This social media campaign for the Norwegian Seafood Council aimed to reshape perceptions of Norwegian salmon by emphasizing its cultural significance, quality, and health benefits. The challenge was to craft authentic, family-centered storytelling while working within a limited budget. To achieve this, we used children’s voices and hands to reinforce family values and emotional connection, making the content more relatable and engaging. The campaign successfully merged Norwegian heritage with modern digital storytelling, creating a compelling narrative that resonated with audiences across multiple platforms.
Behind the Scenes
Role:
Creative Producer, overseeing concept development, client communication, and post-production.
Responsibilities:
Developing storyboards and shoot planning to ensure a seamless production.
Collaborating with the cameraman to create smooth visual transitions tailored for social media.
Ensuring all content aligned with brand messaging and cultural authenticity.
Core Concept & Goal:
Highlighting Norwegian culture, family values, and premium salmon quality.
Reinforcing trust and emotional connection through storytelling.
Maximizing impact within budget constraints while maintaining high-quality production.
Innovations & Approach:
Children’s voices and hands used as storytelling devices to evoke warmth and authenticity.
Creative solutions to budget limitations, focusing on emotion-driven content rather than high-cost production.
Optimized content for Meta, TikTok, and YouTube, ensuring wide reach and engagement.
Performance & Impact:
Total Impressions: 6.3M – 13.7M, achieving significant audience reach.
CPM (Cost Per 1,000 Impressions): 0.83€ – 1.30€, demonstrating efficient budget allocation.
Total Views: 179K – 901K, reflecting strong engagement.
View Rate: 2.85% – 7.23%, indicating audience interest and interaction.
Cost Per View (CPV): 0.02€ – 0.03€, ensuring cost-effective ad spending.
100% View Completion: 1,894 – 38,696 full video views.
View-Through Rate (VTR): 1.05% – 6.56%, proving strong audience retention.
This campaign successfully elevated the perception of Norwegian salmon by blending cultural storytelling with a high-impact social media strategy, ensuring maximum reach and engagement at an optimized cost.
