Fa Dream - Do NGN agency
Task
Situation: Fa brand is #3 in the category shower-gel with 10% market share and 14% Share of voice. Fa brand has been in the Ukrainian market for more than 20 years. The customers do not perceive the brand as a modern one, while highest frequency of use is observed in the 16-25 yo. For a long time, Fa was represented only by adaptation of international communication. Challenge: To win hearts of millennials in low loyalty category “antiperspirants and shower gels” during high season and endless p
Ideas and solutions
Idea: FA invokes not only to dream, but also to act to embody your wishes. Execution: We refused to adapt global creativity and created ukrainian campaign, with slogan "Dream every day, act every minute". Fa motivated users not just to dream, but to constantly act on the embodiment of their desires. During campaign opinion leaders shared stories in social networks, how they had made their dreams come true. Users could create their own "wish map" on the website, by chosen dreams from many categories. This dream-map could be shared in social networks, installed on the desktop or printed. For winners Fa helped to realize they dreams. Results: 3 min - average time on site users from Facebook. Plan was to reach + 0.3% value share growth in the female segment of shower gels. We got 2%, exceeded plan by 6 times. Which became the historical peak for the entire existence of FA brand in Ukraine
