More than Just the Fantanas
Thursday, May 27th, 2010Today, Youth Research Partners shared this great “Fanta in Kenya” case study that talks to the value that comes from engaging target audiences in the marketing process, creating experiences that tap into existing passion points, and building content that lives well beyond the dollars that are spent.
Fanta and Teenwise Media Limited developed an annual series of regional dancing and singing contests throughout Kenyan high schools, culminating in a national competition/awards ceremony, as a way to expand their brand from “an exclusive kids drink into a vibrant young adult beverage”.
The events allow the brand to engage with young Kenyans in an authentic way that creates an enormous amount of social currency. Regional activities are planned by the students empowering them to take ownership while participants form groups and practice all year long for a shot at stardom.
They talk about this program as one that builds “permission assets” which I thought was interesting- the idea of investing dollars not behind an ad campaign that will disappear in a couple of months, but in building real ambassadors and good will that acts as powerful social currency that goes well beyond the time when the money runs out.
Full case study here:
Needless to say – way better than the search for the next Fantana.
