In Spring 2020, we partnered with Molson Coors’ Miller Genuine Draft (MGD) to create a Canadian-specific video campaign that would solidify the brand’s presence in the urban culture space. The campaign leveraged the global Miller Design Lab platform with the theme “Customized for the Night” and featured renowned creative director Jeff Staple.
Despite the challenges posed by COVID-19 restrictions, we successfully delivered a high-impact campaign that resonated with young millennials in Toronto and Montreal.
Activation Agency: SDI Sports
Navigating Virtual Production and Tight Timelines
COVID-19 Restrictions: All filming had to be conducted virtually through Zoom, complicating the production process.
Coordination Complexity: Managing the schedules of the global creative director, influencers, and the client within a 6-week timeframe added another layer of difficulty.
Maintaining Quality: Ensuring high production value through virtual means and integrating supplementary content like stock footage and user-generated content (UGC).
Strategic Planning and Creative Execution
Strong Concept: The campaign centered around sneaker customization, a trend that resonated well with our target audience of young millennials. This theme aligned with MGD’s urban culture positioning and provided a strong foundation for the content.
Effective Collaboration: We worked closely with Jeff Staple, Canadian sneaker creator Jack the Ripper, and a carefully selected group of influencers. This collaboration added authenticity and appeal, helping the campaign stand out.
Adaptability and Innovation: Given the limitations of virtual production, we incorporated multiple takes, rehearsals, and pre-recording tests to ensure smooth execution. We enhanced the final content with stock footage and influencer-provided media to maintain a high standard of visual storytelling.
Delivering High-Quality Content Despite Challenges
Our production process was meticulously planned to ensure all key milestones, from filming to editing, were met within the tight 6-week schedule. We coordinated schedules with all participants and conducted thorough testing to ensure Zoom worked seamlessly for the virtual shoots.
Post-Production: We worked closely with both MGD and Hypebeast to ensure the content met platform requirements and adhered to the predetermined timeline. By integrating UGC and stock footage, we created engaging and visually compelling videos that fit the campaign’s narrative.
Achieving Impressive Reach and Engagement
Impressions: The campaign generated 9.5 million Canadian impressions, significantly increasing MGD’s visibility in key markets.
Engagement Rates: Influencer content achieved a 10.5% engagement rate, while MGD’s social channels saw a 15.4% engagement rate, reflecting strong audience interaction.
Community Amplification: By highlighting community involvement, we generated over 250 shares, driving over 300,000 organic impressions and 60,000+ organic video views on Instagram Reels and Facebook videos.
Recognition: The campaign reached the “Most Hyped” position on Hypebeast.com, further solidifying its impact within the urban culture scene.
Establishing MGD’s Place in Urban Culture
The campaign not only met but exceeded the client’s expectations, cementing MGD’s brand identity in the urban culture space. This success led to further collaborations, including social content projects like Miller Music Amplified.
Overcoming Obstacles to Deliver a Standout Campaign
Through strategic planning, creative collaboration, and adaptability, we successfully executed a campaign that achieved impressive results despite the challenges. The MGD project is a testament to our ability to deliver impactful content, even under difficult circumstances.