Valio Tribute to Lemmy Kilmister

Results

More than two million views within a week, all organic with no paid media, plus high quality and all positive global news coverage across all five continents.

A high risk film about the Motorhead legend on behalf of dairy company, Valio on YouTube

What did we do?

In December 2015 our client hasan & partners shot a short film starring Lemmy Kilmister, the Motorhead frontman, for its dairy client, Valio.

During post-production we heard the sad news of Lemmy’s death. The ad wasn’t due out for a few months, but rather than consign what we had to the trash, we quickly developed an alternative strategy that would tap into his family’s request for people to share their memories of the rock legend.

We had to work fast for the campaign to have relevance and achieve maximum reach.  Instead of create a new TV commercial we turned the footage into a tribute and launched with combination of PR and social, no paid media, as we believed that paid would undermine the tribute and be seen as tasteless, commercial opportunism.

Our international PR and social media plan was a calculated high risk campaign, given the launch would be the day before Lemmy’s funeral.  We believed that if we got the strategy and execution correct it would deliver a very high return.

To set the tone we selected three media to launch: Buzzfeed, Guardian and Fast Company – each with a tailored story to reflect their audiences.

The PR team developed the messaging and worked on several scenarios based on the reaction to the video.  Once buy-in was achieved from Lemmy’s family and management, we sold the story in to our launch media, interviews were conducted, images and video placed with an agreed embargo time on Friday 7 January.

Results

The three launch media delivered their positive stories and we followed up with a sell-in of the story to other international media and news wires.  All in parallel with social media influencers.  Twitter and Facebook were the primary platforms for seeding and sharing.

A monitoring team listed across all social media platforms particularly in case the messaging turned against the principle of the tribute, but very few people denounced the story.  The response was overwhelmingly positive.

We got more than two million views within a week, all organic with no paid media, plus high quality and all positive global news coverage across all five continents.

This led to worldwide fame for Valio and it opened doors for large global retailers.  One major supermarket chain in particular asked for a meeting to list some of Valio’s product lines.

According to independent research organisation, Cision, the average paid media (traditional media) advertising equivalent value would have been between €2.6m and €3m