Kibon Digital Goodbye Serious, 2 by

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Goodbye Serious, 2

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Industry Ice cream & Cold desserts
Media Digital, Interactive & Mobile
Market Brazil
Creative Director Antonio Nogueira, Fábio Astolpho
Art Director Denis Scorsato, Leandro Dessoy Maciel
Copywriter Saulo Filho
Photographer Marcelo Ribeiro
Released March 2016


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Credits & Description

Category: Consumer Packaged Goods (CPG)
Title: Good bye Serious
Client: Kibon
Brand: Kibon
Company:, São Paulo
Target: Brazil · Latin America
Chief Creative Officer: Guilherme Jahara,
Creative Director: Fábio Astolpho,
Creative Director: Antônio Nogueira,
Art Director: Denis Scorsato,
Art Director: Leandro Dessoy Maciel,
Copywriter: Saulo Filho,
General Account Director: Anik Strimber,
Account Director: Gabriela Almeida,
Account Manager: Caio Valenti,
Art Buyer: Camila Serena,
Art Buyer: Amanda Costeski,
Producer: Eduardo Paiva,
Art Finalist: Ricardo Sanches,
Content and Social Media Director: Renata Longhi,
Content and Social Media Manager: Ricardo Jahn,
Content and Social Media: Vinicius Lima,
Media Director: Luciana Prado,
Media Manager: Roberta Barreto,
Media: Felipe Peres,
BI Manager: Viviane Nunes,
BI: Fernando Santos,
Retoucher: Marco Cézar,
Project Director: Cristina Samelli,
Project Manager: Rafael Greiner,
Project Manager: Amanda Pretini;,
Photographer: Marcelo Ribeiro, Marcelo Ribeiro
Features: Mobile News Feed
Language: Portuguese (Brazil)
Objectives: Awareness
Tags: Consumer Packaged Goods (CPG), Latin America, Portuguese (Brazil), Mobile News Feed, Awareness  
Campaign Description
Kibon ice cream's main challenge is to get customers' consideration at the time of purchase. Despite being a well-known and loved brand, it competes with several types of sweets and snacks in other categories. Therefore, it is essential that the brand remains present in consumer's minds whenever they feel peckish.
Our challenge was to bring the brand's "Goodbye Serious!" message to life in a fun and impactful way, while reminding consumers about the pleasure and joy of having ice-cream.
Kibon’s message "Goodbye Serious!" seeks to combat daily life's boring routine and stressful aspects. We aim to take a break from seriousness! The idea behind Kibon's campaign was to impact people with beautiful, colorful, bright and unexpected images to keep them from thoughtlessly scrolling through the images on social media.
Our target audience was Brazilians, M/F, 18–49 year sold.
Campaign Goals
Brazil's number of mobile phones surpass that of its population: 284M mobile connections versus 204M people. By thinking mobile first, Instagram was the perfect platform: being 100% mobile and growing significantly in Brazil (80%+ growth in2014). Instagram also had the inspirational positioning and the visual approach we needed for Kibon. But how could we make people notice Kibon’s message in a context of high speed scrolling and general disinterest in brands on social media?
Through fun and nonsensical imagery, Kibon's posts introduced the brand's global concept "Goodbye Serious" We found a way to highlight the product, linking it to the concept "Goodbye Serious",in a charming and visually impactful way. By doing so, the brand succeeded in reinforcing itself in the consumers mind by showing its ice cream’s appetite appeal as well as having a fun mood throughout.
We presented a twist on ordinary daily objects with our delicious ice cream flavors to offer a pause from the hectic daily routine and inspire people to go after other happy moments. We carefully planned every aspect of the image construction and the results could not have been better! Out of all the media campaigns on Instagram done for Unilever Brazil Brands by our thumb-stopping creative, this one was the most successful and engaging of them all.
Campaign Performance
We were able to reach 5.47 million people, 42% above projected numbers on media plan for our target audience (Brazilian men and women aged 18 through 49), with a 2.51 average frequency per person. Through Facebook Brand Effect survey, we could check that we had 5 point lift in message association for the brand and a significant 29 point lift in ad recall between the control and exposed group.
In summary, “Goodbye Serious” campaign on Instagram was successful in bringing Kibon closer to people more embedded in their routines, increasing awareness and building Brand Love.
Despite media rejection by the public with other brands in the beginning of advertising on Instagram, Kibon’s campaign was very well accepted, as we were able to find a balance between the brand’s message and its relevance to consumers. That acceptance was demonstrated by the high engagement of consumers during the campaign, with more than 1 million interactions, and the increase in the number of brand’s followers (+309%).