Vogel’s first commercial in nearly a decade has had a phenomenal response, with agency Shine reporting it has received over one million views on Facebook and 53,000 views on YouTube.
“The video has had 44% higher view time that the APAC benchmark for YouTube, and 28% higher than APAC benchmark for Facebook,” says Shine head of client services Tim Ellis. “It also has almost half as many shares (4700) as likes (11,300).
“We’re incredibly proud of the positive reaction that this content has had. It’s rare to hit such a chord with branded content, but the response just shows the strength of the idea and the power of the Vogel’s brand.
“The comments have been really positive and heartwarming. The work has generated its own conversation and earned reach, which is really exciting.”
‘We hit the sweet spot’
Vogel’s head of marketing Rachel Ellerm said: “We’re thrilled with the conversations the film has generated. We know we have hit the sweet spot when the sentiment is so positive, and have so many people talking about what it means to be a New Zealander.”
To celebrate 50 years of a Kiwi icon, the teams at Vogel’s and Shine sought to capture some of the magic of what it means to be a New Zealander, by bringing eight strangers together over a breakfast of Vogel’s.
“No one knew each other, or why they were there,” Ellerm says. “What was captured were people coming together as they told their true, unscripted stories. They laughed, they cried, but most importantly they connected with each other.
The social experience, captured on film, is a celebration that every Kiwi, no matter who they are, brings something unique and special to the table.”
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