Everyday relevance.
At campaign scale.
Creator segmentation and restrained brand integration for an everyday consumer product.
Reported campaign results.
The brief
Make a familiar biscuit relevant in everyday social content without interrupting the viewer’s experience.
The approach
The source campaign divided creators into three audience groups, each with a distinct narrative brief. Product presence was placed within familiar routines rather than presented as a standalone sales message.
The execution
Brand banners appeared during the opening and closing ten seconds of each video, preserving the narrative through the middle. Creator selection and visual consistency connected the individual videos to one campaign.
The operating lesson
The operating lesson is to define audience segments, agree the role of branding in each format, and preserve the creator’s ability to communicate naturally. Reach and engagement should be evaluated separately from sales impact.