Drugi jezik na kojem je dostupan ovaj članak: Bosnian
How do you take a fairly unpopular social network in Serbia and make it into a fertile ground for developing the best campaign in the last two years? Well that’s something we can learn from Fanta. Fanta Slider is a campaign with which this brand made a revolution on its FantaSRB Snapchat account and won numerous awards: KAKTUS for “Best Social Media Campaign”, Golden Sempler at the SEMPL festival in Slovenia for Best Social Media Campaign, and in addition to the “Best Brand Awareness Campaign” award at the IABMixx conference in Belgrade, it also won the Grand Prix as the best digital campaign in Serbia in the last two years.
Given that Snapchat is considered a relatively new social network in Serbia, the first brand that quite bravely decided to try this new terrain, to trust its influencers with whom it cooperated in the past and allow them full control over content creation, was Fanta. Thus began one of the best campaigns in the region that changed the opinion of everyone when it comes to Snapchat, and set the bar for all brands that want to communicate with target groups from 13 to 18 years of age in 2017.
Fanta gathered most famous YouTubers in Serbia, including: Yasserstain, Srpski tutorijali, Kovalska, Zvoganj, PCAXE and Serbian Lesson Guy. The idea was to make use of the redesigned Fanta bottle, whose bottom looks like it’s twisted, and make a series of twisted challenges. Thus emerged Snapachat stories which in a completely original and creative way enrich and expand the story of the launch of the new Fanta bottle.
Talking about trust between brands and promoters that is necessary to make something like this happen, Dušan Srbljak, aka PCAXE, said: “It is the first and most important condition for the success of a campaign. I was not surprised at all that this campaign with Fanta did so well. In addition, the key to success was the fact that many famous YouTubers were gathered in one place, and the challenge form that is very popular, while the fact that the fans had a chance to challenge us (and establish interaction) was more than great.”
That this was a brave, but a cost-effective move, is illustrated by the number of followers on FantaSRB Snapchat account. It grew from day to day, at one point recording a 400 percent increase in the number of visits. This effect transferred to the Fanta Instagram page, which currently has 55,000 followers, which puts it in the leading position among brands in the region.
By speaking the language of teenagers, getting to know them and their virtual heroes, sharing their values and creating fun, “twisted” and trendy content, and placing it in real time and in an environment that is in some way still their “turf”, Fanta has proven that brands can be bold and innovative.