2015 Winners & Shortlists

Results and Effectiveness

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.

Creative Execution

Mirinda decided to exploit the booming trend of Memes, by turning every tween/teen moment into a contagious fun experience and switching consumers on to their playful side, through a 360 campiagn spear headed by social media. Before launching our social media activity, we teased our consumers with TVCs used to excite and direct them to have unscripted fun with their friends online by creating their own memes on social media. These initial TVCs were examples of very insightful memes. Then we kicked off a call for action copy, leaving consumer to insert the meme that they saw fit from any pop culture reference. In this copy we directed them to Facebook where they could participate in the campaign with the incentive of choosing the best meme for the third copy followed by the announcement of the winner’s name on TV as “the creator of a Mirinda commercial”.

Insights, Strategy and the Idea

Mirinda-Orange is not only a brand that has been around for decades, but is one that has gotten comfortable being the market leader. That changed in April 2013 when its direct competitor, Fanta-Orange took away Mirinda’s throne. Many factors lead up to this moment, however what truly is undeniable is that across all communication channels Mirinda began to lack relevance to its target group (tweens/teens), leading to a growing gap between Mirinda and its consumers. Mirinda started being perceived as old fashioned brand which resulted in not only losing its shares but also popularity and equity. The Tweens/ Teens of today are VIRAL CRAZY; they are not only hungry for the next trend they have become content generators themselves. In essence, they don’t want to be entertained, they want to CREATE. Mirinda decided to exploit the booming trend of Memes, by turning every tween/teen moment into a contagious fun experience.