Our objective was to educate Millennial consumers by highlighting the time-saving and sustainable benefits of dishwashing vs. handwashing, all while playing up Cascade Platinum’s tongue-in-cheek “Do it Every Night” campaign message.
In order to achieve our objective, we decided to use Cascade’s play-on-words as a jumping off point in a custom out-of-show, field-style piece with a Daily Show correspondent. We tapped The Daily Show’s Michael Kosta to go door-to-door to find out, in this current national climate, if people are still doing it. Our hero spot has Kosta sitting down with a couple and asking them some very intimate questions about what goes on in the privacy of their own home. And in true Daily Show field piece fashion, it turns out that Kosta and his interview subjects are talking about two very different things.
The campaign launched on Thurs, 3/5 with The Daily Show pushing out the long-form video across its social handles. The :30 cutdown spot also aired in the linear premiere episode of The Daily Show that same night. Four :06 ads then ran across Snapchat and Instagram, each swiping up to the longform video. Lastly, a “Date Night”-themed video ran as a four-part story on The Daily Show’s Instagram handle for 24 hours.
Aside from an outpouring of overwhelmingly positive comments on The Daily Show’s social posts, we also saw positive metrics as well. On YouTube, the branded programing video organically had 253K video views, and 134K completed video views, delivering 10.3 % video view rate (Vs. ViacomCBS benchmark 3% - 15%). On Facebook, the social post gathered 1.2M impressions, 311K video views and 10K click engagements, delivering 25.61% video view rate (Vs. ViacomCBS benchmark 12% -20%). On Instagram, the in-feed post video and IG stories together had 3M impressions, 656K video views and 32K social engagements, delivering 23.19% click + view engagement rate (Vs. ViacomCBS benchmark 15.03% -24.22%).