BRAND:
Fanta
AWARD CATEGORY:
The Best Influencer Strategy
CAMPAIGN TIME RANGE:
6/6/2023 - 31/8/2023
CREDITS:
Wpp Open X, Led By T&A Ogilvy, Essencemediacom
CASE STUDY VIDEO
STRATEGY
Fanta champions a unique brand platform: celebrating “Colorful people” - who add color into a gray world often dulled with over-seriousness and monotony. Our mission? To develop an advertising campaign that embodies the essence of “Colorful People” and foster a genuine connection with them via a UGC-focused campaign
Within traditional brand-creators collaboration, the KOLs often produced contents based on clients' fixed and one-sided briefs to amplify a thematic asset or to spread branded commercial messages. As a result, the contents are obviously commercial to audiences and losing the marketing effectiveness in fostering connection with the target “Colorful" people.
In Fanta Lênn, Fanta is unleashing a burst of creativity by letting the ads creation process in the hands of creators - the first creators-sourcing advertising campaign ever.
INSIGHT
Nowadays, mass audiences exhibit a notable skepticism towards traditional brand messaging, with virtually all members of this demographic (99%) regularly bypassing advertisements. Additionally, a significant portion (63%) employs ad-blocking tools to evade digital advertising. On the other side, 90% of the Millennial audience said that authenticity is important when deciding which brands to support.
For audiences, the genuineness in creators' content not only attracts attention but also captures audiences’ hearts and keeps them coming back for more. The more authentic and shareable the content, the stronger the connection with the audience.
CREATIVE IDEA
Whereas, we can see that the code of “GenZ” creators is their “playful creativity”, yet are not yet leveraged as the branding devices in any campaign. So why not leverage a great resource of a great number of “Playful" creators by freeing them from the “boring-and-stricted" briefs and empower them to freely do ads for Fanta?. It is the core idea of Fanta Len - the first creativity-sourcing advertising campaign.
The creators, the consumers are now not stopping by the supporting roles, they are now the directors, the headliners and the star all rolled into one and who will deliver authenticity and creative content to end-consumers, even breaking the conventional advertising production paradigm.
CONNECTION PLAN
The execution began with a national competition, calling for creative Fanta ads. Submissions were varied and innovative, showcasing the unique perspectives of Creators' perspectives - Leveraging their demand of expressing creators' creativity and uniqueness via their creative work.
Step 1: Crowd-sourcing
The campaign launched a national-wide competition for everyone to make their own Fanta ads and send it to the brand. Different from the polished and predictable advertisement that we commonly see, the submissions that we received are wildly creative, unexpected and authentic.
Step 2: Broadcasting
The most creative submissions were then broadcasted across larger media channels, including billboards and digital displays, giving them unprecedented visibility.
OBJECTIVE-BASE KPI
Fanta is the first brand in the Vietnam market that crowds-sources creativity from our audiences in the most creative and authentic manner. Instead of using professional creatives, we empower “Colorful people” to become active participants in shaping the brands’ narrative, unlocking a kaleidoscope of playful voices and perspectives.
This innovative approach led to remarkable outcomes:
- The campaign generated 124,408 buzz volume, where 88% was organic.
- It engaged 445 creators, with a total of over 28,749,423 views across social platforms.
- 227 tiktok videos generated with 199,643 engagements
- 0.2 increased in Value Share
- 2.8 increased point in TOM
- 2.2 increased point in Brand love
