Situation: CHILL.COM had a rebrand from being a CBD company predominantly based in the USA to an International Wellness Marketplace. They required content to help ease the transition and communicate the new brand story to their audience.

Task: Develop a campaign that appeals to the new Genz target audience while still resonating with Chill’s historical male dominated customer.

Action:

With any social media campaign it’s important to evoke emotion and provide value in order to be memorable and continuity to gain trust. Inspiration for this campaign came from the need for men to openly discuss topics surrounding mental health.

I hired Jacob Leeks an upcoming cinematographer and content creator, and briefed him on the series. Although I directed the content, Jacob was asked to adapt the script and so that it was authentic to him. We filmed Jacob in his everyday environment and his varying unfiltered emotions as it was important that the campaign was relatable and vulnerable.

Result:

We successfully communicated the message of normalising conversation around mental health awareness. The first campaign boosted Chill’s engagement by up to 30%. We then continued to a second and third series where Jake began to discuss functional ingredients and social topics relating to stress. This campaign was the proof of concept that Chill.com needed to begin exploring value driven, meaningful content.