Campbell's: Campbells Souptube [video]

Credits & Description:

Client: Campbell Arnotts
Product: Food
Idea: Tkt Sydney, Australia
Media: Mec Sydney, Australia
Contributing: Google Sydney, Australia
Editor: Jun 14 2016 12:00am
Senior Account Director: Jake Tucker (TKT Sydney)
Account Director: Marshall Campbell (TKT Sydney)
Account Manager: Laura Martin (TKT Sydney)
Planner: Sohail Bhatia (TKT Sydney)
Executive Creative Director: Paul Nagy (TKT Sydney)
Creative Director: Ben Clare (TKT Sydney)
Creative Director: Brendan Willenberg (TKT Sydney)
Copywriter: Emil Cholich (TKT Sydney)
Art Director: Shaun Thomson (TKT Sydney)
TV Producer: Jo Howlett (TKT Sydney)
Describe the campaign/entry:
We didn’t give Australians a compelling reason to consider Campbell’s Soup. We gave them thousands. We all know that YouTube offers an opportunity to reach people in the moments that matter, when they're looking for answers to their most pressing questions in real-time, checking in on their favorite YouTube creators, or exploring their interests and passions through video.
So we created Campbell’s SoupTube: a dynamic pre-roll campaign with over 1700 individual executions; each one themed to match the video viewers were attempting to watch, and brought to life in real-time. We even created daily pre-rolls, with headlines relating to the world’s trending topics. Because no matter what you’re watching or searching for, Campbell’s has a soup for it. 
Creative Execution:
We know that every day, people search YouTube to find things that interest them; answers to their most pressing questions, entertainment, or simply stuff that relates to their interests and passions. For four weeks we monitored YouTube’s most popular search categories and channels, writing hundreds upon hundreds of headlines to match the video viewers were attempting to watch, and remind them of Campbell’s Soup. Utilising beta technology from Google, the headlines were dynamically composited into a pre-roll video in real-time, resulting in over 1200 individual pre-roll executions. Thousands of YouTube's top searched videos were tagged and we even created daily pre-rolls throughout the campaign, related to the world’s top trending topics; from international breakups on the scale of BREXIT to the global phenomenon, Pokémon Go.
With a mission to innovate how a low-interest category like soup directly connects with people, and re-establish Campbell’s Soup’s cultural relevance, we succeeded. Over four weeks, more than million people were reminded of the untold occasions and nourishing benefits of Campbell’s Soup.
We landed over million impressions, with a view rate of 92.86%
There was a XX% higher lift in purchase intent, which helped Campbell’s Soup realize a XX% sales increase.
We didn’t give Australians a compelling reason to consider Campbell’s Soup. We gave them thousands. Ultimately helping turn something that’s been around for over 20,000 years, become the most relevant thing in 2016.
The traditional creative and story-telling process is rapidly changing. Nowhere more so than the Asia Pacific region. People don’t want to be bludgeoned with broadcasts. They want, and expect, something more sophisticated, more considerate. We all know that YouTube offers an opportunity to reach people in the moments that matter, when they're looking for answers to their most pressing questions, checking in on their favorite YouTube creators, or exploring their interests and passions through video. What makes this campaign so innovative and relevant in an age where technology is empowering people to skip ads, is that it utilized beta technology from Google to generate thousands of highly targeted YouTube pre-roll ads in real-time, delivering audiences something that added to their experience, not distracting from it.
Insights, Strategy and the Idea:
It’s not easy getting Australians to think of soup. Whilst it has many nourishing qualities, we only ever think to cook it when winter arrives. This presents a challenge in a climate like Australia’s, whose winters bring mild temperatures. And with an unexpectedly long El Niño weather pattern bringing unseasonably high temperatures in 2016, Campbell’s Soup had all but lost its relevance. We wanted people to think of more occasions to cook soup beyond the weather. Our strategy then was to present Campbell’s range of nourishing soups as the ‘answer’ to whatever life throws at you. So we partnered with Google to figure out how we could turn YouTube’s most invasive ad-format; the pre-roll, into the most relevant. We used beta technology from Google to generate thousands of highly targeted YouTube pre-roll ads in real-time, ultimately demonstrating the countless number of soup-eating occasions through relevant and timely placed ads.

