How did a leading beverages brand maximize an already existing ofﬂine strategy through Twitter?
Fanta is the leading beverage in its category being present in Argentina since 1961. Today consumers may ﬁnd –besides their traditional orange ﬂavor– diﬀerent versions: apple, lemon, and orange-tangerine. Fanta is one of the four leading brands in the world, together with Coca-Cola.
Since 2012 @Fanta_ar has hosted “Baila Fanta” (Dance Fanta), an intercollegiate dancing competition that gathers 13 to 16 year-old students from schools all across Argentina. Given that one of the brand’s greatest challenge is to connect and engage with their teen audience in Social Media, in 2014 @Fanta_ar decided to bring the contest to Twitter offering a different value proposition to their followers through rich and relevant content around the event.
@Fanta_ar used Promoted Tweets for real-time coverage of the different stages of the competition, and a Promoted Trend with the hashtag #FinalBailaFanta referring to the great final where they would announce the winners. This allowed the brand to amplify both the initiative as well as values such as fun and happiness they sought to promote throughout all content and messages.
Impressions with the Promoted Trend
Impressions with Promoted Tweets
Engagement rate average of Promoted Tweets
Mentions of #FinalBailaFanta
New followers as earned media for @Fanta_Ar
“This campaign was very important for the brand because it allowed us to tell more about Baila Fanta and reach directly the teenagers by using a network that they use on a daily basis. Twitter Ads let us spread Baila Fanta to the whole country and people could follow the ﬁnal in real time. The results speak for themselves, Twitter helped us to position and enhance Fanta presence in social media, participating in conversations and topics related to the target”.
Coca-Cola Marketing Director Argentina, Paraguay & Uruguay