Using insight to make TVNZ top of mind for Kiwi’s isolating with COVID-19, and earn contagious content.
THE CHALLENGE
Lockdowns suck, full-stop, and with so much of our entertainment supplied by our television screens while stuck at home, TVNZ saw an opportunity to remind people of backing New Zealand made content.
During the pandemic, the creator economy saw a meteoric rise and so dentsu and TVNZ saw an opportunity to dive in to an organic influencer campaign that leant on a core insight.
THE SOLUTION
Enter #IsoCareKits – the TVNZ care package full of all the goodies Kiwis need to thrive while isolating.
Including a custom TVNZ content guide with everybody’s favourite shows available to steam free OnDemand along with yummy snacks, TVNZ swag, and products to help break the home iso boredom.
This kit was deployed to 45 influencers across New Zealand with a spread of macro, micro, and nano influencers specifically curated for this campaign.
OUTCOME
- 1,700,000+ campaign impressions.
- 75% organic influencer post rate.
- 70 pieces of unique content across 34 influencers.
- The kits went viral, with New Zealand celebrities like Hayley Sproull and Matty McLean tagging TVNZ to ask for their own kits.
- On average, influencers posted within 15 minutes of receiving the kit.
- $0 paid influencer spend.
