Category: Best Use of Social Media Marketing
Advertiser: ORANGINA
Product/Service: ORANGINA
Agency: KIDS LOVE JETLAG
Agency: FRED & FARID PARIS
Creative Directors: Veronique/Zohra (Kids Love Jetlag)
Head Of Media: Pascal Crifo (Kids Love Jetlag)
Copywriter: Gontran Paillez (Kids Love Jetlag)
Account Executive: Michael Boamah (Kids Love Jetlag)
Chief Executive Officer: Hugues Pietrini (Orangina-Schweppes)
Marketing Director: Stan De Parcevaux (Orangina-Schweppes)
Marketing Manager: Florence Burtin (Orangina-Schweppes)
Media placement: Facebook App - Facebook - 1 Sept 2011
Media placement: Web Films - Youtube/Facebook - 1 Sept 2011
Insights, Strategy & the Idea
The objectives of this campaign were:
- To foster proximity with the brand’s core target
- To make the most of its sponsorship with the French Rugby National Team during the 2011 Rugby World Cup to significantly increase its Facebook Fans and generate lots of brand conversation.
This campaign planned to receive a low media budget.
The audience, 15-25 year-old youngsters, is already over prompted and difficult to interest. Moreover they are not the usual audience of rugby events whose fans are more than 35 years-old. They like the offbeat and funny tone of Orangina’s communications.
The key insight we played on, is that this target particularly appreciates to make fun of somebody, especially when it’s about irritating stereotypes.
It allows at the same time to propose an entertaining content that generates proximity with the brand and to make youngster’s codes join with Rugby’s universe.
Creative Execution
We created a content that profit from the viral abilities of the Facebook platform:
- An entertaining content: The idea was to use rugby’s most impressive gesture, the tackle.
- A full involvement of the target: after a first video where the Bear, already used in Orangina’s TV commercials, tackled Thierry Dusautoir, the captain of the French National Rugby team and World’s best player in 2011, an interactive contest was launched, where people’s votes were necessary to pursue the tackling saga.
- Making fun of stereotypes: All the “tackled” victims were to be chosen amongst a boy with mop top, a bimbo, a preppy woman, a couple of wannabe rockers, a hipster and a hippie.
- Create a “rendez-vous” where the audience could gather: Each week, two stereotypes were cast for a public vote on Facebook. The Bear then tackled the chosen character and the video was released on YouTube.
Results and Effectiveness
In less than a month, results were impressive. The campaign led to more than 80 000 new likes in France for a total media budget inferior to €35,000 (around €0.44 per additional fan, 53% cheaper than the average Facebook fan’s cost).
Moreover the combination of YouTube and Facebook to release the videos led to more than 3 millions views on the YouTube channel.