Sprite in Argentina is tackling young peoples’ anxieties in a new campaign that interestingly leapt from digital to TV. Sprite looked at top searches among Gen Z to determine the subjects causing them the most mental anguish. Then, it tapped influencers who had experienced those “issues” to lead conversations in sub-Reddits related to them.
Not only that, but it also created compelementary content for each “issue”, showing how many people also experience the same thing:
In their words, “the effort relies largely on a series of forums on Reddit, where young people who feel they are alone for a variety of reasons, such as they’re still virgins, they’re flat-chested, they feel like in the wrong body, can express their feelings. Each forum is led by an influencer who has experienced the respective topics. The idea stems from the insight that those in Generation Z feel there are certain subjects they can’t talk to others about.
To determine forum topics, Sprite worked with Google to pinpoint subjects young people frequently searched for. Sprite created an anthem film as well as digital banners to introduce the campaign.”
Why It’s Hot:
We can certainly debate whether this is the role a soft drink brand should play, but it’s nice to see that type of brand using its platform to not just sell sugar water.
Most interesting is their approach – tapping into search data, to inform a social campaign, led by micro-influencers, and introduced on TV. Great cross-channel integration not just for a campaign, but as a program or platform.
It’s also important to note they weren’t just looking at bubbled up/watered down search data. They sought out the real questions people were asking, even if it wasn’t 200 million searches per month. Showing that sometimes you need to find the hidden meaning lurking in your data.