Epic failure videos are hugely popular, racking up millions of views around the worlds. When you have a brand called Smash to promote, they’re also hugely useful.
Swedish creative agency, KID, has seized on the magnetic appeal of these funny videos to bring the chocolate snack bar, Smash, to the fore for a younger audience.
“We’ve all seen them, laughed at them, now we’re using them to build memory structures between what our audience loves to see on the internet and what they love to eat when they are scrolling the internet, stated Jacob Eklöf and Samuel Skwarski, creatives at KID.
The campaign’s series of films on TikTok and YouTube include faceplants, kickbike-crashes, monowheels, and people plunging through the ice to get the brand name across with considerable efficiency. It has triggered a brand awareness increase of +28% and brand favourability, +15%, while the videos have been saved over 4000 times.
