Discovery Channel
Shark Week

To create a big impact during Shark Week 2015, Almond Board of California created a novel campaign featuring a reformed shark, who, thanks to the satisfying crunch of almonds, no longer mindlessly munches on marine mammals, like seals, otters, and surfers, and now has the energy to take on a new life above the waves. The fully integrated campaign featured pre-roll and display advertisements that led to a custom landing page as well as custom content across all of the Almond Board’s social channels̶—Instagram, Facebook, Twitter, YouTube, and Pinterest—showcasing all the interesting and unexpected happenings of the reformed shark. The campaign exceeded all industry benchmarks in a big way, banner click-through was 11x industry standard and time spent on the landing page was nearly three minutes per visit.

Almond Board of California Shark Week Social Almond Board of California Shark Week Instagram Feed