29th November 2018
Tangerine Wins Instagram with Vimto Campaign
Tangerine scooped ‘BEST USE OF INSTAGRAM’ last night at The Drum’s Social Buzz Awards for its work on the ‘I SEE VIMTO IN YOU’ campaign.
The campaign, which beat off decent competition from specialist Instagram influencer agency Takumi for Kellogg’s and digital agency, PMG for Beats by Dre, connected with a hard to reach audience via a strategy which took them on a fun and intriguing journey over the 12-week campaign period.
Using its in-depth understanding of Instagram and the audience it was targeting, combined with a meticulously mapped-out strategy, Tangerine re-launched Vimto’s dormant Instagram channel, generating a 1.7 million reach, 97,000 Gen Z engagements and over half a million video views in the three months the campaign was live. The activity also contributed to a significant increase in Vimto sales during this period.
A judge for The Drum expressed that this is a great example of how a well thought out social strategy, combined with smart creative and excellent planning, can help a brand stand out in a very cluttered marketplace. “We love the smart use of influencers across paid, owned and earned channels to help deliver clearly defined targets across the campaign,” he explained.
“A clear understanding of the target teen audience and how they use Instagram shines throughout this activation which is also reflected in the excellent results.”
The campaign also resulted in Vimto outperforming leading soft drink competitors on social media by 334%, giving it the second biggest share of voice during the period – no mean feat in a busy market.
For more detail on the campaign see here.