evian has sponsored The Championships, Wimbledon for 11 years, bringing together two iconic brands. It’s a match as great as any of those played out on Wimbledon’s hallowed Centre Court. We were asked to come up with an idea which would help drive awareness and interest in the sponsorship through social platforms in a way that delivered evian’s ‘Live young’ philosophy on Wimbledon. We wanted an idea that gave both parties equal weighting and established the link between the two, rather than a badging exercise. So, how do you get people to talk about the partnership online?
evian has connected the two brands above-the-line with the ‘oversize’ campaign in recent years, using baby lookalikes of tennis greats such as Stan Wawrinka and Garbiñe Murguraza in full tennis whites. It’s striking, simple and beautifully tells the inner-baby story in a classically Wimbledon style. Current convention dictates a simple solution might be to take this creative, animate it a bit, put money behind it and press the button. Big reach numbers and three second views that hit a benchmark. Job done. But that didn’t feel like the best use of the space.
With an audience obsessed with celebrity and sharing personal experiences, we realised that if we could take that iconic ATL creative and put our audience in it, we’d have a really good chance of grabbing their attention. So, evian #Babydoubles was born. A simple concept. People ‘serve’ us their own head shots and we ‘return a volley’ of personalised inner baby images. There are lots of apps to create virtual versions of yourself but often these lack true individuality. For this to really capture the imagination, genuine personalisation and easy access was key. In keeping with Wimbledon tradition, sometimes the old ways are the best. We shot a dummy baby and props, then curated stock libraries for hundreds of baby faces. We also recruited retouch studio Happy Finish to provide a team who could work 24/7 to turnaround high-craft images at lightning speed.
Launching with a #Babydouble of evian ambassador Kyle Edmund, Britain’s No.1 Wimbledon hopeful in 2018, we invited people to get their own #Babydouble on Facebook. We created as many highly-tailored images as possible, copying every photographic detail from hairstyle to facial expression. These were shared on the original thread, so everyone could see the gallery of images grow.
The response was phenomenal and the depth of one-to-one engagement was proof of that. The joy, gratitude and heart-shaped emojis we saw from those receiving a #Babydoubles image (or seeing their friends) was, well, ace. And for such a small budget, the campaign achieved huge numbers;
- The Facebook launch post and response thread saw 4m impressions, with a total of nearly 320k engagements – well over the KPI of 150k (113% increase).
- Most rewarding was the level of brand warmth and positivity the campaign delivered with 99% positive sentiment on the post and an unbelievable slew of gratitude, love and excitement around the campaign and the personalised images people received.
We saw #Babydoubles images travel far and wide, each one garnering more love as they spread across personal channels, were shared onto other platforms, and even reached the holy grail of brand advocacy as profile pics. We did more than just promote evian’s sponsorship of Wimbledon. We created hundreds of very happy brand ambassadors who told our story for us.