Fanta

Fanta label is going white, allowing teens to redesign it on products, social media and a dedicated website.

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Objectives

Create the maximum participation to the White Label design contest, an activation designed to reconnect the teens with the brand.
Target group: teens between 12 and 19 years old.

Strategy & solution

The campaign was simultaneously set-up exploiting the Own – Earned – Paid model and has been divided in 3 parts:
1) Awareness: using the mass media to spread the message on TV, cinema and online video.
2) Engagement: introducing the influencers to invite their followers to participate and guarantee a positive and energetic spin to the White Label Campaign.
3) The Reveal of the winners: the only price promised to the 6 winners was their design being exposed on a 36m² poster in the city closed to their home.

Results

Exceeding expectations, 4 millions impressions more than forecasted. On Facebook, the engagement rate (likes, comments, shares) clocked a solid 5.8%. On Instagram the engagement rate was even 3 times higher: 18.5%

SILVER Mixx Awards 2017 - Best awareness campaign

> 1700 designs sent
5.8% engagement rate on Facebook

ipg media brands - Belgium