Boost’s killer content strategy: Making culture and content mix

Launching quietly amidst the busy holiday season in late 2015, Netflix’s true crime story and documentary Making a Murderer suddenly emerged as the hottest topic of water-cooler conversation at that time across the globe. Hot on the heels of global podcast phenomenon SerialMaking a Murderer was putting the legitimacy of the American justice system on trial, prompting web sleuths and true crime enthusiasts alike to compare, discuss and dissect the story of small town criminal Steven Avery’s “wrongful” conviction for the murder of young photographer Theresa Halbach.

The series’ provocative narrative fuelled thousands of on and offline discussions, with office lunch-table discussions, pub conversations, commuter tweeting, Reddit discussion and forum postings debating the verdict of the show’s main case and suspect. Avery’s story took on a life of its own, and a culture and unique narrative thrived around it.

Culture and the latest trending topics are frequently feeding grounds for brands in their storytelling inspiration, but what brand would inpire their storytelling style on this talked about tale of a pardoned rapist and (rightly or wrongly) convicted murderer?

Australian smoothie brand Boost took this challenge head on, using the documentary’s provocative storytelling style to launch its own conspiracy theory discussion – Was its juices wrongly convicted of being gravely unhealthy for its customers? Was the media’s clams of its juices being less healthy than a Big Mac true?

Creative content strategy that jumped on a cultural moment to make its content contagious and worth sharing (with over 54,000 video views and 240 shares on Facebook). Our verdict? A mischievous storytelling piece that used the language, visuals and soundtrack inspiration in a parody style that re-channelled this search for justice to Boost’s search for justice around the health of their product. A legitimate injustice of their brand in social and media discussion, that was broached head-on. A clever, mischievous play Boost!

Do you agree with our verdict? Do you think Boost successfully leveraged the MaM moment, or exploited it? Share your thoughts with us below…


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