2015 Winners & Shortlists

The Brief

Mirinda-Orange has been the market leader for decades. However, lately Mirinda’s communication began to lack relevance to its target group (tweens and teens), leading to a growing gap between Mirinda and its consumers. Accordingly, it was being perceived as an old-fashioned brand, which resulted in losing its shares, popularity and equity. Accordigly, Mirinda had to reconnect and engage with its consumers at their own natural habitat, to regain their loyalty. It was then that we saw an opportunity that the tweens/teens of today are “the social-media” generation; so what better place to speak to them other than online, in their own language.

Creative Execution

Within a matter of weeks, the campaign became the talk of town all building up to the big reveal of the best meme, which was chosen on the merit of the most achieved likes online (50K on Facebook). This tween’s Meme was inserted in our ad which was consequently aired to celebrate his creativity, which gave major credibility to the brand. This was a turning point where Mirinda Orange went outside its realms and wasn’t just a CSD, it became a platform/tool for the tweens/teens to express themselves

Describe the creative solution to the brief/objective.

Mirinda decided to exploit the booming trend of Memes, by turning every tween/teen moment into a contagious fun experience through a 360 campaign spear headed by social-media. Our aim was to maximize engagement across all social-media platforms, increase our Facebook fan by 10% and our YouTube ad exposure to million views. The campaign commenced with TVCs to direct audience to unscripted fun, by creating their own memes on social-media. Then we kicked off a call for action copy directing them to Facebook to participate in the campaign with the incentive of recognizing the winner as the creator of the Mirinda ad.

Results

Social Media results surpassed our expectations, as we increased our fan base by 30%, gained AER of 2.84% (benchmark 0.13%) on Facebook and 1.4 million views on YouTube. According to Social Bakers social media report April 2014, Mirinda Egypt page has reached the 2nd place in Facebook brands by Post Engagement Rate. The winner’s post on Facebook was ranked as the no.1 most popular post: (Social Bakers social media report May 2014).All the above reflected in 35% increase in sales volume (AC Nielsen), thus, allowing Mirinda to regain its orange market Share Leadership.