The objectives were simple:
-Reach & engage Fanyuns (translation: Funyuns Fans) through highly-targeted, highly-entertaining communication
-Accelerate brand growth & increase sales
-Spark authentic conversations around onion flavored rings
A subculture icon in the hearts (and appetites) of onion flavor seekers everywhere, FUNYUNS has long been the unofficial snack of the nonconformist. Because of the brand's unique corner on the "weird" market, its first major social media push ever needed to reflect that weirdness as well as resonate with the next generation of onion flavor aficionados, who are able to sniff out and eschew mainstream marketing before you can say 'FUNYUNS breath.'
Our story originates in a mythical place called The Ringdom—where unicorns and werewolves proclaim their love for zesty onion flavouring and FUNYUNS fall from a colorful cloud of flavour.
In this place, anything is possible. Including FUNYUNS fans creating the next FUNYUNS brand slogan. To do this, we decided the slogan had to come to life via, what else, a meme.
To harness our FUNYUNS lovers' passion for creativity and artistic expression, we built this slogan slash meme-creator tool on the FUNYUNS Tumblr page. We asked users to write a slogan—any slogan—then we put weird, irreverent visuals behind their words to finish off their masterpiece, Ringdom style. It was the perfect intersection of user-generated content and a brand that's ready and willing to co-create with their fanbase to bring more weird into the world. When it was all said and done, we didn't have a slogan, but we had UGC memes that made our Tumblr wall weirder than ever.
Why This Entry Deserves to Win
It was the perfect intersection of user-generated content and a brand that's ready and willing to co-create with their fanbase to bring more weird into the world. When it was all said and done, we didn't have a slogan, but we had UGC memes that made our Tumblr wall weirder than ever.
When your story originates in a mythical place called The Ringdom—where unicorns roam, werewolves proclaim their love for zesty onion flavoring and FUNYUNS fall from a colorful cloud of flavor—you know you've got a pretty left-of-center following.
By tapping into the imagination of long-time fans, FUNYUNS kept true to its iconoclastic roots while earning its stripes as a socially savvy brand and thus earning a whole new millennial fanbase.
33% of all engagement was earned media
14% lift in brand favorability vs. control
49% lift in purchase intent vs. control
Brand sales growth accelerated to double digits in Q4 2015 vs. prior year
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