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Fanta X You
In order to reach a teen audience, Fanta had to be more credible. Fanta x You gave teens creative control of Fanta via the platforms they love.
First, we created a library of social assets that were ‘as if’ created by teens. On Snapchat, we invited teens to create their own Fanta adverts that were run on out-of-home billboards and social channels. For Fanta x You x Rezo, we built a unique web app that allowed teens to create their own personalised music videos inspired by their photos. We also decided that Halloween should be owned by Fanta, so ran an on-pack promotion allowing teens to unlock exclusive Snapchat content.
It resulted in more earned media than any other campaign, including Share a Coke. Fanta x You converted a massive shift in brand relevance, which converted into huge sales growth.
SNAPCODES UNLOCKED (HALLOWEEN)
UNIQUE USERS (HALLOWEEN)
UNIQUE PAGE VIEWS (REZO)