cannes credit list:
Agency: Clemenger Bbdo Sydney
Brand: Campbell Arnotts
Country: Australia
Entrant Company: Clemenger Bbdo Sydney
Advertising Agency: Clemenger Bbdo Sydney
Media Agency: Mec, Sydney
Production Company: Clemenger Bbdo Sydney
Executive Creative Director: Paul Nagy (Clemenger Bbdo Sydney)
Creative Director: Ben Clare (Clemenger Bbdo Sydney)
Creative Director: Brendan Willenberg (Tkt Sydney)
Senior Account Director: Jake Tucker (Tkt Sydney)
Account Director: Marshall Campbell (Tkt Sydney)
Account Manager: Laura Martin (Tkt Sydney)
Agency Producer: Jo Howlett (Tkt Sydney)
Planner: Sohail Bhatia (Tkt Sydney)
Copywriter: Emil Cholich (Tkt Sydney)
Art Director: Shaun Thomson (Tkt Sydney)
Head Of Creative Technology: Brendan Forster (Tkt Sydney)
Performance Director: Chris Hobbs (Mec Media)
Director: Al Morrow (Jungle Productions)
Editor: Jess Mutascio (The Editors)
Relevancy:
Campbell's Soup Australia's 'SoupTube' YouTube campaign, forming a part of the wider 'We've Got a Soup for That' brand campaign, saw the first use of Google's 'Vogon' advertising platform in Australia. Vogon revolutionised the way we bought media on YouTube, allowing us to provide our audience with highly contextual, targeted messaging, custom built based on their viewing habits. This resulted in the most targeted and personalised Youtube pre-roll campaign ever seen in the country, perhaps even the world.
Execution:
Having kicked off with a month of nation wide TV and OOH to raise awareness of the 'We've Got a Soup for That' platform, the YouTube campaign rolled out over four weeks. Based on YouTube's most searched categories and channels, we wrote countless headlines to match what people were watching and remind them of Campbell’s Soup. The headlines were then dynamically composited into a pre-roll video in real-time. We also monitored social media and Google's real-time data throughout the campaign, identifying, on a daily basis, topical opportunities for new headlines. We jumped on the world’s most trending topics, including BREXIT, the U.S. Presidential Race and Pokémon Go, driving our message home in moments of increased relevance in order to truly modernize the brand. Over the four weeks our highly contextual messaging amassed almost 2 million impressions.
Strategy:
To drive mass awareness we would lead with a TV campaign, starring celebrity chef and long time Campbell's ambassador Manu Fieldel, and displaying a number of occasion on which soup was the answer. We would also run a tactical OOH buy with contextual messages about times when soup was the answer. We would then drive home relevance through hyper-targeted, contextual messages using Google's 'Vogon' platform. YouTube use amongst our core audience of MGBs had skyrocketed in recent years, with a 74% increase in use by 18-49-year-olds, making it the perfect place to capture their attention. However, YouTube campaigns were often broad and poorly targeted, with Aussies considering pre-roll to be one of the most annoying ad formats. Through Vogon, and the multitude of viewing data Google had available, we saw an opportunity to turn pre-roll from one of the most interruptive formats into one of the most relevant.
Campaign Description:
Our idea was simple. We'd show Australia soup wasn't just for wintery nights. It was a food for all occasions. Our campaign line was straight to the point. Whatever life throws at you, "We've got a soup for that." To convince Aussies soup was much more than warm comfort food they thought it was, we would need to do more than just tell them. In fact we'd need to show them why, in context. It just so happened that Google had a beta they wanted to test. Using their new ‘Vogon’ platform, in an Australian first, we dynamically embed headlines into pre-roll videos creating individual versions that related to our audience’s YouTube searches. For example, if you searched for Beyoncé's 'Single Ladies' we’d serve a pre-roll saying "Cooking for one? We've got a soup for that." Instead of one reason to eat soup, we gave Australia over 1,700.
Outcome:
With a mission to reframe how a low-interest category like soup directly connects with people, and re-establish Campbell’s Soup’s cultural relevance, the campaign was a success. Over four weeks, more than 1 million people were reminded of the untold occasions and nourishing benefits of Campbell’s Soup. We landed over 1.9 million impressions, with a video view rate of 92.86%, and the campaign achieved a 24.7% lift in Ad Recall and a 6.9% lift in Brand Awareness for Campbell's Soup. Best of all, there was a 55.6% increase in sales compared to 2015 with an additional study showing at least a 23% increase in sales being directly attributable to the advertising campaign - despite being beaten on price.
Synopsis:
With a mission to reframe how a low-interest category like soup directly connects with people, and re-establish Campbell’s Soup’s cultural relevance, the campaign was a success. Over four weeks, more than 1 million people were reminded of the untold occasions and nourishing benefits of Campbell’s Soup. We landed over 1.9 million impressions, with a video view rate of 92.86%, and the campaign achieved a 24.7% lift in Ad Recall and a 6.9% lift in Brand Awareness for Campbell's Soup. Best of all, there was a 55.6% increase in sales compared to 2015 with an additional study showing at least a 23% increase in sales being directly attributable to the advertising campaign - despite being beaten on price.