We released the film exclusively on social media four days before Valentine’s Day. The approach was to encourage native viewing on Facebook and Twitter, so we capitalized on Nissan’s existing social audience on these channels, and subsequently the video spread widely, mainly via organic sharing. In the days leading up to Valentine’s Day we produced further content, such as GIFs extracted from the video, and funny Valentine-style e-cards, to keep the momentum going and push more and more people to watch the main video.

The video was a huge success, generating 2.4 million views in just two weeks either side of Valentine’s Day. This high visibility far exceeded the client’s goal, and has already influenced Nissan’s social media communication strategy going forward. The campaign was also widely covered in the marketing and automobile press and was named by both Marketing Magazine and Brand Republic’s as one of 2015’s stand-out Valentine campaigns.