Title	TUPLA ENERGY COMPANY - FROM FORGOTTEN TO PHENOMENON BY EMPOWERING YOUTUBERS
Brand	CLOETTA SUOMI
Product/Service	TUPLA
Category	B01. Use of Social Platforms
Media Agency 2	TOINEN PHD, FINLAND
Entrant Company	TOINEN PHD, FINLAND
Media Agency	TOINEN PHD, FINLAND
Production Company	KUUBI VISUAL PRODUCTIONS Helsinki, FINLAND

Name	Company	Position
Jani Halme	Toinenphd Oy	Creative Director
Miia Sirviö	Toinenphd Oy	Planner
Sanna Teräväinen	Cloetta Suomi Oy	Brand Manager
Maija Paakkanen	Cloetta Suomi Oy	Marketing Manager
Larissa Lounassalo	Kuubi Visual Productions Oy	Account Manager
Mari Ollila	Toinenphd Oy	Producer
Sanna Ylimäinen	Kuubi Visual Productions Oy	Producer
Linda Anttila	Ainoa Helsinki Oy	Account Manager
Ron Luhtanen	Toinenphd Oy	Analyst

Brief Explanation

In the eighties and nineties, Tupla was Finland’s favorite candy bar, the chocolate of heroes. However, over time the brand’s relevance started to fade, and brand awareness and preference decreased among the youngsters. It was time to re-introduce the brand through a new breed of heroes. Fearless, brave and independent: the Youtubers. YouTube is the highest reaching medium among young people in Finland, and its rise has created a new of kind of superstar: The Youtuber.

Results and Effectiveness

Brand preference is the single most important success factor in the business of selling chocolate. Tupla’s preference had sunk to 5% in the target group, but increased by 9% in the following two months. The Campaign became a sensation in just a matter of days. During the first week the campaign surpassed 1,5 million views in Finland, a country of only five million people. Eventually videos were viewed by 5,5 million people. We got 252 500 interactions on different social media platforms. According TweetAtlas we generated earned media worth 350 000 EUR.

Creative Execution

To gain the interest of the extremely hard-to-reach young target group we used a new type of native marketing & multi-channeling cooperation without any conventional advertising. We chose five famous Youtubers who were given the chance to make Youtube videos of their dreams, promoting the brand in a way that was most interesting to them. They produced teasing content for their own social media, which was used to direct users to Tupla’s branded YouTube channel. This approach generated more awareness and visibility for the brand than what could have been achieved through a conventional advertising campaign.

Insights, Strategy and the Idea

The core target group, 15-24 year-olds, consists of early adopters who easily forfeit old trends in favor of new ones. It is increasingly difficult to build and maintain brand preference among them. Tupla’s brand preference in the young demographic had reached an all time low. It no longer provoked any feelings in them. The media plan needed to support the central idea of atomized content. Because our target group’s media consumption is so fragmented, we had to bring atomized short-form content to the most relevant channels - Instagram, Facebook, Whatsapp, Twitter and YouTube.