With this pilot program, DuPont wanted to encourage conversations and increase awareness amongst an audience of "curiosity seekers." This is a group that is hungry for information and seeks out environments like blogs to gather it.
Denuo concluded that DuPont's 200 year history of scientific innovation made for amazing stories. Researching these led to the discovery of a rich vault of video archives. Upon unearthing this, it became apparent that video was a compelling vehicle to bring the stories to life.
DuPont's archival film was remixed with new footage to create DuPont Science Stories: mini-documentaries around its groundbreaking science. Denuo collaborated with former Rocketboom host, Amanda Congdon, and invited feedback from key bloggers to help present the stories in a way that was true to the space and audience.
The stories were placed on a hub and were distributed through partner and video sharing sites. Partners included BoingBoing and SEED ScienceBlogs -- places that appealed to the "curiosity seekers" and were natural settings for conversations to occur.
Most partners could not stream video in ad space. Denuo worked with Brightcove to video-enable them. Viewers were also empowered with ways to easily share the videos.
The program successfully delivered on two key objectives:
1. It generated tremendous word of mouth. 25% of views resulted from word of mouth. Over 60% of A18-44 (over 75% of A18-24) indicated they would tell an average of 5 people about the videos. Considering the word of mouth impact, the pilot drove close to 140k video exposures.
100+ sources covered the program, spawning 600+ comments. Coverage included favorable trade press from outlets including Forrester and AdRants.
2. The videos positively impacted sentiment around DuPont. 90% found the videos interesting, gave new information and/or learned something. There were also positive shifts across brand attributes; exceeding results from previous campaigns.
Credit Information
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Client: DuPont
Agency: Denuo
Budget: $200k
Date of Campaign: 3/19/07-4/19/07
Contact Name: Dan Buczaczer
Case Study URL: www.stories.dupont.com
