Describe your Lovie Finalist project. What’s the elevator pitch?

"We created The Jr Forecast, published on Facebook and Instagram. Daily weather reports that were digitally and automatically generated, based on who was watching and where that someone was located. In other words—custom made and super local. The reports were of course hosted by the people of the hour themselves—the kids. The reports are delivered as targeted sponsored Facebook ads based on geolocation. Each is hyperlocal— not just citywide but down to a suburb, such as Södermalm in Stockholm."

What inspired this particular cause as the subject of your work?

"Any parent sees it as a given to apply sunscreen on the kids during a day at the beach. Unfortunately, that’s not the case when it comes to the countless hours on the playground. But same sky - same sun. And the same amount of dangerous UV rays."

What real-world impact were you hoping to make with this project?

"To put it simple: get parents to apply sunscreen on their kids before they go to school. In the long run, get kids to understand the importance of sunscreens and make it a natural routine for them for the rest of their lives."

Did your team have a specific “breakthrough” moment when conceiving or executing this project that you can share?

"When we realised how we could generate SoMe ad content completely dynamicly and merge it with Facebook location API to target super relevant ads to our target audience. We built a bespoke technology to generate a video based on a parent’s location. It takes a feed from a weather API, selects one out of dozens videos of junior weather presenters for specific weather conditions and merges it with a super local weather map in the background."

Was the tech/medium you chose essential to conveying your message? If so, why?

"We wanted to find a relevant context in parents morning routine. Checking your SoMe feed before you got out of bed was the perfect insight."

What was the greatest challenge that arose during your work on this? What about the most rewarding moment?

"A challenge was to merge our dynamically created content into the buying platform of Facebook ads. When we solved that we knew the project would be a success."

What did you learn in the process of creating this work that you didn't know/expect going in?

"That we could create super relevant dynamic messages with a super targeted audience on the fly. By setting up a server side solution with a smart creative execution we realised data-driven ads doesn't need to be boring."

Any parent sees it as a given to apply sunscreen on the kids during a day at the beach. Unfortunately, that’s not the case when it comes to the countless hours on the playground.

About the Education & Discovery category

Any social video that uses news and information to specifically promote education/learning or intellectual growth and discovery. Platform agnostic.

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