Save The Duck
Four YouTubers for the brand of animal-friendly padded jackets
Social Media Branded Content
Capitalising on the media trend about raising awareness against the senseless use of duck feathers in fashion products, Save The Duck, the brand of animal-friendly, 100% duck-free padded jackets by Forest, wanted to increase its brand awareness by leveraging one of the brand’s strengths – the use of synthetic down feathers.
Connexia proposed a social media branded content project featuring a fun and totally viral concept, and selected and hired four of the most popular YouTubers. The web stars Relative, Edoardo Mecca, The Frenchmole and Federico Clapis were armed with ducks and tasked with hitting the streets to catch everyone wearing real-down jackets on camera.
Federico Clapis, a.k.a. Behind A Selfie, was one of the stars at the 87th Pitti Immagine Uomo: his video featured passers-by around the Fortezza da Basso in Florence and got over 900,000 views in just one day.
CASE STUDY IN 3 STEPS
challengeIncrease the brand awareness of Save the Duck.
solutionDevelop a social media branded content project featuring a fun and totally viral concept.
result4 videos and over 1,400,000 views for the video made by Francesco Clapis.