To make Reynolds' iconic brand relevant with a millennial, digital-savvy demographic, we wanted to do something our market hadn't yet seen. We had to make a memorable campaign that would bring Reynolds to the forefront of the commodity kitchen category.
A partnership between a Vine sensation and heavy social influencer known as "BatDad" seemed like the perfect remedy. So, we teamed up with the family-centric humorist, whose 2.8 million followers (at the time) made him the perfect fit for our campaign. Our goal was simple: create fun, humorous scenarios featuring the family-man using Reynolds products in unique and funny ways. We aimed to both inspire mothers and fathers to use Reynolds in both new and old ways, and to remind them of Reynolds when cooking for the holidays (and every day).
Our seasonal Vines garnered over 100K loops per hour for the first eight hours they were live, and even got picked up by other famous Vine users and social media accounts. In total, the videos received 100K likes and 7,500,000 (that's 7.5 MILLION) loops on Vine alone.
Thanks to the BatDad partnership, we were able to extend Reynolds' reach far beyond their current social audience and turn the client's product into a culturally relevant brand for a whole new generation of consumers and fans.
Reynolds Wrap has been classic staple inside American kitchens since 1947. Moms love it. Their moms love it. Their moms' moms loved it, too. But millennial consumers were just not feeling the love. Reynolds entrusted us with the challenge of making this iconic brand relevant to a younger generation of digitally savvy Gen-Y customers
Instead of waiting for them to come to us, we went to where our target demographic already was–the world of social media, with the aim of creating a memorable campaign that would bring Reynolds to the forefront of the commodity kitchen category. A partnership between a Vine sensation and heavy social influencer known as "BatDad" was the perfect solution.
We teamed up with the household humorist, whose family-oriented followers made him the perfect brand ambassador for our client. Our objective was simple and entertaining: create fun, humorous scenarios featuring the superhero dad using Reynolds products in unique and funny ways—reminding consumers of Reynolds' long-standing reputation in the kitchen while also drawing more cultural relevance to the wrap.
People weren't just liking our content… They were loving it! Our Vines garnered over 100K loops per hour in the first few hours they were launched, and even got noticed by other famous Vine users and social media accounts. In total, the Vines received 100K likes and 7,500,000 loops on Vine alone. Thanks to the BatDad partnership, we were able to extend Reynolds' reach far beyond the current social audience of the brand. This heroic partnership marked the foil brand's first foray into social influencer relationships and promotions. It was a clever way to use comedy, social media, and a social celebrity to promote a product from the commodity kitchen category. In addition, itwas an innovative use of the Vine platform to drive awareness and create brand affinity and preference for Reynolds Wrap.
