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Skinny
Friend-vertising

RAN IN: New Zealand

CLIENT
Skinny

Ally Young - Chapter Lead Brand Marketing

AGENCY
Colenso BBDO *Lead Agency

1. Thomas Darlow - Creative Director 2. Beth O'Brien - Creative Director 3. Emma Leisegang - Business Director 4. Amy Pollok - Senior Strategist 5. Elsi Gibbs - Business Manager 6. Natasha Gill - Head of TV 7. Levi Slavin - Chief Creative Officer 8. Michael Swinburn - Copywriter 9. Luke Dawson - Art Director


PHD Media


Platform 29


SUMMARY

Skinny didn’t have a massive marketing budget. But they did have an army of customers who loved them. Considering that word-of-mouth is 92% more effective than advertising, we attempted to reach every Kiwi by casting our customers in ads targeting people they knew. We asked heaps of them to star in their own campaigns, imploring their friends and family to join them on Skinny. Then we handed over our media budget, enabling each spokesperson to reach their friends, family, workmates and acquaintances.


Hero Medium: TV

Audience: Mass, public

Objectives: Build brand equity, Increase brand loyalty, Retain Existing Customers

Language: English