Duracell
Engineered for More: Innovation & Platform Launch
Summer of 2022 marked one of the biggest innovation launches in Duracell’s 100 year history, new Duracell with Power Boost Ingredients. The only problem… People don’t care about batteries or battery innovation.
With the aspiration of building brand equity through relevance, we set out to make Duracell with Power Boost ingredients irresistible to young consumers. I accomplished this through the development of an exciting and insightful new creative platform, “Engineered for More,” which positions Duracell as the brand obsessed with helping people get more out of the moments that matter most to them.
Game Longer
With 3 billion self-identified gamers worldwide, it was clear that Duracell must build a strong connection with this important and rapidly expanding community. Our goal was to build trust and relevancy by assisting this community in one simple, yet major priority, to game uninterrupted.
Duracell had already created a battery proven to last longer in the Xbox controller, but with the launch of the year’s hottest title, Halo Infinite, our goal was to take that commitment to gaming longer one step further. Our solution, the Game Longer Getaway, a sweepstakes providing one lucky winner a week of uninterrupted gaming paradise.
Holiday: Your Gifts Deserve Duracell
The holiday season is a $750 billion spectacle filled with celebrations, togetherness and big-ticket gifts. However, some of us cut a corner when it comes to the batteries that power those moments.
Our aim was to make Duracell indispensable during the holiday season. After years of pandemic-based isolation, we understood the importance in helping people celebrate their holidays to the fullest. Utilizing a multifaceted approach of owned content and media/influencer partnerships, we successfully drove home that message that, “your gifts deserve Duracell."
Innovation & Platform Launch: Engineered for More.
In 2022 Duracell’s brand aspiration was to both make Duracell irresistible to consumers and excite them about the launch of something big, Duracell with Power Boost ingredients.
To do so, we needed to:
1.Establish Duracell as the superior choice
2.Differentiate Duracell from competitors (Energizer)
3.Position Duracell as a brand that is “relevant to me”
We peeled back the onion to truly understand and anticipate people’s power needs. People live a busy and complicated life and their desire is to simply get more… More rest as a young parent, more time gaming after a stressful day, more enjoyment in the outdoors (even after the sun sets), etc. This led to the creation of a new brand platform and campaign, “Engineered for More,” showcasing how Duracell with new Power Boost ingredients is designed to help give you more out of the moments that truly matter to you.
Utilizing assets from the brand commercial shoot, we created bespoke social assets for the launch of the Duracell TikTok channel, which is focused on battery-related tips and tricks for new parents, outdoor enthusiasts, etc
Demo videos balanced assets focused on brand storytelling by clearly highlighting the performance differential of new Duracell with Power Boost ingredients.
Miami GP x Williams Racing Partnership
To help spread the word of Duracell’s dedication to innovation benefiting people in the moments that matter most (Engineered for More), we looked to one of America’s fastest growing sports, Formula 1, partnering with iconic team at Williams Racing. May 2022 marked the inaugural Miami Grand Prix, the first F1 race in Miami and only the second race in the US on the circuit. Leveraging the race as the marquis kick-off event for Duracell’s Power Boost launch, we successfully drove brand awareness, for both our innovation and new platform, Engineered for More.
We also partnered with the Make-A-Wish foundation to simultaneously give back to the community, build brand love and buzz, and embody what it truly means to get more out of the moments that matter.
Results
The Make-A-Wish activation earned 530M+ impressions (including coverage on ESPN and Yahoo!) and 20M+ social impressions.
The OOH activations delivered 20m+ impressions via branded automobiles at Miami’s hottest locations including Brickell, Lynwood, and Miami Beach and 70+ hours of advertising via a digital boat floating directly off Miami Beach.
Demo videos balanced assets focused on brand storytelling by clearly highlighting the performance differential of new Duracell with Power Boost ingredients.
Gaming: Game Longer
Young consumers are critical for the growth and success of brands today and tomorrow. One of the best ways to authentically connect with this audience is through their key passion areas. With 97% of Gen Z identifying as gamers, it became clear that a deep relationship needed to be developed with the gaming community.
The best way for a brand to build relationships with its audience is to provide authentic value. Understanding gamers desire of uninterrupted play, it became clear that time was their biggest opponent. From unreliable batteries that fail you in the midst of the gaming moments that matter most, to simply finding enough time to devote to their passion, time is the key to unlocking the ultimate gaming experience. With this insight in mind, I developed a campaign highlighting Duracell’s efforts to enable its community to Game Longer. This was brought to life via a sweepstakes, content series, and influencer partnerships.
Teaser video to spark and engagement and leverage energy created by the upcoming launch of Halo Infinite (the hottest game launch of the year).
Beyond the sweepstakes, additional digital/social content was created to further illustrate the importance of reliable batteries for uninterrupted gaming, and highlighting Duracell’s benefit of being the longest-lasting battery in the Xbox wireless controller.
Bespoke, quick turn social content created at the Game Longer Getaway (activation) created some of the most robust and highly engaged social content in the brand’s history while also clearly demonstrating Duracell’s product benefit and devotion to enabling gamers to #GameLonger.
To help illustrate Duracell’s proven longevity benefit, we enlisted top gamer influencers to stream their (Halo) gameplay while prominently featuring a custom widget, showcasing the energy levels of the Duracell batteries powering their controllers. Streamers also supported this messaging via social posts.
For reach beyond the hardcore gaming community, top tier influencers were enlisted to promote both the benefit of long-lasting Duracell batteries and their trust in the brand for their gaming experiences. 24.5M+ impressions were earned with and average of engagement rate of 8.6% (benchmark is 2-3%).
Content and activations with top gaming media partners authentically spread Duracell’s “Game Longer” benefit.
