Appletiser Real Moments sparkles at the Digital Impact Awards
London, 24 July 2018 – We are excited to announce that our Real Moments campaign with Appletiser has been shortlisted at the Digital Impact Awards. This awards programme sets the industry-wide benchmark in digital stakeholder engagement and recognises the best corporate digital communications work in Europe.
Shortlisted in the ‘Best use of digital by sector – Food and Beverage’ category, our Real Moments campaign for Appletiser championed every-day celebratory moments shared between friends. Research showed that women were feeling an increased pressure to be ‘pretty’ and ‘perfect’ whilst also juggling their careers and everyday life. However, a new wave of mums, in their late twenties to early forties, were revelling in the freeing feeling of not doing everything “right”.
Our digitally-led, integrated campaign was inspired by this change in attitude towards life and parenting. We created 18 short films that captured the “so true it’s funny” stories amongst friends covering Mother’s Day, dating, summer and Christmas. Achieving over 10 million views, these videos celebrated the imperfect moments that women value opposed to the picture-perfect ones seen on social media. The videos also generated over 25 pieces of earned coverage including Daily Express, Daily Star, Grazia and Metro.
The full shortlist is available to view here and the winners will be announced on 16 October in London.