To capitalize on the ultimate success and newsworthiness of the 50 Shades of Grey movie release, Likeable Media, on behalf of CertaPro Painters, created a spoof video that incorporated recognizable elements from the movie trailer and integrated the brand in a natural way. The goal was to increase awareness and engagement by providing relevant (and humorous) content to fans and non-fans of the brand.
Although there was not an obvious connection between CertaPro Painters and 50 Shades of Grey, social listening indicated a strong affinity between the brands target demographic and the book. The tongue-in-cheek approach was used to present CertaPro Painters in a unique light, while still aligning with the brand promise. From conception to posting, this project came to life in eight business days and launched on the same day as the movie. To encourage CertaPro Painters franchisees to expand the reach potential by posting on their own individual pages, the video was shared with them via a private Facebook group as well as traditional communication methods. In addition, an advertising strategy was executed targeting individuals who would be aware of the movie.
Franchisees shared the video on their local pages and provided positive feedback regarding our approach. The video garnered over 85,000 Facebook views which exceeded the target by over 250%.