Millennials have access to masses of information and, when it comes to education, they're better off than any previous generation. But, somehow they missed out on essentials needed for navigating everyday life, like knowing how to change a tire or fold a fitted sheet.

V is all about making people a bit better and is well known as "The Massive Hit That Improves You A Bit', and there was definitely room for improvement, both in millennials basic life skills and in the multitude of frankly boring 'how-tos' available to them.

Enter V Skills, 24 pieces of informative, entertaining branded content, focusing on teaching millennials life skills making them be a bit better at... life.

We collaborated with creators and influencers who knew the audience well, helping millennials be better at everything from tying a tie and asking someone out, to avoiding alien abduction and knowing llamas from alpacas.

On November 1st 2016, 16 million limited edition V Skills branded cans were released onto supermarket shelves across the country. By scanning a can users would be given access to one of 24 skills videos.

A trailer explaining the V Skills platform was seeded to our audience via targeted YouTube and Facebook media buys that ran through to the 2nd Jan.

The skills videos lived on VSKILLS.TV, a custom-built web environment, and were pushed out to our audience via targeted media buys on YouTube, Facebook and SnapChat.

The digital campaign was supported by a national OOH media buy, 5x pieces of artwork, as well as 2x full bespoke station dominations at Bondi Junction and Central station in Sydney.

The campaign saw 63.4 Million total impressions, 23 million video views and reached over 80% of our 18-24-year-old target audience.

Engagement on V's Facebook page was up 1060% during the campaign period, compared to the previous quarter, and resulted in thousands of Facebook conversations around everyday life skills, with sentiment resoundingly positive. Native content, seeded on Pedestrian TV's and VICE's social media channels, saw averages of over 7 and 10 minutes on page, respectively.

A Google Brand Lift Study showed the campaign achieved a best in class ad recall of 44.9% as well as an above average lift in brand favorability of 9.6% amongst our target audience

Most importantly sales of Skills cans were a whopping 11% over the monthly average and 19% higher than the previous quarter’s results, equating to millions more cans sold.