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Duracell + Discovery, Inc. Here for the Holidays

Entered in Consumer Brand, Integrated Campaign, Multi-Platform Campaign

Objective

Duracell was looking for a high-impact, co-branded campaign that integrated its premium Optimum batteries and targeted young consumers with children around the December holiday gifting season. Duracell wanted to tell authentic stories around culturally relevant holiday moments and instill an understanding that gifts deserve Duracell to operate at peak performance. Additionally, Duracell was looking to engage with consumers primarily via social video and have multi-platform extensions to reach audiences across all screens.

Leveraging the power of Discovery Inc.’s brand portfolio, Duracell’s objectives aligned strongly with Discovery’s Here for the Holidays digital-led franchise. This holiday tentpole program encompasses inspiration and entertainment, serving up holiday recipes, decorating how-tos, and seasonal travel and adventure inspiration, bringing audiences back to what matters most this time of the year.

Strategy

Aligning with Duracell’s primary goals of engaging its target audience and inspiring product purchasing around special gifting moments, Discovery, Inc. and Duracell partnered to create a fully custom campaign across Discovery Channel, Science Channel, Food Network, TLC, HGTV and Travel Channel. As told through the lens of each network’s brand voice, we custom scripted and custom shot each video with the Optimum batteries woven organically throughout every storyline. Working hand-in-hand with the client, we made sure the product was both visible, yet not distracting as it was important for the campaign content to feel organic and special to both brands. While each network produced individual content, we included the same endcard and Here for the Holidays graphics package to drive a holistic message and consistently emphasize your gifts deserve Duracell. 

We worked on a very condensed timeline (7 weeks vs. 14 weeks) to launch the campaign during the peak holiday shopping season to optimize audience engagement. From outdoor adventure to home entertainment and gatherings, we catered to multiple key interests and personas to attract our fans. We were also able to avoid production overages by sharing casted talent across the networks and utilizing one location to shoot all the content in 3 consecutive days. The production team shot with a skeleton crew on-set due to Covid restrictions with multiple teams active behind the scenes via zoom to give live feedback. 

Results

Media

Video for Duracell + Discovery, Inc. Here for the Holidays

Entrant Company / Organization Name

Discovery, Inc.

Links

Entry Credits