Vimto – I See Vimto In You

THE CHALLENGE

How do you market a soft drink in a crowded space, to young teens, that don’t want to listen?

In early 2018, Tangerine was tasked a social media response to this question, to support Vimto’s wider multi-media campaign, ‘I SEE VIMTO IN YOU’ (ISVIY). The aim of ISVIY was to raise awareness of Vimto and reposition the brand, to capture the attention of a Gen Z audience with a specific focus in the South of the UK. 

To authentically connect with them, you have to think outside the box.  And be where they are, but in a way that doesn’t feel forced. 


THE SOLUTION 

The lead campaign creative took an ‘anti-advertising’ approach, with the advert asking viewers to close their eyes instead of watch the ad, rewarding those that didn’t with celebratory scenes of individuality.

Using the anti-advertising approach, combined with audience insight and understanding, we re-launched the brand’s Instagram channel using a series of cleverly formulated and targeted dark ads, engaging imagery and relevant micro-influencers that echoed the ISVIY tone of voice.

THE STRATEGY TOOK A THREE-PHASE APPROACH:

  • PHASE 1: ‘DO NOT FOLLOW’: Worked with two carefully selected ‘rising’ influencers who embodied the ISVIY spirit, combined with a series of cleverly formulated ‘dark content’, that followed the anti-advertising mechanic - driving people to a ‘secret’ Instagram channel in order to create intrigue and grow a community on the channel
  • PHASE 2: ‘REVEAL AND REWARD’ (JULY):Revealed Vimto as the brand behind the ‘secret’ channel in a way that encouraged positive sentiment and rewarded those who went against the grain and clicked ‘follow’
  • PHASE 3: ‘SPREADING THE #ISVIY MESSAGE’ (JULY-AUGUST): Maintained channel growth and engagement via the activation of further relevant influencers, complimented by ‘behind the scenes’ and ISVIY spirited content 



THE RESULTS

TARGET / ACHIEVED
60,000 / 96,671
TOTAL ENGAGEMENTS
500,000 / 556,950
TOTAL VIEWS
900,000 / 1,722,938
TOTAL REACH
900,000 / 1,722,938
TOTAL REACH
4,000 / 4,989
INSTAGRAM FANS
71%
OF CURRENT FOLLOWING IS AGED 13-24
+50%
MAJORITY OF FOLLOWERS ARE LONDON BASED (OVER 50%), FOLLOWED BY MANCHESTER, BIRMINGHAM, KENT AND GLASGOW


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