Challenge & Goal New Duracell batteries with Power Boost Ingredients are engineered to give you more when you need it most. So, how do we spread the word to all the adventurers out there and establish the brand as the official battery of the great outdoors?
Insights & Strategy People are enjoying the great outdoors in record numbers, and whether you’re a weekend or extreme adventurer, you have to be able to count on your devices to work. So, we partnered with the ultimate survivalist, Bear Grylls, and the Make-A-Wish Foundation to power outdoor-related wishes and boost brand awareness and brand love surrounding the Power Boost launch.
Execution We kicked off our #EngineeredforMore campaign by following the adventure of Bear and Cameron, a 13-year-old fan who had undergone a kidney transplant. Together they navigated caves, forests and desert terrain, relying on devices powered by Duracell with Power Boost Ingredients. Good Morning America captured their adventure and aired an exclusive segment on launch day, followed by a flurry of social media activity, a virtual media day with Bear, and more. Duracell's new batteries continued to power outdoor moments that mattered with local wish-granting events all summer long.
Results & Impact
life-changing Make-A-Wish kids’ wishes granted
media impressions through major outlets
impressions earned via Bear’s media day
impressions generated by a VNR and matte release
video views far exceeded the 100,000 views needed to trigger the donation
benchmark for influencer program exceeded