IG/Kibon
>> Partindo do conceito #goodbyeserious, críamos a primeira campanha de Kibon no Instagram com fotos em que o sorvete dá um oi para a diversão e um tchau pra seriedade.
A campanha conseguiu alcançar 5,47 milhões de pessoas, 42% acima dos números projetados no plano de mídia para o público-alvo, com uma frequência média de tempo de 2,51 por pessoa. De acordo com a pesquisa de efeito de marca do Facebook, Kibon teve um aumento de cinco pontos na associação de mensagens para a marca e um aumento significativo de 29 pontos no recall de anúncios entre o grupo controle e o exposto.
A campanha de Kibon foi bem aceita, demonstrada pelo alto engajamento dos consumidores durante a campanha: mais de um milhão de interações e um aumento de dois a três por cento no número de seguidores da marca. Havia também nove milhões de usuários, 1.282.186 curtidas e 12.682 comentários.
A campanha "Kibon Nonsense" foi realizada exclusivamente para Instagram, com o conceito #GoodByeSerious. Foi destaque no ano 2015 dentre as campanhas patrocinadas na rede.
Essa Campanha levou vários prêmios, entre eles o Facebook Awards América Latina.
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Com um criativo colorido e disruptivo, a Kibon conseguiu alcançar 5 Milhões de pessoas na plataforma.
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Campaign Summary
Kibon ice cream's main challenge was to get customers' consideration at the time of purchase. Despite being a well-known and loved brand, it competed with several types of sweets and snacks in other categories. Therefore, it was essential that the brand remained present in consumers’ minds whenever they felt hungry.
Agency F.biz’s challenge was to bring the brand's "Goodbye, Serious!" message to life in a fun way, while reminding consumers about the pleasure and joy of eating ice cream.
Objective and Context
Kibon’s message "Goodbye, Serious!" seeks to combat daily life's boring routine and stressful aspects. The idea behind Kibon's campaign was to reach people with beautiful, colorful, bright and unexpected images to keep them from thoughtlessly scrolling through the images on social media.
The target audience was men and women ages 18-34 years old. Brazil's number of mobile phones surpasses that of its population: 284 million mobile connections versus 204 million people. By thinking mobile first, Instagram was the perfect platform.
Instagram also had the inspirational positioning and the visual approach the agency needed for Kibon. But it was a challenge to break through on social media.
Creative Strategy
F.biz created five posts that introduced the global concept on Kibon’s Instagram in Brazil: GoodbyeSerious. The campaign also said goodbye to 3D graphics, having all of its elements produced manually and then photographed, creating fun images and non-sequiturs that showed the brand’s ice creams in a way they had never been seen before on the platform.
The agency presented a twist on ordinary daily objects with Kibon’s delicious ice cream flavors to offer a pause from the hectic daily routine and to inspire people to go after other happy moments.