Bayer New Zealand has brought in the help of How to Dad’s Jordan Watson to promote its Berocca Forward energy drink.
The campaign by Socialites has seen Watson share a video about how the drink gave him the energy he needed to exercise and work on his ‘dad bod’.
“My short shorts weren’t fitting,” he says, before showing how the Berocca drink upped his energy levels through a montage of clips of him exercising.
Senior brand manager for Bayer Consumer Health Sarah Alexander says it couldn’t wait to kick off this campaign on social as it’s a first for the company and it knew the video would make an impact.
“Within 24 hours we received comments from Jordan’s audience asking where they can buy the product, including fans from the US and UK. The video has inspired them to buy the drink – that’s a terrific endorsement.”
It’s evidence that in this day and age brands must become the content people want to consume rather than an interruption of what they are already consuming says Socialites strategist Rochelle Sheldon.
“For this reason, and due to the fact that Berocca Forward had a limited fan base, a social influencer strategy was considered as the most effective campaign to deliver. While it was imperative that the social content created was on brief for Bayer, creative control was in the hands of the influencer,” she says.
Watson is the first of a range of influencers who will be used in the campaign and each one will open up a new fan base for Bayer to engage with on both the influencer’s post and as well as Berocca Forward’s own Facebook page.