INFINITI

Employee of the Month

Brief

To produce a campaign that raised awareness of INFINITI’s long standing involvement in Formula One (and with Daniel Ricciardo), showcased INFINITI and its Technical Partnership with Renault F1 Team and connected with INFINITI and F1 fans.

Action

Prism identified Formula 1 driver Daniel Ricciardo as a common element between INFINITI’s time with Red Bull and their current collaboration with Renault F1 Team, and proposed to do social media campaign with a humorous video at its core featuring Ricciardo attempting to become the ’employee of the month’ at an INFINITI dealership.

Paid media activation was recommended across the entirety of the content series for at least 30 days for maximum impact. The film was scripted, produced, directed and distributed by Prism. As part of the campaign, Prism also created a comprehensive suite of assets (including hero video, shorter video edits, images, Instagram Stories and copy) and an exhaustive toolkit for all the INFINITI markets across the globe, to allow them to get involved and share the campaign on their local channels.

The ‘Employee of the Month’ campaign utilised a content mix across YouTube, Instagram, Twitter and Facebook across seven stages.

Outcome

Statistically, Employee of the Month was the most successful video operating on INFINITI’s Global YouTube channel with 90K total engagements across all platforms, 1.1 million video views across all content pieces (including over 700K views on YouTube) and 7.1M total unique reach. The video gained 11.48% attention rate with $4.4M Estimated Media Value and 3m10 average view duration (109% more than the whole INFINITI YT channel). With the hero video delivered only through the Global YouTube channel, the markets employed page post links on their social pages to distribute this content to the International audience. Combining that with distribution to various trade media outlets, traffic from social and traffic from external sources, users had plenty of opportunity to come across the content.

This traffic amounted to 12% of the total views achieved by the main video. 3.5% of those views came from Facebook alone. Finally, in September, the Singapore market joined the rest of the regions in adopting Employee of the Month – qualifying as one of the best campaigns ever on INFINITI channels, Employee of the Month was also one of the ‘Top 5 most-watched videos of 2019’ in the Sport Industry’s TV section.

With the hero video delivered only through the Global YouTube channel, the markets employed page post links on their social pages to distribute this content to the International audience. Combining that with distribution to various trade media outlets, traffic from social and traffic from external sources, users had plenty of opportunity to come across the content.