Fanta Western Europe,
Halloween 2018, ‘Fantamorphosis’
After the success of our first Fanta Halloween campaign, driving the association between product and occasion and significantly increasing sales, we were challenged to make a sequel for 2018.
Each year took a similar overarching tactical approach…
- …meet the audience on their preferred platforms (namely Snapchat + Instagram)
- …engage them with transgressive ideas based around Halloween
- …give them the tools to create and share unique content that they could personalise
- …and model that behaviour via influencers.
Challenge: Fanta’s latest strategic core creative idea was “Teens love Fanta so much, they always find ways to get to it”. So we had to amplify that message too.
We worked to this insight: Halloween heightens the teenage compulsion, and creates a safer space, to experiment with identity.
Strategic idea: Fanta will help you transform this Halloween.
Creative idea: Fantamorphosis. Teens are transforming to get to Fanta.
We released empowering tools and experiences to give teens creative freedom when expressing their identity, on the platforms where they spend most their time.
We created four Halloween-themed Snapchat lenses, each featuring a different character that has distinct features that change to allow teens to get to their Fanta more easily.
Snap ads were created to drive awareness of the on-pack experience.
Two static filters and 15 stickers were also released on Snapchat, which can be added to images or pinned to video content.
Snapcodes on the back of Halloween-themed Fanta packs, designed by artist Noma Bar, drove consumers to unlock the exclusive Snapchat content.
We then worked with local market influencer agencies to get them to use the Snapchat lenses, amplifying their availability while expanding our narrative.
We also created a toolkit for local markets to activate of social media content themed around transformation, including pack shots, Halloween nail art and make-up tutorials, party hacks and costume tutorials.
Results
The campaign ran in 14 markets across Europe, and achieved a Y-O-Y 9% sales uplift, from 2016-2018.
It attracted a 45% Snapchat engagement rate (vs the 20-25% platform benchmark), and generated 126m Snapchat impressions.
Credits
Agency: Movement
Creative Direction & Strategy: Mark Freeman
Experience Director: Tim Ash
Creatives: Tom Shelton, Matt Muse, Lewis Peat, Ryan Cheshire
Social ad post-production: Flock
Snapchat Lens Development: Snap Inc.