eyeka & crunch cereals : these social videos allowed crunch cereals to engage gen-z consumers...

Since CRUNCH Cereals stopped communicating on TV, the brand wasn’t top of mind in the category anymore & sales went down. To gain the mind of young consumers back, CRUNCH wanted to engage with teens online through fresh, creative video content. For that, they turned to eYeka.

7 WINNERS TOTAL83 SUBMISSIONS 1 PROJECT

BRANDCHALLENGE

#CrunchAd PROCESS

INSPIRATIONPrint ad contest to

explore territories & craft a potent brief for

filmmakers.

TALENT PITCHFilmmakers pitch their stories & credentials, Nestlé selects

best ideas & talent.

PRODUCTIONNestlé team & selected

filmmakers produce creative, on-brand social videos.

44 PRINT ADSFROM

16 COUNTRIES

39 PITCHESFROM

14 COUNTRIES

Print ads helped Nestlé CRUNCH & eYeka to explore unchartered

communication territories.

1

#CrunchAd PROCESS

Filmmakers sent in video pitches, presenting their TVC ideas &

production credentials to Nestlé.

2

#CrunchAd PROCESS

The brand selected 3 winning pitches & produced the final

videos together with creators.

3

#CrunchAd PROCESS

#1aceblvdGraphic design - video - Illustration - AnimationFrance

293,660Creative score

83 contests joined37 entries acceptedWon 13 contests

How to be a bad boy

https://www.youtube.com/watch?v=ApHVQsXjr_s

#2duncan88smithVideo - Script WritingU.K.

162,290Creative score

125 contests joined24 entries acceptedWon 6 contests

Final Version - Crunch Contest

#3LoiclasneVideo - Illustration - Creative Writing - Script WritingFrance

109,100Creative score

54 contests joined24 entries acceptedWon 4 contests

Crunch

AMPLIFICATION & RESULTS

PRE-ROLLAmplification on Facebook & YouTube,

targeting teenagers

More than 100,000 clicks

Over11 million

views

73% to 82%VTR

(vs. 70% market average)

82% of target audience

watched 100% of YouTube ad

WHAT CRUNCH SAYS

“Throughout the process, the entries proved consistently high in quality. The co-created videos resonated very well with our target audience on social media.”

Julie Ghidina, Senior Brand ManagerCPW France, Nestlé & General Mills

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