The Brief: Give multicultural teens a reason to believe that the Fanta brand is cool.
The Idea: Fanta For The Funny: an all-Vine sketch comedy series starring a diverse cast of up-and-coming Vine comedians.
The 6-episode series has received over 5 million views, and promo Vines earned over a million loops.
We hired 3 popular Vine comedians, each with over 1 million followers, as our stars and key media outlets. They promoted the series with custom Vines as well as tweets and Instagram posts.
The other 7 cast members also promoted the series within their social feeds.
Owned Social Channels:
The show drove traffic to our Vine and Twitter feeds, where we featured highlights and challenged fans to create their own funny Vines based on show content.
In less than 6 weeks, our Twitter following increased by 284%, and our Vine following by 111%.