Sally Hansen - Instagram

Creative Director - Robert Waddilove

The Brief
Sally Hansen wanted to grow their audience on Instagram and engage the active nail community that already used the platform. In particular, they wanted to use the platform to make their brand relevant to a younger audience, whilst reinforcing Sally Hansen’s image as a helpful care brand. 


Solution
Our Instagram strategy involved three-pronged approach, which covered each of Sally Hansen’s main brand objectives. 

  • Expert Knowledge: Using 15 second tutorials was the perfect opportunity to position Sally Hansen as a helpful brand and an expert in nail care.

  • #1 for Care: Sally Hansen is the number one brand for nail care in the UK. We wanted to reinforce this message by doing something that no other nail brand was doing on the platform - offering real tips for everyday nail care.

  • Fashion Conscious: Creating authentic lifestyle shots that the audience could relate to helped to position Sally Hansen as a brand that understands fashion and the lives of its younger audience who go to Instagram for lifestyle inspiration.

View the channel here

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Sally Hansen - How To Videos

Creative Director - Robert Waddilove

Sally Hansen

Problem: Sally Hansen wanted to position itself as the ‘Expert Partner’ in Nail Care and Colour by using content on YouTube to appeal to a younger audience.

Solution: We wanted to position Sally Hansen as a brand that not only created products that helped women with their nails, but as a brand that could create content as useful as their products. 

An original YouTube channel with seven ‘how-to’ films which simply gave answers to common queries online, in a quick, straightforward way.

Results: The campaign was highly successful with very strong watch time and subscriber numbers proving audiences were finding content which helped them. 

  • 7k subscribers in 3 months, now over 9k with no new content
  • Viewers were 12x more likely to subscribe than the industry average. 1,017 subscribers per video 
  • Average watch time of 80%
  • Over 1,5million views in 3 months.
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MALIBU - Best Summer Ever I & II

Creative & YouTube Strategy - Robert Waddilove

The Brief: MALIBU was no longer relevant amongst its target of young Millennials and was failing to recruit new drinkers. 
AnalogFolk wanted to give the brand a greater role in their summer. Inspired by a product truth and audience insight we asked ourselves; ‘How can Malibu help young drinkers feel free and happy, so they get the most out of summer?’

Solution:Working in collaboration with AnalogFolk, we developed a YouTube content strategy which would compliment the other ATL activity AnalogFolk were creating. 

We knew that there were two relevant ways audiences would interact with content from MALIBU, which was through a HUB series following a group of five 20 somethings around Europe & USA. Alongside HERO content which would stand as self contained content, but also compliment the HUB content if you were watching the series already. 

Results: 10m video views (4% was organic reach compared to the industry benchmark of 2.5%)
765% increase in subscribers in week one, Total viewing time at 10 years plus, Video completion rate as high as 26%,

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How to be a Kingsman

A Kingsman knows how to appreciate the finer things in life.

Kingsman: The Secret Service tells the story of a super-secret spy organization that recruits an unrefined but promising street kid into the agency's ultra-competitive training program just as a global threat emerges from a twisted tech genius.

Across the Pond were tasked with creating four videos that captured the spirit of a Kingsman, inspiring viewers with examples of the spy organization's combination of natural flair for style and lethal initiative.

Guinness World Records - OMG!

Creative Director - Robert Waddilove

Guinness World Records OMG!

The brief: Guinness World Records wanted to make itself relevant to a YouTube audience of 16-24 year olds. 

The solution: We collaborated with Base79 to create 22 hours of original content for Guinness World Records: OMG!
We worked with some of YouTube’s best content creators, including YouTubers: Marcus, Alfie, Zoella, KSI, Oli White and Bing. The collaboration resulted in a content series that appealed to YouTube’s most engaged demographic, as well as existing fans of Guinness World Records. 
The five different series were shown exclusively on YouTube as part of the YouTube Original Channel Initiative, with new episodes for each series coming out on a weekly basis. 

Results: 

344 Videos
300,000 subscribers
Over 50 organic million views
Average view rate an incredible 46% (Industry average for hub closer to 20%)
100,000 comments
Over 400,000 likes

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And one of my favourite episodes!