GUSHERS FORTUNE TELLER CAMPAIGN
With more food choices than ever before, loyal Gushers consumers were cutting back and moving toward other snacks. Additionally, the brand had been dormant for several years and was in the midst of repositioning from a fruit snack to a candy. Our challenge: make the brand relevant with teens and get them to ask their moms to buy one more box.
Social listening unearthed an interesting product related trend: teens talking about how no two packs of Gushers were the same. This observation prompted them to post pictures of the candy straight from the package and ask why they sometimes got “all blue,” “all red” or why they all came stuck together. Each pack held something different and teens took notice.
This anticipatory behavior provided the perfect bridge for our back-to-school launch. Similarly to how teens wondered what their packs held, they were also anxious for what the school year would bring. Introducing Fortune Teller, a way to transform teens’ unique Gushers packs into back-to-school fortunes.
The one-on-one nature of the idea made it a perfect execution for Snapchat. Teens were already using the platform as texting, sending snaps back and forth with friends. We knew leveraging this behavior would be key to success, but who wants to snap with a brand?
Our Solve: Have others do the talking for us. Five influencers were selected to act as Fortune Tellers on the Gushers Snapchat. This provided authenticity, while also adding scale.
How it Worked: During select evenings, teens could snap Gushers a picture of their pack and receive a personalized message from an “internet celebrity” with a peek into their future. Influencers including Jay Versace, Tina Woods and Christian Ackridge sent hundreds of individual messages to their fans via Gushers as pictures of packs poured in.
The Results: In just five 30-minute “Fortune Teller” sessions and without any paid media we connected with thousands of engaged teens, generating 1.4MM impressions, 96,000 engagements, 1,000 1:1 snaps and approximately 3,500 followers. By seamlessly integrating the product into the experience, we also captured content that asked mom to buy a box of Gushers.