Category: Socila Media & Viral Marketing
Advertiser: WEATHERBEETA
Product/Service: DUBLIN BOOTS
Agency: WUNDERMAN
National Executive Creative Director: Matt Batten (Wunderman)
Art Director: Caroline Shields (Wunderman)
Art Director: Tash Woods (Wunderman)
Account Manager: Gianna Wurzl (Wunderman)
Producer: Lisa O'Brien (Wunderman)
Executive Producer: Blaize Saunders (AMVI)
Producer: Annie Kinnane (AMVI)
Director: Tom Spark (AMVI)
Music Composer: Jonny Higgins
Media placement: Viral Video - YouTube - 25 March 2012
Describe the brief/objective of the direct campaign.
For decades Weatherbeeta has produced functional horse-riding gear. In 2012, they decided to capitalise on their dedicated consumer audience of 'girls who love and/or ride horses' and launch into fashion wear. The 'equestrian look' is an emerging fashion trend and these young women are the perfect already-engaged audience for the launch of the Dublin boot – styled on practical women's horse-riding boots, but with a total fashion makeover. And sexy as hell.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
This is a niche market. For exposure and traction, we chose socio-viral channels. At the centre is a very sexy viral video.
The Dublin boots are sexy. Damn sexy. Any girl wearing these will be able to command attention. And any girl can tame a man. But it takes a Dublin girl to tame a horse... and still look hot while doing it.
Our viral video features a sexy blonde wearing the boots as she tames 4 stallions to do her bidding.
With this visual cocktail we expect to get video views, online chatter, Facebook 'likes', and site visits.
Explain why the creative execution was relevant to the product or service.
Our online video uses the 3 key ingredients for getting this product launch to go viral amongst this audience:
1. Fashion – for style-minded girls to love and share
2. Horses – for horse-riding girls to love and share
3. One sexy chick – for men to fall in love and share
Mainstream fashion is a challenging industry in which to launch a new brand. This established the personality of Dublin and made the brand memorable in the minds of young women (and men).
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
At the time of writing, the video has only been live 4 days and already has over 15,000 views without ANY social seeding. What will it be by the time you see this?
It's featured on Horse and Hound (the UK's leading horse-riding publication and website), and appeared on Chronicle of the Horse (America's leading horse publication since 1937), and many other horse-related blogs including Barnmice, Riding Stable, Robinson Equestrian, and Australia's Horse Magazine, with a lot of positive social chatter.
Site visits up 70%.
Facebook engagement up 88%.
The CEO wanted the girl's phone number.