Mentos asked us to support the launch of their new Share Bags championing the ‘Who Says No To Mentos’ ATL positioning by once again encouraging young professionals to make ‘fresh connections’. With heaps of experience targeting this demographic, and with a short lead time, we created a content led strategy.
What we did?
We came up with an idea that focused on World Hello Day. The perfect occasion to encourage our audience to meet new people. So we challenged Xtra Factor and This Morning presenter Rylan Clark to say hello to 10 new people at London’s King’s Cross station.
Supported by research to provide insights into people’s behaviour around making fresh connections, we came up with an angle showing that despite Brits admitting to being antisocial, many have made new friendships simply by stepping out of their comfort zone.
Our content with Rylan combined with the research story led to over 100 pieces of editorial coverage in national, regional and lifestyle media during the week of World Hello Day. This generated over 176,000,000 opportunities to see and the video achieved 42,000 organic views on Facebook alone.
Consumer awareness of the new Mentos Share Bags went up during this period, with a 6% increase in the belief that Mentos sweets provide a good way to say hello.