We brought back the heat to Albert Heijn’s promotional campaign by making it sexy, and highly entertaining to watch for the social audience. We found a way to make a functional, highly commercial promotion stand out in a sea of sameness, by piggybacking on the hype around online health influencers.

We introduced a satirical work-out format, called ‘Belly Butt Promo’. With the steamy Davy Eduard King, the seductive fitness guru. But instead of training with dumbbells & weights, he trains with promo products. Soda Squats, Cracker Crunches, Toilet paper Push-ups… Davy’s got your back with your weekly workout regime.

We used the large social platforms, Facebook and YouTube, to reach as many people as possible with the popular format. Although organic growth is preferred, we put (low) budget media spends behind the episodes to achieve enough views.

As a result, ‘Belly Butt Promo’ became a real social hit with thousands of fans. We closely monitored each episode to track the comments and the sentiment, which were used as input for the next episodes. By making episodes more relevant each week and keeping our audience highly engaged and entertained, brands took notice, and wanted in on the fun. Against, a price of course.

‘Belly Butt Promo’ performed outstandingly well on various engagement metrics. The format was able to generate over 10 million ‘Appie Views’ (that’s a whole lot in a tiny country with just 17 million inhabitants). ‘Appie Views’ are views that are longer than 30 seconds. Moreover, the online format had a 90% organic reach and an average view-through-rate of 42%.