PIMP MY PROFILE by K2 for Fanta

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PIMP MY PROFILE

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Industry Soft Drinks
Media Promo & PR, Case study
Market Poland
Agency K2
Released February 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: COCA-COLA POLAND SERVICES
Product/Service: FANTA
Agency: K2 INTERNET
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: STARCOM MEDIAVEST GROUP, Warsaw, POLAND
Media Manager: Filip Beznicki (Starcom MediaVest Group)
Senior Interactive Planner/Buyer: Paweł Modzelewski (NEXT)
Senior Interactive Planner/Buyer: Ewa Zawol (NEXT)
Media placement: 3 Social Networks - Mojageneracja.pl, Poszkole.pl, Epuls.pl - 01/03/2009
Media placement: TV Campaign - Mix Of Youth Stations + National Stations - 01/03/2009

Results and Effectiveness
Poland’s teens had obviously been longing for our cartoon characters to come along. In all, 60,000 people pimped their profiles, creating 60,000 mini promotional sites for Fanta, which were visited by around 3 million people. 2.1 million ratings were registered. More than 85% of people on the three social networks came across a pimped profile, 18% of all internet users. Brand awareness soared, from 64% to 70% in the general population, but among social network users something even more astonishing occurred: awareness of Fanta beat everyone else in the carbonated drinks market. Including Pepsi. Including Coca-Cola. Everybody.

Creative Execution
We got three major social networking sites to join “Pimp my profile” campaign. With our specially-created Fanta drawing tools, users could splash our colours all over their profile pages. They could add our cartoon characters, and other elements from Fanta ads, too. And having helped teenagers brighten up their grey and uniform surroundings, we knew they would want to shout about what they had done. Links to pimped profiles were embedded in all online communications, welcome pages, comments and messages. To make it a powerful, viral campaign, we turned the whole event into a competition. Each pimped profile contained a voting button so other users could rate it – which only made the page owners want to soup it up even more, and shout about it even louder. The prize was a “day of fame”, when the best profiles were promoted heavily on the front pages of the three sites.

Insights, Strategy & the Idea
Some of the best ideas just seem so OBVIOUS in retrospect. Fanta has been rolling out a global marketing campaign starring cartoon characters who add a riot of colour to their gloomy, grey and uniform surroundings. In Poland, where we were charged with getting teenagers excited about the Fanta brand again, “grey” and “uniform” were perfect words to describe the country’s main social networking sites, which are used by one in three youngsters. For some reason, these teenagers – though they are full of creativity and bursting to express themselves – were being corralled into setting up formulaic profile pages. Well, that was something that Fanta’s cartoon characters OBVIOUSLY couldn’t tolerate.