Whilst I was leading the video team at Essence, one of our main clients The IOC came to us to create a social marketing campaign focussed on attracting Gen Z audiences to their Fanzone app for the Tokyo Olympics.

I worked with the media team to create an integrated digital campaign that would target the right audiences across the social channels they used, TikTok and Meta, as well as digital channels including YouTube.

In order to promote the 4 main gaming features of the app, and be able to target different audiences at different times, and at different points in their funnel journey, we took a modular approach to the creation of the ads, with separate scenes filmed with different actors representing each of the games - so the ad could work with the pieces in any order, as one whole or as short separated parts, ensuring best practices were met for all placements.

We shot the material for the ad across 2 days in a studio with multiple designed scene setups. With the multiple variations, cutdowns and languages, we ended up producing over 100 assets. The campaign beat all expectations from the client by overperforming on the goal for signups by 45%. As a result we were awarded with a DRUM award for Best Integrated Campaign.

Link: https://www.thedrum.com/news/2021/11/12/how-essence-global-put-gen-z-the-olympic-fanzone-tokyo-2020