Airborne needed to gain fast awareness for the brand’s forms and flavors in social media. To do so, we had to break through the clutter on the Facebook news feed and even get people to share the news.
Channeling our crafted heritage, we tapped undiscovered artists to create their own Vine-like videos about Airborne. The brief was simple: be Airborne, and have fun.
With a media investment on Facebook, we were able to reach more than 30 million users in our core target in one week. That’s more than half our target who tuned in to the Super Bowl. And consumers engaged, with seven times our average click through and three quarters of a million interactions, resulting in a 50% incremental sales lift for the brand.