When Tropicana wanted to create a New Year’s campaign to promote their new, healthier alternative to 100% juice, Trop 50, the last thing we wanted to do was give people another new year’s resolution. With numerous brands already encouraging women to eat this, or drink that, we decided instead to help consumers stick to their existing resolutions. The mechanism was simple. Tweet us the resolution you’re struggling with and we’ll provide the motivation to keep going. Which we did by sending every person that tweeted us their own, personalised video. And there were thousands of them.
The campaign was made possible by an innovative back end that could automatically render and deliver a new video within 60 seconds of receiving a tweet. We created 14 different animated video templates (with the help of the fantastic Not To Scale). Consumers were sent a personalised version of the video that best matched the resolution they were struggling with. And they loved them.