To boost Coke sales and bring the brand closer to a young demographic, we created Coca-Cola FanFeat: a competition for fans of Brazil’s top 9 hitmakers, in which the 3 artists with the most votes would record a single, shoot a music video, and perform in a concert, together.

With an inclusive, diversified, and extremely popular selection of artists, we invited music fans to show their power, and turned Coke packages into a symbol of their unconditional love for the artists.

Each package featured a picture of an artist and a chance to put your idol in Coca-Cola’s feat of the year.

From the shooting of the TVC to introduce the campaign, we used the artists’ social networks to release exclusive information, like content to engage fans. Throughout the 3-month campaign, we provided the artists with exclusive content about the campaign and their participation, encouraging them to spontaneously ask for votes and keeping their fan bases involved in the campaign.

In addition to the official campaign photos, taken by Bob Wolfenson (one of the world’s most renowned photographers), we produced and sent videos asking for pictures and thanking fans for their participation. There was also a series of exclusive Coke kits that were sent to the artists and their closest friends (usually influencers as well).

Part of the campaign’s media budget was used to work individually with each artists’ fans – making consumers feel as if the artists themselves were controlling media purchases to ask for votes.

- 14.1% more Coke cans sold vs PY;

- Artists posted 22 times more than what was agreed (601 x 26);

- Record-breaking teen engagement in Coca-Cola’s promotions;

- 3 million votes. - More than 200 million Brazilians impacted by the campaign;

- More than 33 million people impacted by the content spontaneously generated by the influencers;

- More than 24.2 million interactions with the influencers’ posts;

- More than 300K pieces of consumer-made content about the campaign;

- More than 6 million visits to the campaign website;

- R$18.3MM Earned Media;

- The live concert with Pabllo on Facebook broke Coca-Cola Brasil’s records and Facebook Brasil’s record in consumer goods (600K views).