Category: Best Use of Social Media Marketing
Advertiser: KRAFT FOODS BRASIL
Product/Service: HALLS CANDIES
Agency: ESPALHE
Head Of Business Development (Partner): Gustavo Fortes (Espalhe)
Head Of Amplification (Partner): Roberta Paixão (Espalhe)
Head Of Operations (Partner): Cleber Martins (Espalhe)
Head Of Content (Partner): Patricia Albuquerque (Espalhe)
Head Of Creative Planning (Partner): Wagner Martins (Espalhe)
Media/Performance Director: Leonardo Carbonell (Espalhe)
Operations Director: Gustavo Silveira (Espalhe)
Marketing Director Gums/Candies: Gonzalo Uribe (Kraft Foods)
Candies Manager: Vinicius Pan (Kraft Foods)
Candies Manager: Eduardo Trevizani (Kraft Foods)
Halls Product Manager: José Octavio Freitas (Kraft Foods)
Trainee: André Gonçalves (Kraft Foods)
Media placement: Youtube Video - Youtube - 16 September 2011
Insights, Strategy & the Idea
In 2011, Kraft Foods announced it was discontinuing the production of green grape-flavored Halls. By monitoring the Twitter, Facebook, and especially Orkut social networks, Kraft identified persistent requests from internet users for that flavor to return to store shelves. After noticing this commotion on the networks, the next step was to align the insights obtained from this monitoring with a brand repositioning strategy and, in response to public requests, prepare an action to relaunch Halls Green Grape in Brazil. The proposal was to use the power of consumer clamor for the return of the product to relaunch green grape flavored Halls. Besides incorporating the product once again into its portfolio, Kraft Foods wished to recognize the value of this movement and, in some way, to pay tribute to its most faithful consumers, reverting their frustration.
Creative Execution
The agency proposed a strategy integrating earned, owned, and paid media to elect the three Halls Green Grape consumers who had been most engaged in bringing the product back, and a video was aired inviting other consumers to enter for a chance to win an additional bust through a Facebook app. Participants could engage other fans and create their own campaigns to contend for the honor of having their passion for the product immortalized – in a bust made of Halls Green Grape. Specialized artists developed four sculptures with the faces of the most loyal internet users and one who had been elected through Facebook. Over five thousand Halls candies were melted down and used to create each bust, a process that required a month of work. Since every work of art deserves an exhibit, one of the busiest subway stations in São Paulo was chosen as the stage for public viewing.
Results and Effectiveness
The product sold 318% above expectations and contributed to a 22% growth in revenues for Kraft Foods Brasil in 2011. The campaign generated an ROI of R$ 8 in earned media for every R$1 spent. The action strengthened Green Grape Hall's image in the consumer's eye and had great returns for the product’s Facebook and social network pages, as well as great press visibility, generating spontaneous and word-of-mouth media.The Halls Fanpage became one of the three most engaging Facebook pages in Brazil and the 7th largest fanpage for any brand.This action was listed in two of Advertising Age’s Best of 2011 lists: The Year’s 10 Most Killer Pieces of Creative and The 10 Best Social Media Campaigns of the Year.