This Consumer-Created #MothersDay Video Got Twice More Shares Than The TVC

Friso Gold eYeka Contest Banner

Friso Gold was looking to bring its “to do v. today mums” campaign to life with engaging brand videos to create “talkability” among mothers online around the campaign. Friso Gold launched a competition on eYeka, challenging filmmakers and animators to submit videos that show moms that nothing beats little moments with their children.

At the end of the 5-week competition, Friso Gold received 26 videos from 14 countries. The first prize went to a Spanish creator, whose video “How To Thank You” was amplified on social media in Malaysia in February 2014. Watch it, embedded it this presentation:

The video received over 4,500,000 impressions on Facebook. With 2,888 likes and 622 shares on Facebook (compared to 3,263 likes with 318 shares for the TVC), the eYeka-created video was more engaging on social media and achieved a higher shareability rate (2x) than Friso’s benchmark TVC, proving that authentic, consumer-created brand videos can garner positive emotional reactions and high engagement rates on social media.

“The winning video performed very well against our benchmark video and we are delighted with the overall project output” (Christy Yong, Senior Brand Manager, Dutch Lady Milk Industries)

Find many more case studies on eYeka’s Slideshare channel and on our website… and get in touch with us if you would like consumer-created, engaging video content too!!

About Yannig

Yannig was Marketing Manager at eYeka, responsible for PR, communication and research. Interested in marketing, innovation and design-related topics, he also loves to free his head by cycling, running, reading or drawing. Yannig, who holds an MSc from ESSCA School of Management and a PhD from University Paris 1 Panthéon-Sorbonne, tweets under @YannigRoth and blogs at www.yannigroth.com
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