NUTRI-GRAIN PRESENTS UNSTOPPABLE | DEREK RABELO

Short List
TitleNUTRI-GRAIN PRESENTS UNSTOPPABLE | DEREK RABELO
ClientKELLOGG'S AUSTRALIA
Product / ServiceNUTRI-GRAIN
CategoryE03. Webisodes/Series
EntrantJ. WALTER THOMPSON Sydney, AUSTRALIA
Entrant Company J. WALTER THOMPSON Sydney, AUSTRALIA
Advertising Agency J. WALTER THOMPSON Sydney, AUSTRALIA
Media Agency MINDSHARE Sydney, AUSTRALIA
Production Company FINCH Sydney, AUSTRALIA

Creative Execution

The content platform is a series of three hero stories that received the bulk of our paid media support on the Nutri-Grain YouTube channel, the brand’s Facebook page, and website: To give teens a sense of discovery of the platform, we seeded the content on teen sites where they naturally seek out what’s ‘new’. Three days after seeding the first story, we launched on YouTube and Facebook. We did this in :15 pre-rolls and :50 second teasers, that drove to our hero stories. We then broke the TVCs in paid ATL to drive teens to search for our Unstoppable stories.

The campaign is only three months old at the time of writing. We've already been a success in both client and consumer terms. For the client, it has smashed the key metric: • Baseline sales: Previously trending down, now increased 13% points versus the previous year. This is a significant uplift which most large, FMCG brands can only dream of. In fact it’s the turn around in Kellogg’s Australia’s history. Teens find it compelling entertainment: at time of writing (12 weeks in) with only two stories launched, we have delivered 3+ million views and that’s still climbing minute by minute.

‘Nutri-Grain presents: Unstoppable’ is a branded content platform idea aimed at inspiring teens. It is not advertising. There is no product sell. There is no product placement. There is restrained branding. The purpose of the campaign is to walk the walk of the Nutri-Grain’ brand purpose – fuel unstoppable lives – by telling stories of extraordinary individuals that let nothing stop them, exhibiting the characteristics – Strength, Courage, and Determination, that we wanted to inspire in our teen target. Our campaign was centered around teen entertainment channels such as YouTube and Facebook. It launched with 3 long form Hero videos, and 2 'hub' videos featured primarily on YouTube. It also included a digital seeding strategy on key teen influencer sites. To support our Hero videos, we included annotated vignettes on YouTube. This deepened the engagement with the platform and ultimately drove to the NG website for further content.

Credits

Name Company Position
Simon Langley J. Walter Thompson Sydney Executive Creative Director
Will Edwards J. Walter Thompson Sydney Associate Creative Director
Chris Badger J. Walter Thompson Sydney Associate Creative Director
Jenny Willits J. Walter Thompson Sydney General Manager
Amanda Slatyer J. Walter Thompson Sydney Agency Producer
Fiona Wilson J. Walter Thompson Sydney Group Account Director
Jessica Mitchell J. Walter Thompson Sydney Account Manager
Angela Morris J. Walter Thompson Sydney Executive Planning Director
Jim Schuch J. Walter Thompson Sydney Senior Strategic Planner
Chris Nelius FINCH Director
Michael Hilliard Finch Executive Producer
Karen Bryson FINCH Executive Producer
Emma Thompson FINCH Line Producer
Cleo Wyvill FINCH Story Producer
Lisa Ryan FINCH Researcher
Tim Tregoing FINCH DOP Lighting Cameraman
Rodrigo Balart FINCH Editor
Nick West Smith & Western Music
Ant Smith Smith & Western Music
Dan Higson Smith & Western Music
Links
Website URL