Sprite
Sprite fights bullying and freshens confidence in our diversity filled SMM campaign #REFRESHCONFIDENCE which brought us an Effie Award
Client:Sprite
Release:2019
Challenge
89% of young people face bullying in Ukraine. Sprite chose for its mission to start a public discussion and freshen young people's confidence.
Our task was to natively raise a complicated heated topic and talk about the values of equality, tolerance and self-confidence.
Fresh idea
Our creative team was inspired by the importance of the message and the courage of the brand. This is still unusual for Ukraine to raise inconvenient topics like this freely but we managed to create over a dozen of concepts and creative mechanics.
We proposed to appeal to the audience through authoritative influencers and start an honest conversation via a flash-mob, while conducting and informational and educational campaigns.
TOP-influence marketing
Ukrainian rap sensation Alyona Alyona and top blogger Alexey Durnev were chosen as the ambassadors of #refreshconfidence movement. They were the first who shared their self-confidence stories, that shared up the audience and raised the amount of user-generated content. We produced the influencers and developed a flash-mob scenery.
Information campaign
We revealed the problems of 5 critical types of bullying, such as body shaming and lookism. We also chose 5 micro-influencers who shared their hate overcoming experiences. Special attention was paid to visual style and tone of voice of the brand.
Flash-mob #refreshconfidence
Brand and influencer publications have gathered a huge amount of comments and reactions, but what was even more valuable – real people stories. We managed to inspire the audience to share personal, sometimes difficult experiences of facing bullying and gaining confidence.
Summing up
Our campaign stats:
– Sprite became the first brand to raise this topic in Ukraine
– 20 560 000 overall post impressions
– 4 800 000 Facebook reaches
– 3 540 125 Instagram reaches
– 70+ user-generated stories
– Free media coverage
– 2 video manifestos
And check out one of the videos we produced for this campaign below.
