Social Media Week 2013 was in full flow last week and MOFILM was really proud to host a seminar on Thursday morning. We were joined by Cornetto and YouTube, who helped set up a lively discussion on approaches to using film content to drive engagement and conversation with a target audience, taking the Cornetto Cupidity films as a case study.
MOFILM CCO David Alberts kicked off the event by outlining how the idea for Cupidity started.
Cornetto had already decided that they wanted to delve into longer form content when they came to MOFILM. Inspired by short content their team had developed for the Chinese market, they were excited by the possibilities of telling love stories without the constraints you normally have with a 30 second commercial.
But in an always-on world where teenagers crave authentic content, engaging in an authentic manner is a big challenge. Nevertheless, the 4 films that were produced for Cupidity had a very impressive engagement rate of 43% with the target audience (teenage girls) and are already the 13th most shared piece of branded content ever! Check out the Cupidity case study if you want more information on this.
David Alberts and Alberto Di Leo (VP of Cornetto Global) discussed what they saw as the main reasons for this success:
Cornetto’s goal with these films was to firmly root the brand and the product around love and love stories. Having done this so successfully in 2013, the potential to expand upon this for the second series in 2014 is huge. And to finish up, David, Alberto and Joe discussed the possibilities and the benefits of some new methods of engagement. Ideas ranged from working with ‘teen trusted’ YouTube celebrities to star as the Cupids in the next films to involving companies such as The Audience from a very early stage to build meaningful connections between leading entertainers, their highly engaged fans and global brands through compelling, sharable content.Back