The £1m ad campaign incorporates a whole host of digital content, featuring videos narrated by, amongst others, a fatally wounded drug mule dog called Pablo and a talking bag of cocaine. Bristol based Rubber Republic has been tasked with distributing the online content to drive high-levels of awareness across the net amongst FRANK’s target for this campaign of 15 to 18 year olds.

In total there are four pieces of content to seed: two specially commissioned online clips – a cryptic teaser and a viral – which complement the TV spot and another film highlighting the darker side of cocaine.

Rubber Republic has adopted a two stage strategy, kicking the campaign off in late November with an exclusive pre-launch preview of the teaser and viral films to a discrete audience of culturally relevant bloggers (e.g. DJ / music blogs). In early December, as the full campaign officially launched, Rubber Republic pushed the button on a blanket seeding strategy intended to generate high-levels of awareness quickly.

The strategy resulted in some good early advocacy for the campaign amongst the blogger community and an early surge in views of the campaign videos.

Adam Abu-Nab, Engagement Planner at Rubber Republic, said:

“The Frank campaign allowed us to energize cherry-picked bloggers around exclusive content, generating valuable buzz in the target communities before the TV spot ran.”

See the viral by clicking here" and catch all the other pieces of content by clicking here"