Challenge

Sainsbury’s partnered with Save The Children and HarperCollins children’s books to help improve child literacy in the UK. Their big festive TV ad adapted a new, specially commissioned Judith Kerr story, ‘Mog’s Christmas Calamity’ - it was a big hit.

However, Sainsbury’s needed to ensure the child literacy message got the attention it deserved, whilst keeping the supermarket (and it’s brand proposition of ‘Christmas is for Sharing’) front of mind across the competitive and crowded festive period.

Solution

The Storytellers - a content-led social campaign to find and celebrate storytellers across the country.

Activity

Through a series of online films we asked people to share their reading of ‘Mog’s Christmas Calamity’. We also partnered with Skype for a media first ad placement, allowing people to film and submit their reading within the ad itself.

The best submissions featured in a series of mini-films across the period and culminated in a final, nation’s reading of ‘Mog’s Christmas Calamity’. We premiered the film to customers online across social and paid media, and even created a special TVC version that aired nationwide on Christmas Eve.

Results

‘The Storytellers’ gave Sainsbury’s a platform for continuous engagement across the busy Christmas period. Video content drove 3.14m views across Facebook, Twitter and YouTube. The entire campaign, including Skype partnership and prime TV spots in the week before Christmas, reached a staggering 22m people. What’s more, by encouraging people to buy and read the book with their own families, we helped Save The Children raise over £1.5m to help improve child literacy in the UK.

 

Our innovative approach was also recognised by the industry. 'The Storytellers' was an integral part of Sainsbury's overall campaign 'Sharing the gift of reading', which won a silver Cannes Lions & silver Festival of MediaGlobal Award.