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.
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.
The campaign consisted of 6x social videos for Facebook and Instagram (1 video per network), 6x :10 on-air companion billboards (1 billboard per network), and 3x :30 on-air companion short form vignettes (1 short form for Food Network, HGTV and TLC).
The campaign successfully launched a few days ahead of schedule on 12/2/21 and ran through 12/23/21. It delivered in full across Discovery, Inc.’s social properties with over 31.9 MM impressions on the integrated social content and 6.1MM + 3-second views of the integrated social videos.
Both Facebook and Instagram included a call-to-action of “shop now”, directing viewers to the Duracell store on Amazon.com to shop the featured Optimum batteries. Viewers were engaged and encouraged to learn more as indicated by 31K+ link clicks on the videos.