What happens when you bring together the Royal Philharmonic Orchestra and a spoken word poet?
Britvic’s first digitally-led content campaign
We brought together spoken word poet James Massiah and the Royal Philharmonic Concert Orchestra to collaborate on a series of 20 original pieces. From haiku to rap, we put our spin on the Brit Awards and Valentine’s Day, paid homage to the famous, captured our love of London and paid tribute to J2O’s most loyal fans. But it’s when we fused James’ storytelling with the awesome power of the RPCO that the magnitude of the blend came to life. From the repertoires of Bach, Beethoven and Vivaldi we chose pieces of music to both compliment and inspire James’ writing, arranged them to create a seamlessly blended performance, then filmed and released them across J2O’s social channels over 20 days in February.
The campaign was written to reverse the decline in the brand’s market share amongst 25-34 year olds as a continuation of the ‘Joy in the Blend’ platform - which amplifies how J2O blends two fruits to create something amazing. Each piece married content to cultural context and was written to reach our demographic.
The films have so far reached an audience of over 10 million and we smashed targets by 40%
The films had an average CTR of 8.75% - more than double the sector average
Social interactions across J2O owned channels increased exponentially with over 125,000 likes and shares across Facebook and Twitter
The campaign received an overwhelmingly positive response from fans and audiences across all channels, with 98% positive sentiment towards the brand