OPPORTUNITY

Leverage seasonal, limited-time-only flavor fanatics’ passion. Mobilize this powerful force and create demand for Sierra Mist.


THE IDEA
Re-Gifters Anonymous was based on research revealing that the Sierra Mist audience is a creative bunch, and re-gifting was repeatedly mentioned as a ‘new tradition’ they practiced.


Over the course of a six-week program on Break.com and Facebook, the Cranberry Splash community embraced a series of humorous video confessions, along with an online application that allowed viewers to try re-gifting themselves. Cranberry Splash branded gifts, offered for free in the Facebook gift shop for a limited time, spread like wildfire. The application allowed participants to upload their photos and obscure their identities by applying a black bar across their eyes just like the shamed confessors in the video series.


For an added twist, a national sweepstakes promoted the chance to win the ultimate re-gift-proof gift — a $500 American Express Gift Card.


VISIT THE BREAK.COM CHANNEL PAGE

THE MOTIVE

Celebrate the creativity

and desire that millennials have for creating their own new Holiday traditions.

PROGRAM RESULTS

PROGRAM ELEMENTS

  1. Facebook partnership

  2. Free branded re-gifts in Facebook Gift Shop

  3. Break.com Channel page

  4. 6 confessional videos

  5. Online re-gifting application

  6. Contest to win $500 gift card

  1. Overall, the campaign received more than 118,000,000 impressions

  2. The videos exceeded 777K views

  3. 518,560 re-gifts were given directly inside of the ad unit and users could click directly to the gift store via the ad

PROGRAM OVERVIEW

Re-Gifters Anonymous Sierra Mist

SOCIAL MEDIA CONTENT PROGRAM

LAUNCH THE WEBSITE

Click to launch the web site

RE-GIFTERS

FACEBOOK PROGRAM

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