dentsu-TVNZ #IsoCareKits get celebrities squabbling with envy

In March dentsu Aotearoa targeted 45 of Aotearoa’s most coveted influencers and content creators across Instagram and TikTok with TVNZ OnDemand Isolation Kits – full of all the goodies Kiwis need to survive thrive while isolating.

With Omicron sweeping the nation and many Kiwis yawning with boredom whilst confined at home, dentsu had one immediate thought: how could TVNZ save the day by providing some much-needed entertainment?

As the ‘creator economy’ has seen a meteoric rise over the last 24 months on TikTok, many advertisers have shied away from organic (unpaid) influencer outreach from the fear of low uptake, preferring to rely on paid partnerships to ensure ROI and to secure influencer posts. However, this of-the-moment idea and premium execution paid off for TVNZ.

Dubbed the #IsoCareKit, the care pack featured a custom TVNZ OnDemand content guide with everybody’s favourite shows available to stream free on OnDemand. The rest of the kit was filled with yummy snacks, TVNZ swag and products to help break home iso boredom.

Within a day news of #IsoCareKits had spread far and wide. 35 of the 45 influencers sent kits posted about them resulting in 1.6m impressions and sixty pieces of content across TikTok and Instagram.

Social media heavy hitters such as Chris Parker and Jazz Thornton unboxed their kits and took to their stories to show off to their followers the epic bundle that TVNZ had sent them, supported by the #Ad and #Gifted as per ASA guidelines.

Most rewarding of all was the viral talkability surrounding the kits. Famous influencers who didn’t get sent the kits started posting on their stories, tagging TVNZ and asking for their own. These went viral. Breakfast’s Matty McClean spent two full days posting about the Iso Kits before finally winning one in a segment on the ZM Drive radio show he was guest hosting alongside the show’s Clint Roberts, who was among the first to receive a kit.

TVNZ’s own social accounts also got in on the action, engaging with and sharing all the online activity and cheekily playing along with the rivalry unfolding between the celebrity ‘haves’ and ‘have nots’ of those who received the kits. TVNZ also ran a social competition for viewers to be in to win two coveted Iso Kits, with nearly 4000 entries within a week.

Head of Social at dentsu Creative Jess Edward says: “It all started with the idea of distraction. Isolation is boring, there is no two-ways about it. Consuming content is critical to making it through with your sanity (somewhat) intact.

We wanted to catapult TVNZ in to the heart of current conversation. What better way to do so than to partner with a range of relevant kiwi brands and content creators relevant to 18-24 year olds?”

TVNZ Publicity Manager, Cherelle Duggleby comments: “We’re thrilled with the response we’ve had to our TVNZ OnDemand Iso Care Kits.

We’ve seen incredible engagement with this activity and it was an excellent opportunity to showcase the breath of content available on TVNZ OnDemand, in a timely and relevant way.”

Credits

TVNZ:

Cherelle Duggleby, Publicity Manager
Rebecca Brown, Senior Marketing Manager
Emily Grace, Social Media Editor
Chris Hill, Lead Digital & Print Designer

dentsu Aotearoa:

Jess Edward, Head of Social
Alex Barlow, Head of Activations and Talent
Christina Goodwin, Account Manager
Jacob Schubert, Account Executive

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