The Challenge: to slow the drop in sales by launching a culturally relevant campaign aimed at Gen Z, that would further our mission to become an emblematic brand for them.

The general objectives: to connect emotionally and intimately with Generation Z / Becoming a Badge-Brand / Stop Falling Sales.

The KPI used to reflect these objectives:

1. Image Objectives

A. Increasing the Brand Love level vs. the same period the previous year +5%. (October 2018 vs. 2019)

B. Increasing the "For someone like me" indicator vs. same period in the previous year +5%. (October 2018 vs. 2019)

2. Campaign Objectives

A. Generating an 80% Positive Feeling

B. Reaching a 10% Organic Viral Rate

C. Going from 5% video views to a 100% (watching the video in its full length).

3. Business Objectives

A. Slowing down the sales drop rate by more than 5 points.

Ease Gen Z’s tensions by putting the issues of their concern on the table and giving them the possibility and space to connect with other young people in the same situation along with the support of experts on these subjects.

We created a digital ecosystem within the environment these digital natives live in, inviting them to share their fears and anxieties with other young people who are in the same situation, using social media and anonymous forums, and widening the call using traditional mass media as well as influencers who are trusted on each issue.

Based on data provided by Google, we identified the most common tensions and designed a connecting strategy, based on engagement and co-creation through influencers' content and the empowerment of the audience.

We opened different chat rooms in Reddit and through digital banners, we invited young people to join them and find a place where they could reveal their personal "tensions" and worries, discovering that many others were going through the same issues.

We also selected influencers related to each issue, who would start the conversation from a place of personal experience, mentioning each issue that needed visibility, and providing a safe and comfortable space where their followers could interact with others by guiding them to the Reddit chat rooms.

We continue with amplification (weekly videos and segmented content), real time interaction (new issues and conversations) and Gay Pride Parade (a special piece produced to coincide with annual LGBQT+ Pride Parade)

The concept was introduced in social media with content showing the different topics that were going to be discussed later. In addition, intrinsic communication and affordability pieces were launched under the same concept.

Forums were opened on Reddit, in which young people were invited to expose their 'tensions', talk, dialogue and find that many other teenagers are going through the same. The main topics were: I'm Bisexual - I don't know what to do - I'm trans - I'm a virgin, etc.

We selected influencers related to each of the themes, who would be the ones who would initiate the conversations, launching the particular issue. Providing a safe and reliable space and directing them to the forum where they would also have interaction with them.

We also segmented according to the themes. If new recurrent themes came up we looked for experts on those subjects to join the agenda.

Image results:

Brand Love versus same period last year +11.9% .

“For someone like me” versus same period last year +9.6%.

Indicators went up on the total of the population, but most importantly they went up on our target of young people between 16-25.

Campaign Objectives:

Positive Sentiment: 88.3% (historical record for the portfolio’s publications).

Organic Viral Rate: 23.5%.

Business Objective: In the months of the campaign the fall rate on sales got smaller by 8 points.

'Pride” campaign which launched on the LGBT+ day also achieved:

3 trending topics #Sprite #Noestassolx #Orgullo

+ more than 20 Free media.

+ than 300.000 interactions.

+ than 17 million impressions.

The objectives set out were reached and even exceeded and the slowing down of sales was stopped. Beyond any indicator, Sprite achieved to give during commercial breaks and on social media a message of support to Gen Z.