Best Use Of Data/Insight/Research
Harvester's Sneaky Harvester campaign demonstrated how research and insight can be used to build an effective campaign to communicate their proposition and encourage loyalty.
Harvester turned to social media to uncover customer truths in the form of customer outrage when being left out by their friends/family of a Harvester visit. This was harnessed by the brand's Sneaky Harvester VOD campaign which was shared across social media, broadcaster VOD, and radio to drive reach. The video dramatized being left out of a Harvester visit in a humorous way whilst being fundamentally relatable to their target audience.
The end result saw the video being seen by 7.7m people with a significant lift in brand metrics. The campaign strategy, which was developed through insight, was a clear driver to connect with consumers on a wide-spread basis.