Bring back to life a 90´s cultural icon, Raspatito Ice Cream.
Do you remember the 90’s? They were a time of simple joys: Walkman´s everywhere playing music, No Smartphones, Nintendo was the king with Mario Bros or the first GameBoy color appears, had your virtual pet with tamagotchis, that was a good time, huh? Everybody tries to re-live this nostalgic kind of happiness or feelings, Mexicans even more, because they evoke our family and childhood memories.
Unilever decided re-launch Raspatito, a flavored Ice positioned like one of the most popular ice-cream brand around 90s.
Big problem comes to us, the budget planned was the lowest for Unilever launch in history,
In history, we had only 1% of the share of investment of the category¨. Also after 20 years without market presence to enter again into the ice cream market, was not an easy task. And since time has passed, our pricespoint is now double what people had in their memories.
In 2017, 29% of Mexicans are under 10-24 years old, which was our target selection according to the rules of ice-cream marketing, this target was not enough, we needed to impact those kids that grew up with Raspatito 20 years ago, which are 35% of the population and Mexico is an a emotional Country, we love sharing feelings and memories.
The acceptance of the product from actual children is another challenge to overcome, they can´t connect it with old memories, they need to be re-engaged under the influence of someone.
Since our budget was extremely tight, we had to go 100% on digital.
We knew that to achieve our goal and gain share of hearts and minds, we needed to build demand within a community crazy for nostalgia, demanding a “Raspatito comeback” and at the same time amplify this noise to reach our other target and at the same time exploiting the advantage that programmatic technologies provide us.
We defined clear goals to achieve.
• A community that demands the return of RASPATITO.
• Connect the Brand with messages than impact directly on memories and emotions.
• Impact children’s that never heard about the brand and haven´t tried it.
• Boost Organic content around the Raspatito experience.
Through data and research we allocate 70% of our budget in influencers marketing to make a breakthroughin a different way because traditional influencers had lost relevance
To do all that, we created an organic petition and a sophisticated programmatic campaign, to ensure maximum impact and maximum credibility.
We started an organic petition in the famous site Change.org and shared organically into Social Media accounts with the Hashtag #QueRegreseRaspatito (#RaspatitoComeBack).
The petition drawed the support of thousands of Mexicans sharing on their Social Media.
Websites and newspapers noticed the petition and invited people to sign #RaspatitoComeBack into Change.Org. We took an advantage on this viralization content making 2nd party deals to collect those users.
We established a first-of-its-kind global partnership with VoxFeed platform where Influencers run programmatically in a Real-Time MarketPlace allowing data inputs, in macro/micro level, finding real and famous people that could share our message, making different content and creating greater closeness among their friends in social networks, allowing us to have real people communicating our brand at scale, the content gets more relevance because all of them are different.
We crossed the influencers Data and Raspatito demographics, separating the influencer’s selection in two: 90s and Youngers.
Two weeks after, Unilever communicated “Raspatito would come back” and then created a Raspatito FanPage.
Thousands of people shared the news #RaspatitoRegresó turning it into an organic trending topic. Memes, videos, posts was created around it, “Raspatito came back”, people thanked Unilever to bring good news, after one of the worst earthquakes in Mexico history “during this chaotic times, thanks to remember my childhood”.
People were incentivized to show their experience tasting Raspatito in our programmatic marketplace, then connecting Dynamic creativity technologies with the content created, making thousands of display banners with different nostalgic messages, targeting according behavior, interest and location too ensure that we had the best of both worlds: awareness from our influencers and relevance from our programmatic messaging.