‘Nutri-Grain Presents Unstoppable’ is a branded content platform idea with a single purpose – to inspire Australian teens to believe that nothing should ever hold them back in life. To do this, we found amazing individuals from around the world who exhibit the brand’s core pillars of courage, strength and determination and told their incredible stories in long form documentary films.

These included:

1. Andy Hensel – one of Australia’s best up and coming FMX riders who suffered a horrific accident that left him paralysed from the chest down. Undeterred Andy became the world’s first paraplegic to back-flip a dirt bike 360 degrees in the air.

2. Derek Rabelo – a blind Brazilian born with congenital glaucoma, Derek has let nothing hold him back in life. He learnt how to surf at age 13, and then went on to conquer Hawaii’s infamous PIPELINE surf break.

The content platform is a series of stories that reflect the long-held brand values of Strength, Courage, and Determination: the emotional underpinning for living unstoppably. This includes the development of three hero stories that received the bulk of our paid media support, and two Hub stories on the Nutri-Grain YouTube channel, the brand’s Facebook page, and website. Our two hero stories were launched three weeks apart for maximum impact on each and follow the same two-phased approach:

1. Seeding: To give teens a sense of discovery of the platform, we seeded the content on teen sites where they naturally seek out what’s ‘new’ which included pedestrian TV, Boom and Unruly.

2. Launch: Three days after seeding the first story, we launched on YouTube and Facebook. We did this: 15 second pre-rolls and 50 second teasers, that drove to our hero stories.

• Baseline sales of Nutri-Grain – previously trending down, increased 21% points versus the previous year. This is a significant uplift – the likes of which most large, well-established FMCG brands can only dream of. In fact it’s the biggest sales turn around in Kellogg’s Australia’s history.

• In the first 12 weeks, baseline sales had reversed from -6.4% to +12.7% and profitability had already smashed the annual target, delivering $1.86 million incremental profit.

• Since then sales have built not just from existing users buying it more often, but from new households buying into the brand and penetration is the highest it’s been since 2004 – with 300,000 more households.

• In a country of 3 million teens, the films have received over 5 million views.

• All three films ranked in Youtube’s Top Ten most watched ads in Australia.