Looma Project is a Durham-based startup that connects shoppers to the people and stories behind their favorite brands by displaying custom-produced short form video content in-store.
Challenge
Produce evergreen short-form videos despite an upcoming full brand refresh on all packaging. Maintain consistency in messaging and visuals without featuring cans first and foremost– which are arguably the most visually distinctive point of the brand.
Produce evergreen short-form videos despite an upcoming full brand refresh on all packaging. Maintain consistency in messaging and visuals without featuring cans first and foremost– which are arguably the most visually distinctive point of the brand.
Promised two campaign videos, above is a fun, underdog, people-forward angle to the Eastciders brand story– "Experience Life." Below, "Big and Bold" covers the fastest-growing, high-gravity category in cider, Imperials which sit at 8% ABV or above.
Direction
Two talented Looma producers shot on location at the Austin cidery and taproom to capture the essence of the brand and our people.
Visual emphasis placed on the liquid, creation process, and enjoyment use occasion while the narrative is driven by the very people that make up the brand.
Final videos speak primarily to independent and curious city-dwelling trendsetters in their 20s and 30s.
Two talented Looma producers shot on location at the Austin cidery and taproom to capture the essence of the brand and our people.
Visual emphasis placed on the liquid, creation process, and enjoyment use occasion while the narrative is driven by the very people that make up the brand.
Final videos speak primarily to independent and curious city-dwelling trendsetters in their 20s and 30s.
Results
These two videos became Eastciders' best-performing and most well-received Loomas of all time, from data in H-E-B, Harris Teeter, and Lowes grocery stores where the campaign was run.
The brand saw a +51.3% uptick in sales during the six-week campaign, resulting in over 11x ROI.
These two videos became Eastciders' best-performing and most well-received Loomas of all time, from data in H-E-B, Harris Teeter, and Lowes grocery stores where the campaign was run.
The brand saw a +51.3% uptick in sales during the six-week campaign, resulting in over 11x ROI.