Channel of Bones is the name given to the stretch of water between Molokai and Oahu, Hawaii. As the name suggests, many lives were lost here due to unpredictable swell and extreme weather patterns. Not to mention the perils that lurked below the water.
Each year, 150 or more athletes take on this stretch of water on paddle boats. In 2015, Ironman, Kendrick Louis, took line honours and we were there to capture his journey.
Kellogg’s had recently launched Nutri Grain’s Unstoppable Individuals program, their revamped purpose-led brand positioning, and saw Kendrick as a fantastic ambassador for this initiative.
To share Kendrick’s journey, Frizbee built a suite of documentary-style videos with supporting social content showcasing his preparation and participation in the gruelling competition.
The digital and social campaign was sustained over two weeks through video vignettes and highly targeted social content.
In addition to digital and social promotion, The Channel of Bones documentary was aired nationally on the Nine Network and their affiliate channels. It has now been picked up by FOX Sports.
With an extremely humble budget, we were able to deliver the following, in just two weeks:
- 550k+ unique views across TV and social
- 40k+ Instagram interactions alone
- documentary was aired nationally on Channel 9’s WWS, capturing ~30% of the key demographic (16-35 years old)
- was Kellogg’s highest performing social campaign in 2015!
This was a fantastic example of how brands can leverage their ambassador’s stories for impactful content to engage the right audience.