We have done
Change the users' perception of the brand Ceres: pass from the "dirty underground" to the "cool underground".
A brand new positioning and a new visual treatment communicated through teh Heroes4Ceres recuiting platform, which collects viral videos, website, FB fanpage and events.
A facebook App and a minisite to follow the new campaign Heroes4Ceres: the King of the joke, the Bastard Goodlocking, The Genius and Miss Hell.
They are the 4 new heroes that could hide themselves just between the users. through a Viral Video by Maccio Capatonda, the Brand started a digital and local recruiting campaign; in order to apply, the users just had to use the FB App, upload their image and their battle cry.
Between the most voted participants have been selected the users to become the 4 Ceres Heroes.
After 9 months:
- From 10k to 310k fan on FB
- 2,5 million content views (website, YouTube, Facebook)
- More than 4.000 candidates (phase 1)
- More than 200k likes/votes
- +10% sell in/sell out
From 10k to 310k fan on FB, 2,5 million content views, more than 4.000 candidates, more than 200k likes/votes, +10% sell in/sell out