Take Your Schhhot
SUPPORT MATERIAL: Category: Innovation | Social Media Award Level: BRONZE Brand: Schweppes | Entrant Company: Isobar Nigeria, Lagos, Nigeria Background
In 2019 Schweppes Nigeria launched its exciting new variants – Pineapple, Virgin Mojito and Chapman into the market and needed a more effective and exciting way to boost its recognition, raise awareness and drive purchase for the new variants. Creative Idea
With the emergence of image-led social media and photography phone apps, social media photography has risen in popularity with photographic work published on social platforms reaching a much larger audience than regular photography.
As a brand passionate about photography, we decided to tap into this to achieve our goal of reaching a large audience. We not only wanted them to talk about our brand but also interact with it. We decided to get on top competition with a competition and created an exciting challenge - The Schweppes Photography challenge. Strategy
What better platform to use to execute a photography challenge than Instagram, an app built just for photography? We leveraged an already existing behavior of our target audience of taking and uploading pictures on the gram and tilted it in our favor. They had to take pictures of our variants for a chance to win exciting prizes. Execution
During the challenge, we called out to followers and non-followers, asking them to capture a list of pre-determined image options of the brand and share via their social media platforms accompanied with the hashtag #TakeYourSchhhot. The challenge was open to everyone as only a mobile phone camera was needed to take the shots.
After 2 weeks following the announcement of the challenge, we had been tagged on almost 180 entries uploaded on Instagram.
At the end of the challenge, we worked with a professional photographer who judged the entries and picked the top 10 photos. The top 10 photos were then uploaded on our page where the followers made the final decision of picking the winners via ‘likes’ voting. Results
For a page barely three months in the market, Schweppes reached over 130,000 people, drove over 145,000 social engagements, and generated over 5,000 new social followers.