Yeo Valley are an organic dairy products company in the UK. Getting noticed in this commodity market is not easy. Building brand awareness is tricky but this company employed some great storytelling skills in a new campaign.
The Yeotube video score over 1.5m views since its launch with many spin-off videos also making a connection back to the brand.
The 2 minute ad shows young farmers rapping about Yeo Valley, its purity, coolness and connections to nature. By telling there “Who am I Story” on national TV in a video they enabled both rational and emotional messages to mix with word of mouth potential trough the viral release of the video. Most of all the effective use of varied visual volume gets it noticed.
Does Storytelling work then? Its clear this advert boosted sales by 10m in the last 12 weeks with spend per household up by 16% in the same time period. Its created a connection to its audience. It seems though that its is very similar to the Ontario, Canadian milk board Advert which is very similar. Marketing Manager Ben Cull from Yeo Valley might not have had the original idea but ist is certainly much better thought through and produced.
- Yeo Valley rap advert attracts brand new online audience (weblogs.hitwise.com)
- Yeo Valley TV debut seems eerily familiar | Media Monkey (guardian.co.uk)