FAZER REMIX // INFLUENCER REMIX
Client: Fazer Confectionary
BACKGROUND
Fazer Remix is a candy brand born in the 90s. It revolutionized the market back then, and thus millennials have a special bond with the brand. But it's a totally different ball game when it comes to Gen Z – a key segment to any candy brand. And strengthening this relationship has been the main goal ever since our brand renewal in 2021.
OBJECTIVES
The objective for all our brand-level work is clear. We need to secure sales, especially among Gen Z. This happens by creating fame – us needing to justify our premium brand (price) in times of economic downturn. This happens by building an emotional connection to Gen Z – so that they feel the brand as much “theirs” as do the older generations. This happens social-first – well, because, Gen Z.
STRATEGY
Our renewed brand strategy has been built on values shared by the brand and Gen Z. Campaign after campaign, we’ve tapped into various different aspects of these deep-down connections. One of the generational experiences of Gen Z has been the polarization of the world. You can read about its effects on them in various news, articles and scientific journals. And like everything in Gen Z’s lives, this too starts on social. Which is why, we wanted to start strengthening our bond with them right there – on their feeds and FYPs.
IDEA
Fazer Remix presents: Influencer Remix // Based on extensive analysis, we identified two influencers as far from each other as possible: Vappu Pimiä, a foodie, mom and tv host; and Antti Tuisku, an artist-turned-athlete. Using our proprietary influencer data cruncher Shinebuzz, we saw that despite them being among the biggest IG celebrities, their follower-base only overlapped by a mere 10%. We invited them for a social experiment on social media: swapping their IG accounts for one week.
EXECUTION
All of a sudden Antti was Vappu and vice versa – sharing their lives with a totally new follower-base. And also getting to know that follower-base thanks to the two-way dialogue only natural for social media. Bursting the bubbles and breaking the walls of echo chambers is a bold move for any influencer. We knew there might be a backlash form the followers with two worlds colliding. So there was a catch. If they didn’t lose any followers that week, they got to raffle piles and piles of Remix candies among the followers.
TULOKSET
First off, the influencers did NOT lose any followers. They gained new by the thousands. // Second, the whole remixing proved rewarding for Fazer Remix, too: X2,7 engagement rate (vs. category average). X3 follower count (after the campaign). +29% sales volume YoY (but of course this wasn’t the only thing we did in 2024) // And thirdly, we’ve already turned this into an always-on platform – deepening the connection to Gen Z, all happening under the only name they need to remember at the candy store: Remix.
CREDITS
CLIENT: Fazer Confectionary // CREATIVE AGENCY: Kurio // PRODUCTION: Kurio // MEDIA AGENCY: Kurio // GRAND ONE CATEGORY: Paras Vaikuttajamarkkinointi
LINKS
x3 FOLLOWER COUNT AFTER CAMPAIGN
X2,7 ENGAGEMENT VS AVERAGE
+29% SALES VOLUME