FANTA HALLOWEEN – HAUNTED BY THE DARK
| Title | FANTA HALLOWEEN – HAUNTED BY THE DARK |
| Brand | FANTA |
| Product/Service | FANTA DARK ORANGE |
| Category |
E05. Influencer / Talent |
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Entrant
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OGILVY | SOCIAL.LAB BELGIUM Brussels, BELGIUM
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Idea Creation
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OGILVY | SOCIAL.LAB BELGIUM Brussels, BELGIUM
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Media Placement
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OGILVY | SOCIAL.LAB BELGIUM Brussels, BELGIUM
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Production
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OGILVY | SOCIAL.LAB BELGIUM Brussels, BELGIUM
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Post Production
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OGILVY | SOCIAL.LAB BELGIUM Brussels, BELGIUM
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Credits
| Bill Bilquin |
Ogilvy Social.Lab |
Senior Copywriter |
| Sébastien Stevens |
Ogilvy Social.Lab |
Senior Art Director |
| Gabriel Araujo |
Ogilvy Social.Lab |
Creative Director |
| Clémentine Bailly |
Ogilvy Social.Lab |
Senior Art Director |
| Sabrina Schuller |
sabrina.schuller@social-lab.eu |
Account Director |
| Sophie Gagey |
Ogilvy Social.Lab |
Business Director |
| Mathieu deMoor |
Ogilvy Social.Lab |
Head of Media |
| Rogin Roldan |
Ogilvy Social.Lab |
Social Media Strategist |
| Stefan Bisoux |
Ogilvy Social.Lab |
Influencer Marketing Practice Lead |
| Caro Soons |
Ogilvy Social.Lab |
Copywriter |
| Pieter Decanniere |
Ogilvy Social.Lab |
Senior Copywriter |
Background
Fanta, one of the most iconic brands in the world, is leading the way in the fruit-based sparking drinks category, and since 2017 is showing a sustainable growth handing over power to teens (new positioning).
Fanta is a playful brand that has FUN at the core of its DNA. Therefore, to be the FUNniest brand for teens (core audience 13 - 19), we keep innovating year after year, making the Fanta brand eco-system even more appealing to them.
To further increase consumption and brand relevance toward the young generation, Fanta claimed - for the 3rd year in a row - Halloween, a growing social occasion among teens.
Describe the strategy
To select the right influencers for our BELUX teenage audience (13-19), we first leveraged our sophisticated influencer evaluation software followed by a qualitative analysis to ensure a great fit between the influencer profile and the Fanta brand based on, among other things, brand affinity and brand values alignment. Finally, a quantitative analysis was conducted to confirm a great reach and valuable engagement opportunities. YouTubers Kastiop (Dutch-speaking) and BlackCrook (French-speaking) came out as a great match for the campaign and the Belgian target audience.
The influencers played the main characters of the 4-part original horror story with the evil Professor Evilami and his old orphanage as the antagonists. One of them was kidnapped by the evil professor, while the other went looking for him. The influencers actively participated in creating the script to convey an authentic story. Our audience played a key role in releasing the influencers through a Facebook chatbot.
Describe the execution
Over the course of 4 weeks, each influencer shared 4 episodes on their YouTube channel, sharing their side of the horror story. To drive awareness and traffic, they each also shard 1 Instagram story.
However, they got so excited by the project that they exceeded the initially planned amount of Instagram Stories and shared 31 extra stories covering content like for example behind the scenes.
To drive more traffic to the influencer YouTube accounts, we used Instagram Stories and Snapchat to tease every episode, leaving viewers on edge with unexpected twists and nail-biting cliffhangers. For each episode, we re-targeted the audience based on their trailer video viewing behavior. In addition, DOOH with a QR code was used to lead the user to the final episode of the series.
List the results
The campaign delivered a strong performance against the business objectives…
- +7% in P4W consumption**
- 84% top-of-mind awareness for Fanta amongst Belgian teens
- +8pp* on the “Brand I Love” metric vs previous year
… with the help of the effective use of influencers.
- 170k total views on Youtube
- +60% viewer loyaltly, exceeding the benchmark with 10%
- +9k interactions