With a creative of budget of less than €20k and a paid media budget of only €500, we created a campaign with an earned media value of €2.9 million. This culminated in a return on investment for TG4 of 13,181%.
On Snapchat we grew TG4’s audience by 196% and had over 296,000 Snapchat views during the week the campaign ran. While on Twitter, we had a reach of over 20 million unique views.
This more than helped us achieve the goals TG4 set us: increasing visits to their VOD player; and promoting homegrown Irish content to an international audience.
This was all achieved through the use of four stunts carried out live on air, which were backed up by social media activity which led to our videos clips going viral.
In our first stunt (Monday) we ‘killed off’ Caitlín Nic Aoidh, the real weather girl – on whom our character was modelled – live on air. On Tuesday, we ran a missing persons report on the news using the real presenters for added authenticity. On Wednesday, our animated character stepped up to present the weather in place of the real Caitlín who was still missing. And on Thursday Caitlín Nic Aoidh returned to confront her digital doppelganger.
These stunts were picked up by news outlets and celebrities around the world, featuring on likes of Huffington Post, CNN, Digital Spy, Mashable, Have I Got News For You and BBC Newsnight.