Tales of the Wild creative ideas revolve around telling stories of man that have find true happiness in following their own path. They one way or the other have found themselves in confronting to the wild.

The execution of the series had to be consistant with the concept and the product.With a strong authentic feel. The 4 episodes were all shot in 16mm anamorphic film over a period of 3 months in Patagonia, Australia, California and France.

The TOW campaign has been released on the following digital platforms : Tow.com / Vimeo / Youtube / Facebook / Instagram (teasers) / Shazam and also theatrical in France in all MK2 theatres & in all Air France Entertainment Flight System.

Affinity targeting on digital platforms has proven to be highly efficient in complement of traditional targeting for this Branded content project.

For example the specific keywords « documentaries », « horses », « Yosemite » « outdoor activities » have performed the best (40/50% view rate) along some more traditional keywords « fragrance » & « perfume »

Moreover our partnership with VIMEO proved to be successful in meeting a new target complementary to Youtube/FB.

Youtube has proven to to be the best plateform for video to be actually seen by the audience, especially when targeted strategically when traffic retargeted for some specific platforms (Vimeo).

In addition, with the Youtube Trueview format, it also allowed a preroll ad of the Sauvage TVC to be systematically presented before playing the TOW campaign which served directly the Dior strategy to reach more audience and connect with the product.

Same strategy has been opted for the theatrical & Air France entertainment flight system release, the 30s Sauvage TVC was presented in pre-roll of the episodes and/or trailer of the TOW campaign.

the 1min 30 Trailer had a 88% completion rate

The 6 minutes episodes had a 50% completion rate

Total view at the end of the year around 13million

Extraordinary performance of the long formats on Youtube where people watched more than 3min in average!

In comparison, on Facebook people watched in average 7sec.

The serie was featured on the entertainment system of AirFrace in the new released film section. It performed #8 out of 18th film made for cinema. This single stat is for us the proof that we can beat entertainment with branded entertainment