The idea consisted of revealing how Pescanova had discovered a new behaviour amongst shrimp. And how that behaviour had resulted in a new form of fishing technique and art-form.

This took the spectator through a documentary journey where we explained the discovery, the fishing art, and the key individuals behind this art-form.

At the end of the documentary, we would take the individuals through an interactive journey where they could continue to choose to believe our story and amuse themselves with additional content.

At the end of our interactive journey, we would reveal that of course this shrimp behaviour and fishing technique were obviously not true, and warned the spectators about the dangers of believing everything you see and read.

• Implementation:

The campaign was roled out in May 2017 on different digital mediums. Primarily Youtube and Facebook.

• Timeline

May 5th to May 30th.

• Reach

The fake documentary was seen by 1,174,487 people on YouTube

and by an additional 1,053,105 on Facebook.

• Engagement

More than 50% of viewers who started watching the documentary saw it in its entirety. The documentary also broke all of the brand's engagement benchmarks.

• Impact

400K Earned media.

In terms of earned media, the news the documentary produced impacted 3.5 million people, appeared on 3 different TV shows/news, and one of Spain's most famous radio hosts dedicated and entire section of her show to the campaign.

The campaign also became trending topic on Twitter, and it became a trending video on YouTube and Google.

Per our brand objectives we saw a very considerable increase in all the brand items of the brand tracking report we were trying to tackle:

Innovative: +22.2%

Fresh & Dynamic: +9.9%

Modern: +4.4%

Quality Brand: +9.6%

Brand I can trust: +4.5%

Healthy: 6.9%