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)