A tribute to the one and only Lemmy Kilmister
Our client, hasan and partners, Finnish-based creative agency, produced an advert for Finnish dairy giant, Valio of Lemmy Kilmister, the lead singer of Motorhead in December 2015. Lemmy Kilmister died during post-production and the band asked for any memories of the Motorhead frontman to be revealed. We advised hasan and partners to reveal the video but instead of a tv ad, make it a tribute to be shared globally on social media. Without being aired on national television this also allowed us to include the ad-libbed swear word at the end of the ad that embodies Lemmy's spirit. The quick turn around of the post-production process was a tough choice but we launched the tribute a day before his funeral. We targeted only three publications - Buzzfeed for reach, The Guardian for respect and Fast Company for the craft. The video went viral with almost 2 million views in a weekend and was picked up by a subsequent 250 publications. Our social campaign was purely earned so as not to tarnish the respect with paid media.
One KPI was the association between Valio and milk. This was achieved:
Tweets containing ‘Lemmy Milk’: Reached 244,841 accounts. This led to 400,470 impressions.
Tweets containing ‘Lemmy Valio’ Reached 293,123 accounts. This led to 1,208,212, impressions.
Combined Twitter Reach & Exposure (estimate via tweetreach.com). 537,964, this led to 1,608,682 impressions.
This social outreach led to worldwide fame for Valio and caught the eye of retailers. One major UK supermarket saw the tribute and requested a meeting.
Lemmy's name and image was not used in vain, it was remembered with respect.