Food and drink PR case study: Making music videos that sell

Penut
One of our recent endeavours saw us get behind the camera to produce a promo video for one of our most beloved brands, assisted in no small part by a pair of aspiring young performers from one of the region’s finest seats of learning. Read on to discover how we secured food and drink PR success through ingenious thinking and deft songwriting.
Objectives
Raise awareness of Peanut Hottie amongst its core target age group of 25 – 35 year olds Create memorable and shareable branded online content during a quiet sales period Encourage Peanut Hottie’s social media community to generate additional content
Strategy & Plan
Following a successful launch of the world’s first peanut butter flavoured hot drink, Peanut Hottie, we were set the challenge of continuing to grow the brand’s social media community and build high levels of engagement from the brand’s fans. This led to the creation of a social media campaign pegged around a song and music video that would act an ode to the product.
Inspired by the Peanut Hottie strap line- Take Me Home– we worked with a pair of students from the world famous Liverpool Institute of Performing Arts (LIPA), who developed a new ‘brand anthem’ inspired by the Franz Ferdinand classic, Take Me Out.
Once the lyrics were written it wasn’t long until our dynamic duo, Chris and Django, created this music video in honour of the unique hot drink…
https://www.youtube.com/watch?v=hPBaGUrXqLs
Now the task was to get Peanut Hottie’s social media community involved, so we developed a competition wherein the public filmed themselves dancing, singing and lip syncing to the song for a chance to win an iPad and one year’s supply of Peanut Hottie.
Measurement & Results
We measured the outcome of the campaign in fours ways:
– The number of video entries
– The number of views of the original song
– The number of media hits
– The levels of engagement on the Facebook page
The results
We received 10 entries from across the country, each lasting approximately a minute. The original music video created by Django and Chris has received over 2,500 unique views. We also secured four pieces of media coverage on the students creating this unique song, with Facebook engagement levels remaining at 5%, well above the the average of 2%. Meanwhile, the total number of impressions on social media was up 9% on the previous period, and, perhaps most importantly, during in this time sales figures for one listed retailer were four times that of the industry standard.