The Challenge: How do you inspire confidence in women across Australia?
While culture is fixated on transforming women, we should be focused on helping women embrace exactly who they are today.
Berlei
Idea
Use Serena Williams to encourage the next generation to invest in themselves.
Strategy
The long form hero video was created to drive awareness and tell the full story about the value of self-worth across social. In addition to the hero piece, Emotive creative 3 x brand social videos celebrating 100 years of Berlei for standardized ad formats to drive awareness, consideration and favourability. These formats were then scaled across digital media.
Results
Key findings from the Facebook Brand Lift Study showed the following: Ad Recall increased by 25 points, well above the Retail benchmark of 7.9. Favorability showed movement upwards for 35+. Intent to purchase for 25-34yo still showed lift. Brand awareness also showed an increase by 4 points at an 80% significance level.
Hero
BTS Interview
30 Second Iteration 1
30 Second Iteration 2
30 Second Iteration 3
Credits
- Client: Berlei
- Content & Creative Agency: Emotive
- Production Company: Tool of North America
- Digital Amplification: Emotive
- Talent: Serena Williams
- Director: Rachel McDonald
- Creative Director: Andrew Cameron
- Senior Creative / Copywriter: Henry Stafford
- Executive Producer: Hayley-Ritz Pelling
- Producer: Patti Getker
- Director of Photography: Amado Stachenfeld
- Editor: Lauren Brown / No6
- Sound Mixer: Matt Miller / LIME Studios
- Colorist and flame artist: Verdi Sevenhuysen / No7
- Activations Director: Sarah Clifton
- Stills Photographer: Jez Smith
- Social Shorts Editor: Uthzz
- Animation for Social Shorts: dLucscious