Video Campaign

Video Campaign

THE BRIEF:

Inspire a younger demographic to buy Alaska Seafood.

THE APPROACH:

LOTUS partnered with MOB Kitchen to produce a series of video recipes, highlighting ways that the product portfolio can be cooked easily at home. The campaign package negotiated included recipe development, styling and video production, music rights, dedicated recipe page on MOB Kitchen’s website as well as social media promotion across Instagram and Facebook. 

Enticing MOB’s following, a recipe image was released on both social channels a day prior to the video. The results far exceeded the guaranteed minimum reach due to the content and distribution strategy.

Utilising a key moment in the sporting calendar, the Rugby World Cup, LOTUS organised a multi-channelled campaign that raised awareness of Alaska Seafood as a natural source of protein for sports enthusiasts and amateur rugby players. 

Tapping into the niche audience, LOTUS recruited chef to England players Joe Marler and Kyle Sinckler to act as a spokesperson for engagement purposes. Chef Omar Meziane created bespoke recipes which provided content for two sponsored features and digital ad banners were produced to ensure click throughs back to the Alaska Seafood Marketing Institute (ASMI) website.

The campaign delivered on brand awareness with stats over and above what was expected.

RESULTS:

  • 657,643 MOB video views across Facebook and Instagram (207,643 more than the guaranteed number of views through paid promotion)
  • 138,549 minutes viewed on MOB’s Facebook (equivalent of 2,308 hours)
  • 93,481 reach on dedicated Facebook post 
  • 363,609 reach on dedicated Facebook post