The brief: We were asked to join Michael Kors ambassador Kate Hudson on a field trip to Cambodia to witness how Watch Hunger Stop - the brand’s partnership with the UN’s World Food Programme - is making a difference in feeding the world’s children. All funds raised from the initiative go towards supporting a school meals programme which reaches over 16 million children annually in almost seventy countries. We were asked to create a short film that would be used on the brand’s digital and social channels to showcase the brand’s campaign to fight global hunger.
The idea: We quickly realised that just one piece of content, plus various cut-downs, would limit us in the number of stories we would be able to tell from such a trip. Instead, we suggested a full video content strategy for Kors across broadcast, digital and social channels, which involved us creating over twenty edits from the trip to Cambodia, creating a multimedia newsroom to house all assets, and working with a series of our distribution partners to get content out globally.
The project: Our content consisted of a variety of edits ranging from 2m 30sec to 15 seconders, covering the opinions and experiences of Kate Hudson but also the school children she visited, their teachers, the school cooks, their families and local farmers. Our amplification involved media relations activity to broadcast news journalists, a global broadcast b-roll distribution, the creation of a multimedia news site at watchhungerstop.org and a paid media strategy.
The results: A reach of over 30m across online channels, over 400k views of our lead film online and a broadcast news audience of more than 70m people.