Xmas 2017 Video Campaign

Grab the existing content and make it even better!

# Brand Consultancy# Content Marketing# Post Production# Unicum

The brief

Take one of the oldest and most popular Hungarian love brands known for its 200 years of tradition and excellent quality. Our goal for 2017’s Christmas campaign aligned with our target for the whole year: make Unicum an integral part of our fans’ day-to-day online presence as much as it is vital part of their dinner toasts.

We strongly believe that something truly outstanding can be born from the marriage of timeless traditions and modern day digital marketing tools. This belief was also one of the driving factors behind our plans for November and December’s online campaigns.

The solution

Grab some good old content and make it even better!

In 2017 Zwack re-launched the brand’s Christmas-themed short film „Az én hősöm az apám” („My Father is my Hero”) just in time for the upcoming festive season. This season the company chose to present the iconic video in a brand new way: Unicum-fans got a chance to pick a Hungarian song as soundtrack for the re-launched video.

Goals

  • Executing the campaign’s digital strategy ont he brand’s social media platforms and supporting it with online PR tools

Tools

  • We created a comprehensive advertising strategy which included PR appearences on Szeretlek Magyarország, Egy nap a városban and Szputnyik
  • Video content leading to the landing page
  • Facebook ads optimized for video view
  • Re-cut version of the original video to meet the requirements of the new platform

Communication

Users on Facebook were directed to the voting page on Velvet.hu where they could vote for the new soundtrack.

István Lerch and Ferenc Demjén’s classic „Várj, míg felkel majd a nap” („Wait until the sun rises”) got the most votes. After re-editing the video we re-launched the iconic spot on Facebook and on YouTube – this time with the soundtrack picked by the fans.

We also realesed fun facts and Facebook polls related to the shooting of the video to lead users to the new ad. Thanks to this the number of quality views saw a sharp increase.

Results

The new video received a positive welcome and the Unicum Facebook page was flooded with comments: fans were deeply moved by the new video. Average watch time went way up, and we received five times more unmuted video views compared to previous video contents.

COMPARED TO THE FACEBOOK AVERAGE NUMBERS: FIVE TIMES MORE USERS WATCHED THE VIDEO UNMUTED WHICH IS AN EXCELLENT RESULT.