McCann North America
Mon, 01 Nov 2021 16:29:25 GMT
Consumers have access to more content at their fingertips, all available on their own terms, and binge viewing is on the rise. In response to that behaviour, Hulu designed its Binge ad format, which uses machine learning to predict when viewers are likely to start bingeing a show, creating a unique experience connecting brands with binge watchers. In fact, in the last 6 months, 84% of Hulu's audience has binge watched at least one show. UM, Reprise and Ninja leaned into this unique and custom opportunity to connect with viewers around Ninja’s latest innovation, the Ninja CREAMi, which transforms almost any ingredient into a frozen treat.
The 'Here’s the Scoop' campaign features custom creative and the execution seamlessly ties together a contextually relevant story around the intersection of show binging behavior and the easy, 3-step process of crafting crave-able creations with the Ninja CREAMi. The audience is introduced to each step of the process – prepping and freezing, creamifying, then scooping and enjoying as they fall deeper into a delightfully indulgent binge one episode at a time. After watching the third binge ad episode - the cherry on top - viewers are presented with a reward via QR code for savings on the purchase of their very own Ninja CREAMi Ice Cream Maker.
UM, Reprise and Ninja leaned in to the unique and custom opportunity to connect with viewers, while telling a sequential story that complements the ease in Ninja CREAMi’s three-step process and boundless customization options.
Reprise Digital's Addressable Content Engine crafted overarching creative strategy and produced unique edits for the 7-second binge slates and 30s (Ninja -branded content). Disney CreativeWorks – the full-service branded content studio and creative agency - produced the teasers (Hulu branded content) and helped implement on the Hulu platform.
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Ashley Eckerlin: SVP - Commercial Strategy, Planning & Analytics
Brian Gill: Director, Global Media Strategy & Planning
Ashley Santiago: Sr. Media Coordinator
Sasha Hartman: SVP Director, Global Creative and Digital
Allie Chartoff: Sr. Director, Global Content
Samantha Blair: Sr. Manager, Influencer & PR
Dena Kowaloff: Sr. Director of Marketing, Ninja Motorized
Stephen Tasker: Sr. Brand Marketing Manager
Celeste Popitz: Marketing Specialist
Brian Elliott: SVP, Managing Director, Partner Programs
Stephanie Insdorf: SVP, Client Business Partner
Alexis Damino: VP, Partner, Integrated Planning
Lauren Dezenski: VP, Partner, Strategy
Katie Dillon: Manager, Integrated Planning
Caitlin Falletich: Sr. Associate, Integrated Planning
Alison Kirsche: Partner, Integrated Investment
Vincent Merlino: SVP, Group Partner, Integrated Investment
Justin Gonzalez: Manager, Integrated Investment
Niki Lawrence: VP, Partner, Research & Analytics
Rebecca Cagan: Associate Director, Decision Sciences
Mauricio Moron: Associate, Integrated Media
Thomas, Whittaker: Associate, Integrated Media
Categories: Food, ConvenienceMcCann North America, Mon, 01 Nov 2021 16:29:25 GMT