BRIEF: Get multicultural teens to believe that Fanta is cool.
IDEA: Building on the target’s love of super-short sketch comedy on Vine, we launched an all-Vine comedy series called Fanta For the Funny, where we gave up-and-coming Vine comedians a chance to get famous. And paid.
RESULTS: Over 5 million views on YouTube, and over a million loops on Vine. In less than 6 weeks, our Twitter following increased 284%, and our Vine following increased 111%.
InfluencerS / STARS
Our stars and key media outlets were popular Vine comedians who had a combined reach of over 6 million fans.