Iris Case Studies Digital Marketing Platform Creation for Itubaína

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	Digital Marketing Platform Creation for Itubaína Iris

Digital Marketing Platform Creation for Itubaína

Iris

Technology Category	Platform as a Service (PaaS) - Application Development Platforms
Applicable Functions	Sales & Marketing
Challenge	The challenge was to connect Itubaína, a popular Brazilian soft drink, with the Justice League, a well-known superhero franchise, and extend the reach beyond the typical geek audience or movie fans. The goal was to tap into the universal childhood dream of becoming a superhero. The campaign was to be executed over three months and was to include a product launch, films and content for digital media, a BTL activation, a partnership with Omelete channel, and coverage of CCXP, a major pop culture event in Brazil. Read More
About Customer	The customer in this case study is Itubaína, a popular Brazilian soft drink brand. Itubaína has a rich history and is well-loved in Brazil, known for its unique tutti-frutti flavor. The brand is always looking for innovative ways to connect with its audience and stay relevant in the competitive beverage market. For this campaign, Itubaína wanted to leverage the popularity of the Justice League franchise to engage with its customers in a new and exciting way, while also reaching out to a broader audience beyond its traditional customer base. Read More
Solution	The solution was an omnichannel digital marketing strategy that empowered fans to ignite their imaginations and bring their superhero dreams to life. This was achieved through several activations, including inspiring illustrated limited edition cans, a prize-winning contest for CCXP, and a campaign that encouraged fans to share their best 'heroic feat'. The campaign also included a feature where fans could pose next to the Bat Signal, reminding them that everyone has a hero inside, even in everyday moments where they may 'fall'. The campaign was designed to resonate with a broad audience, leveraging the universal appeal of superheroes. Read More Log in to view content
Contents

Technology Category

Platform as a Service (PaaS) - Application Development Platforms

Applicable Functions

Sales & Marketing

Challenge

The challenge was to connect Itubaína, a popular Brazilian soft drink, with the Justice League, a well-known superhero franchise, and extend the reach beyond the typical geek audience or movie fans. The goal was to tap into the universal childhood dream of becoming a superhero. The campaign was to be executed over three months and was to include a product launch, films and content for digital media, a BTL activation, a partnership with Omelete channel, and coverage of CCXP, a major pop culture event in Brazil.

About Customer

The customer in this case study is Itubaína, a popular Brazilian soft drink brand. Itubaína has a rich history and is well-loved in Brazil, known for its unique tutti-frutti flavor. The brand is always looking for innovative ways to connect with its audience and stay relevant in the competitive beverage market. For this campaign, Itubaína wanted to leverage the popularity of the Justice League franchise to engage with its customers in a new and exciting way, while also reaching out to a broader audience beyond its traditional customer base.

Solution

The solution was an omnichannel digital marketing strategy that empowered fans to ignite their imaginations and bring their superhero dreams to life. This was achieved through several activations, including inspiring illustrated limited edition cans, a prize-winning contest for CCXP, and a campaign that encouraged fans to share their best 'heroic feat'. The campaign also included a feature where fans could pose next to the Bat Signal, reminding them that everyone has a hero inside, even in everyday moments where they may 'fall'. The campaign was designed to resonate with a broad audience, leveraging the universal appeal of superheroes.

Impact #1	The campaign was a resounding success, not only in terms of the impressive quantitative results it achieved, but also in terms of the qualitative impact it had. It successfully connected Itubaína with the Justice League, and extended the brand's reach beyond the typical geek audience or movie fans. The campaign resonated with a broad audience, tapping into the universal childhood dream of becoming a superhero. It also empowered fans to engage with the brand in a new and exciting way, bringing their superhero dreams to life through various activations. This innovative approach to digital marketing helped Itubaína to stand out in the competitive beverage market and strengthen its connection with its customers.

Impact #1

The campaign was a resounding success, not only in terms of the impressive quantitative results it achieved, but also in terms of the qualitative impact it had. It successfully connected Itubaína with the Justice League, and extended the brand's reach beyond the typical geek audience or movie fans. The campaign resonated with a broad audience, tapping into the universal childhood dream of becoming a superhero. It also empowered fans to engage with the brand in a new and exciting way, bringing their superhero dreams to life through various activations. This innovative approach to digital marketing helped Itubaína to stand out in the competitive beverage market and strengthen its connection with its customers.

Benefit #1	The campaign generated 55 million views, including 20.4 million for the trailer film, making it the most watched in the brand's history.
Benefit #2	The campaign reached 38 million people, with a coverage of 96%, making it the biggest ever hit by the brand.
Benefit #3	The mini videos in the campaign received over 30 million views, with a Full CPV of R$0,10, marking the best performance in the brand's history.

Benefit #1

The campaign generated 55 million views, including 20.4 million for the trailer film, making it the most watched in the brand's history.

Benefit #2

The campaign reached 38 million people, with a coverage of 96%, making it the biggest ever hit by the brand.

Benefit #3

The mini videos in the campaign received over 30 million views, with a Full CPV of R$0,10, marking the best performance in the brand's history.

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Overview

Digital Marketing Platform Creation for Itubaína

Operational Impact

Quantitative Benefit