Title	GO BANANAS FOR FAIRTRADE
Brand	UNILEVER
Product/Service	BEN & JERRY'S
Category	B01. Use of Social Platforms
Media Agency 2	MINDSHARE Stockholm, SWEDEN
Entrant Company	MINDSHARE Stockholm, SWEDEN
Media Agency	MINDSHARE Stockholm, SWEDEN

Name	Company	Position
Anna Sandberg	Unilever/Ben/Jerry's	Nordic Area Manager
Ingar Hessel	Unilever	Brand Building Director
Damon Razazi	Mindshare Sweden AB	Digital Strategist
Niclas Jensell	Mindshare Sweden AB	Account Director
Victor Ljungberg	Splay Networks	Planner/Creative Director
Caroline Borelius	Splay Networks	Production Manager

Brief Explanation

Our fall challenge for Ben & Jerry’s, the ice-cream brand, was dual: o Educate young urban adults that Ben & Jerry’s are 100% Fairtrade certified. Consumers can truly feel good about themselves by buying into a fun/quirky but also socially responsible brand. o Launch a new banana ice-cream. We knew that our typical fan has a moral compass and would not object to getting involved, especially if we wrapped the campaign idea in humor, involved some of their favorite personalities and made sharing/caring incredibly easy. We did feel it was necessary to make the Fairtrade issue more relevant locally.

Results and Effectiveness

Did the Swedes go bananas for Fairtrade? • For the “Make Stockholm Fairtrade certified” petition, we collected 11x more Instagram posts with our hashtag than our estimate. • The Stockholm politician who received the petition at the city hall promised to proceed with Fairtrade certification. • Our Instagram following increased by 500%. And last but not least, sales went bananas!: • Ben & Jerry’s sold 300% more than forecasted and had a sales growth of 18.2% compared to October last year. • All in all, our campaign period was the best month in the history of Ben & Jerry’s!

Creative Execution

• Together with popular YouTube stars, Keyyo and Daniel, we launched #bananpartiet. • Keyyo started with a 4-minute video manifesto, speaking of the importance of Fairtrade-certified bananas and declaring that Stockholm needed to its Fairtrade status. • Daniel produced the campaign song/video. • We arranged a rally where we gathered fans to talk about Fairtrade, eat B&J, take fan pics and hear the campaign song. • We started an Instagram-based petition for the Fairtrade certification: Take a selfie with a Fairtrade product hashtagging it #bananpartiet. Selected Instagram profiles seeded the campaign. • All content was supported by paid Facebook reach.

Insights, Strategy and the Idea

There were two parameters that became important to our local campaign strategy: • We learned that Stockholm as a city did not have Fairtrade town status, unlike several other Swedish towns. • At the time of the campaign period, the Swedish general election was the hot topic. And as the new ice-cream flavor of the season was banana, we created #bananpartiet (“The Banana Party”), working with fun, popular profiles as brand ambassadors/ members of the party. On the party’s agenda were two main issues: • making sure that Swedes eat Fairtrade bananas and • that Stockholm earns a Fairtrade certification.