Mondelez’ one-man band hits Twitter for #MorningWin

Campaign from Union reaches out in real time to reach "life shapers"

WiFi in the bathroom or a free cappuccino – that’s your typical Twitter user’s idea of a so-called #MorningWin. But Mondelez Canada, working with creative agency Union, had its own idea of what a #MorningWin might mean, harnessing the hashtag to raise awareness about its young BelVita brand of breakfast biscuits.

Over the course of ten days in March, nearly 80 Twitter users who tweeted the #MorningWin hashtag found themselves with a reply from BelVita’s own Twitter account. Those replies contained links to personalized music videos performed by one-man-band Paul David, also known as Bandaloni, based on those selected users’ #MorningWin tweets.

“The whole campaign was built around the insight that consumers want to celebrate their mornings rather than look at them as a gruelling unfortunate part of their day,” said Stacey Biggar, BelVita’s brand manager at Mondelez Canada, in an interview with Marketing.

Mondelez launched the campaign “with the strategic objective to drive awareness of the BelVita breakfast biscuits brand at key media intersections with a younger, socially engaged target.”

The songs were all written over the course of four days in real-time as #MorningWin tweets were received, and according to Biggar, they “definitely exceeded our success benchmarks.”

BelVita North America coordinated the #MorningWin campaign, and regional agencies such as Union were used to tailor the content for different markets. In the U.S., for example, similar videos were created by agency Droga5 New York.

Across all markets, BelVita’s target was what Biggar refers to as “life shapers” – consumers between 25 and 35 on the upswing of their personal and professional lives. At launch, the #MorningWin hashtag was described as celebrating “those who accomplish victories each morning, like eating a BelVita breakfast and getting the kids to school on time.”

The campaign is similar in some ways to that of Old Spice’s popular real-time YouTube campaign from 2010. Agency Wieden + Kennedy worked with Old Spice to write and record video responses to tweets in real-time, featuring the actor Isaiah Mustafa from previous Old Spice ads.

Last August, Bolthouse Farms also enlisted Proximity Canada to spearhead its own take, where consumers who tweeted about food cravings were sent personalized videos detailing the company’s Shakedown carrot snack product. More than 50 videos were shot in real-time over the course of two weeks.

Biggar said her team’s research found that those unpredictable or unusual videos tended to do well amongst consumers, and helped shape Mondelez and Union’s campaign goal “to be breakthrough, unusual and memorable.”

“A one-man-band isn’t something you see every day,” Biggar said.

Mondelez introduced the BelVita brand to Canada in July 2012. It currently comes in oat and honey, apple cinnamon, cranberry orange, banana oatmeal and chocolate, blueberry and oatmeal crunch.

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