#alcentopercento with Jill Cooper
Thanks to a video strategy starring the queen of motivational fitness Jill Cooper, we brought the desire to feel 100% with Zymil on Social Media, awakening her energy to create a campaign with a real impact, in line with the brand positioning #alcentopercento.
In 2018, Zymil turned 50 and the customer’s request was to dynamically bring the brand closer to the universe of wellbeing values by intercepting a younger and fitness oriented target.
2018
Content design
Production
Creativity
Challenge
#alcentopercento with Jill Cooper.
With a digital analysis we have chosen the icon of feeling #alcentopercento: Jill Cooper. Known and appreciated by both adults and millennials, fun and engaging also thanks to her American accent, the personal trainer has proved to be a perfect testimonial to be associated with irony with the brand message. For each Zymil product, we shot a video tutorial where Jill shows how to really feel at 100%. These are, however, fun exercises related to the consumption of the product.
SOLUTION
Hero - Hub - Help.
We reasoned from a content factory perspective, creating an HHH (hero-hub-help) structure on the same shooting day:
• One 90 second video hero
• Twelve 15 and 30 seconds videos with a dedicated shot
• Ten shots set
• Four Instagram Stories
• One set of shots used in community management
On air in July, with a first flight on Greek yogurt and creamy white yogurt, the campaign ended in September, with a second wave on cappuccino and organic milk.
Results.
The campaign was very effective, with results that make us fell #alcentopercento!
