Iceland, the budget supermarket from UK, recently found itself in a spot of bother. Its Christmas ad, which is focused on the environmental impact of palm oil production, was banned even before it hit TV screens. This turned out to a blessing in disguise because when #NoPalmOilChristmas – Iceland’s Famous Christmas Ad was released on Youtube, it immediately went viral.
The video highlights the destruction of rainforests by palm oil growers by telling the story of a fictional character called Rang-tan, a critically endangered orangutan whose home is destroyed. But why would this story be liked by Iceland’s customers? Because the messaging in the video is in line with Iceland’s commitment to remove palm oil from its own-label products – a commitment that their customers have liked.
Since being released, the ad has garnered more than 5.5 million views on Youtube, 14 million views on Facebook and more than 90,000 Twitter retweets. The campaign is yet another example of how a thoughtfully crafted moment based marketing campaign with its genesis in customer insights makes a brand emotionally resonate with its audience and thus become more likeable.
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