The Fanta ambassadors appeared first in 2017, since then next to the usual YouTube videos they also appeared in TV spots, citylight posters, and further social contents. All of them together made a never seen before complex and standout influencer campaign.
Aims
- Reposition and branding of the Fanta brand
- Increase sales
Implementation
In the 1st year the Fanta Presidential Board (FEF) contained our partners: Szabyest, Bánki Beni and Fodor Évi, and they were accompanied by three people from the audience. To the FEF’s own channel either the ambassadors made videos based on their own concept or the Fanta’s staff organized shootings where the influencers participated.
We were managing a complete influencer team in close cooperation with the brand and the agency, and we also produced our own contents. The Star Network’s production was released under the name “FEF crew tour”, in which FEF members visited different Hungarian places (such as Pécs, Győr, Balaton, etc.) and met their audiences.
2018 was the year of change: Ditke and Csipesz replaced Fodor Évi and Szabyest, the content portfolio expanded: educational videos appeared. The first offline commercials from the FEF appeared, and influencers overstepped the online borders.
“It was great to be part of the Fanta campaign, because I was able to live up to my creativity and had almost unlimited freedom, we just had to respect the client’s basic standards. This period was very intense, thanks to that the message reached the entire potential target group.”
Bánki Beni Influencer
Results
One of the biggest challenge was the complexity of the collaboration. In 2 years more than 200 contents were created in over two dozen external locations.
The result of the collaboration was a YouTube channel with solid followers and millions of views, but most importantly, it has brought a significant increase in sales figures.
“The influencer cooperations are never simple, those are mutual learning processes for the brand, for the agencies, and for the involved influencers. A full year collaboration is only possible in a form of a partnership, where the parties are mutually flexible, they work for clear, well-defined and same purposes, with continuous flow of information in a system jointly set up. I’m not saying it was simple, but with the Star Network we made it for the Fanta.”
Szalay Dia Senior Account Manager, Mito Communcations
