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 RelativeEdoardo MeccaThe 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

challenge

Increase the brand awareness of Save the Duck.

solution

Develop a social media branded content project featuring a fun and totally viral concept.

result

4 videos and over 1,400,000 views for the video made by Francesco Clapis.