Users often take to Twitter to vent about their bad days. With 305 million active monthly users, that’s a lot of venting!
In a multi-week social media campaign devised by McKinney, Nationwide used Vine and Twitter to respond to users with certain keywords in their tweets.
Since the insurance company is owned by its policyholders, Nationwide was looking for a way to connect with its audience and demonstrate the fact that they put people before profits. Nationwide combed Twitter for common bad day scenarios, like spilling coffee on yourself or missing the train, and then responded with a personalized animation and a gift card they could redeem to “fix” their situation.
The campaign was targeted toward nearly a thousand people with significant Klout scores.
Myriad produced eleven 6-second Vine videos for Nationwide to distribute across social media for the #BrandNew campaign.
McKinney approached us with boards and scripts, and trusted Myriad’s tabletop director, Ryan Shelley, to envision the best way to bring these scenarios to life.
Each of the 11 diorama-like videos were made by hand in our small, in-house studio, using dolls and toys to depict the scripted “bad-day” scenarios.
The eclectic mix of paper-craft and store-bought props added to the spots’ production value, while keeping the perky aesthetic.
Each Vine featured at least one paper craft prop to give the campaign consistency. Since they were made by hand, many of the props and reveals took special wrangling.
There was the old refrigerator we purchased off Craigslist and then hollowed out so we could film from the inside, or the spilled glass of grape juice whose message appeared using stain repellent on a white couch.
In order to refrain from creating the “oops” Vine in-camera, we relied on a product called Neverwet and a homemade “oops” stencil. We spilled a mixture of grape juice and India ink on a co-worker’s white couch about 45 times until we got it correct. This series required us to get extra-creative… and replace the couch cover.
The ultimate goal was to give the Vines a childlike, playful personality. Eleven Vines were shot in-camera over two days, using no special effects or editing. To add to the “homemade” feel, we used a single camera and worked hard to create the effect of natural lighting in our office studio.
Our small crew was made up of a director, producer, DP, and gaffer. Most of the spots’ movement was achieved through stop motion. For scenes that didn’t require stop motion, we put props on sticks and monofilament string to give the videos that DIY feel.
The Myriad team spent a week storyboarding each Vine, which overlapped with prop hunting and set building. Our director and creative team planned, storyboarded, tested, and then storyboarded again. Editorial and sound for all 12 Vines took approximately a week, as sound design was crucial to giving the spots their quirky personality.
Once released on social media, the #BrandNew campaign generated a whopping 2.3 million potential impressions, and increased positive conversation about @Nationwide by 44%.