2022 Winners & Shortlists

Why is this work relevant for Social & Influencer?

Young Moroccan begin to criticize Moroccan mega and macro influencers, as they don't really create something new or inspire them but are just showcasing their look and lifestyle in a way that is far away from young people realities. They are more and more attracted to micro and nano content creators. Moroccan digital universe are full of these creative subcultures that doesn't emerge. Brands can help to amplify these youth creative movement but they prefer the security of mainstream influencers.

Background

Flash Wondermint is the oldest chewing gum brand in Morocco, connecting with the younger generations since the 50's. But as chewing gum is getting less and less cool, and a complete lack of communication from the brand, Flash Wondermint lost its hype and connection with the younger audience. Flash chewing gums are very cheap. The brand is leader in volume, but is only bought by elder people. The Gen z and Millenials are not proud of the brand and hide it, prefering a more aspirational brand like Mentos. How can we reconnect with Gen Z and Millenials and associate the brand with the cool spirit ? Objectives : - Reconnect with Gen Z and Millenials - Make young people proud to eat a Flash Wondermint. - Make Flash Wondermint cool again

Describe the creative idea (30% of vote)

Flash Wondermint, as the 1st chewing gum brand created in Morocco in the 50's, is an iconic brand for boomers , but not for Gen Z and Millenials. We wanted to make Flash cool again, so instead of using mainstream influencers like other brands, we decided to adress our target with this idea that being cool is not to be mainstream, to be followed, or to have a lot of influencers. To be cool is a spirit, is to create, to follow your own path, even if your cool is not for everyone, or your cool is considered as uncool. As young moroccan are criticizing more and more mainstream influencers, we decided to partner with content creators representative of different digital subcultures, and to give life to their creations in an online film.

Describe the strategy (20% of vote)

We isolated niche content creators with small communities to target Moroccan Gen Z. It's Medd : Designer 24 K followers Salma.Jourani : photographer 9078 followers Faiçal.Adali : Visual Artist 8233 followers Blizzart : Visual Artist 33K followers Sofco : Music Artist 13,8 K followers We created a video where we give life to their creations, enhancing and amplifying their content trough a media strategy to leverage every community. Then we made a video for each of them, and a contest game for our community to win an object created by these content creators in order to create the hype about their content and a filter for the community to define their own vision of cool.

Describe the execution (20% of vote)

A month campaign From the 24th december 2021 to the 24th january 2022. Stories on Instagram Online video on Instagram, Facebook, and youtube Online video for each influencer Reshare by the influencers Social posts Social Contest Instagram filter

List the results (30% of vote)

Reach : 8 million Interactions : 1,9m Youtube : 453K views Instagram Follower increase : 17,6% Engagement rate facebook : 21,9% (vs average 6,09%)

Please tell us about the social behaviour and / or cultural insights that inspired your work

In Morocco, influencers have become the new outdoors. All the brands talking to Millenials and Gen Z are using the same people, just for their numbers of followers. The content creators contrary to influencers are not really valued by brands.