An online video campaign highlighting KRAVE's Team USA athletes.
KRAVE Jerky had assembled an all-star team of athletes. How do we turn those partnerships into raised brand awareness, greater distribution and more sales?
Prior to its acquisition by The Hershey Company, KRAVE Jerky was looking for a way to leverage its partnerships with 49ers star Vernon Davis, Boston Marathon winner and Olympic medallist Meb Keflezighi, and fitness icon Jillian Michaels. An online video campaign highlighting their shared values, spread via digital programmatic and display, along with branded content buys on Twitter and Facebook looked like the perfect recipe.
But standard-issue athlete profiles wouldn’t be enough – each video would have to offer a true window into its subject’s personality, drawing a genuine connection between that athlete’s personal journey and the values that KRAVE stands for.
Working closely with each athlete, Nurture developed a narrative for each video that would allow each to work well as a standalone and tie closely together as a body of work. We designed each to allow us, as well, the material we’d need for :30 and :15 cutdowns for digital ad buys.
Filming across the country, including at the New York City Marathon, at a KRAVE workout in LA, on Meb’s running trails and at Vernon’s Bay Area training facility, we captured B-roll of each athlete performing at full capacity, which we paired with intimate interviews that explored the stories that have built each athlete’s character through the years.
From AdAge, January 19, 2016: “This is really, for Krave, the first time we’ve ever done a fully integrated national campaign,” said Rusti Porter, VP-marketing. “Obviously meat snacks is a hot category right now and we want to be the brand that consumers think of when they think of better-for-you and artisanal jerky.”
She remembers when Krave had a “shoestring budget” as it tried to change people’s perceptions of jerky and get them to try a more tender meat snack with different flavors. It turned to people with “amazing and inspirational” stories to help spread the word.
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