Summer Brand Campaign
This Summer, Ocean Spray wanted to drive awareness of their chilled product and prompt reappraisal of their signature product, Cranberry Classic.
Consumers are familiar with Ocean Spray but we felt they could use it beyond the more ‘functional’ usage. We therefore wanted to provide more ‘reasons’ to choose Ocean Spray.
Summertime presents an opportunity to show a greater variety and a broader range of uses and usage occasions to encourage reappraisal of Cranberry juice. Our creative platform needed to position Cranberry as a versatile and sophisticated ‘adult mixer’ to provide new ways to enjoy Cranberry Juice with your summer occasions.
We created ‘Chilled Summer Mixes’ campaign, a reach-focused digital campaign via YouTube advertising, to promote the use of Ocean Spray in summer cocktails
This idea put Ocean Spray chilled at the centre of the summer story, showing their Cranberry juice as an elegant, cleansing, refreshing or energising mixer in a range of relatable summer contexts, from morning and though the day.
We created three serving suggestion ‘Chilled Summer Mixes’ videos, centered around three delicious summer recipes that showcased the versatility of cranberry; ‘Cranberry & Apple Cider’, ‘Cranberry Lemon Zinger’ and ‘Cranberry & Gin Fizz’.
All three videos were targeted to key audiences across YouTube. We selected this platform for its historic effectiveness with Ocean Spray in shifting the dial on both brand awareness & product consideration amongst consumers.
Alongside Youtube, each video was also posted organically to the Ocean Spray Facebook page as content for the loyal fan base of Ocean Spray.
We were delighted to learn the campaign delivered a measurable sales uplift over the campaign period.
With this campaign we also ran a test-learn-refine approach, to identify which of the 3 videos and audience targeting were the best performing and optimise the campaign accordingly. As a result, the campaign delivered 50% more impressions and 54% more views than our pre campaign estimates / KPIs with an impressive video view through rate as high at 48%