FYS is a challenger brand with less marketing budget than the big soft drink brands in Brazil.

But instead of taking it as a weakness, we take it as a strength.

Under the “FYS contains less marketing” concept, we created a campaign showing that FYS is as tasty as any other brand, even without the big clichés of the lavishly budget of soda advertisements.

Since our competitors have lots of marketing and we’ve got less, we decided to own that fact and make it into our concept: FYS contains less marketing. From that point on, we embraced all of the stereotypes and strategies of the big brands, but we did everything backwards. If they place their OOH material in the best locations, we’ll put ours in the worst possible places. If they’ve got catchy jingles, we’ll use royalty-free music. We’ve also got fewer athletes sponsored by us, fewer dances on social media, fewer famous influencers, and, well, you’ve probably understood by now that we have less of everything. But that doesn’t mean we won’t talk about those things. We did, and through a good-humored approach that directly attacks the way our competitors advertise.

FYS needed to reach 25-35 year olds. This generation no longer accepts advertisements looking like advertisement, like previous generations.

So instead of creating a social media campaign full of famous influencers, FYS recruited anonymous people.

Due to the lack of experience of our “influencer squad”, instead of sponsored posts full of platform clichés, our campaign had hundreds of authentic posts that were out of the standard.

We selected over 1000 anonymous people to become the brand’s influencers.

In addition to manual selection, we also used a platform that automatically searched for our “influencers”.

For a month, the people recruited made dozens of posts and stories about FYS. Due to the lack of experience in sponsored posts, the posts had an authentic tone and without the clichés common on social networks.

With a reduced budget, the campaign generated around 2,400 posts and reached over 1 million people.