CD and BURDA promote “The pure life”

Body care brand CD sets hopes high on integrated video content campaign
The body care products manufacturer Lornamead strikes out on new paths in its communication strategy: for the first time the manufacturer of the body care brand CD makes a large-scale investment in a campaign that combines content marketing and cross-media advertising. The integrated concept of BCN (Burda Community Network), C3 Creative Code and Content and Tomorrow Focus Media won the pitch. “The campaign communicates CD‘s key brand attributes and values in an emotional, precise and new, authentic way – it was convincing”, said Stefan Mulder, Vice President Marketing Europe at Lornamead.
Aim of the campaign is to support the brand initiative “CD – The Pure Life”. For this purpose, the storytelling in video format seemed most appropriate and became the central element of the campaign. Each of the three clips conveys one of CD‘s key brand values: sustainability, social commitment and deceleration. The focus of the documentary format produced in the Visual Lab of C3 lies on authentic, “real-life heroines”, who make a difference in everyday life with small accomplishments.
The video on “sustainability” shows Tanja Krakowski and Lea Brumsack. Carrots and potatoes that did not grow straight, freaky-looking zucchinis: the two Berlin girls offer under the label Culinary Misfits regional vegetables and fruit that look too crooked for the supermarket shelf.
The complete video content is bundled as part of the brand initiative “CD – The Pure Life” on CD’s website Beginning with the end of April there will be a considerable push across the entire range of the Burda media brands. In addition to traditional product advertisements, the creative team also makes use of ad specials such as glued-in product samples and kits in the magazine Freundin. TV Spielfilm plus produces the “top guide” to film heroines and combines it with the TV Spielfilm play app which links directly to the CD video via augmented reality technology. In parallel, various advertising formats are run on the platforms Focus Online and Huffington Post Germany. C3’s targeted seeding activities for the video content on facebook and YouTube as well as on the social video marketing platform “unruly” complete the campaign.
“Burda covers the entire value chain: from content creation and production to an efficient increase in reach and targeted social media measures. This is the right way to meet consumers”, Marc Leonhard, Director Communication Consulting at Lornamead’s media agency Carat Germany comments on the new campaign.
Christian Rademacher, Head of Media Sales Region Hamburg/Berlin, BCN: Carat’s strategy for Lornamead pursues a clear goal: gain relevance through content and increase reach for CD. We are very proud that we were able to convince with our joint service portfolio offering an “all-in-one package” which includes C3’s customized content production as well as the integrated on- and offline media planning.”
C3 Managing Director Lukas Kircher: “The CD campaign follows the “converged media” approach that we developed together with BCN and it proved to be well received on the market. Promote original video content via own channels and smartly link it to paid – this is the future of brand communication.”