Wrigley’s 5 What’s Next?

Building a culture of cool around Wrigley’s 5 Gum.

Summary.

Partnering with London experiential agency Amplify, we were tasked with delivering a digital strategy and platform to help launch three new flavours of ‘5 Gum’ for Wrigley.

Through the resulting “What’s Next?” campaign we developed a Facebook app and supporting website that promoted three live events, featuring some of the UK’s hottest music talent.

Facebook Fans increased by over 110,000 in just four weeks & all three events were a huge success.

Brief.

Our key objectives for this project were:

  • Create a multi-channel platform for desktop, mobile, tablet and Facebook
  • Maximise exposure of the events above and beyond attendees
  • Increase ‘likes’ and amplify conversation and awareness of 5 Gum
  • Position 5 Gum as a lifestyle choice, and support drive to purchase.
 

Insight.

Three communication phases for three key audiences!

Audience.

16–24 year old young status seekers always want to be the first to know about “the next cool thing” – our campaign needs to move Wrigley’s 5 Gum into this headspace.

Channel.

This audience lives on Facebook and using this as the platform for dialogue with the consumer opens up opportunity for ongoing conversation during and post campaign.

Amplification.

Amplifying the newly found cool of Wrigley’s 5 Gum’s association with credible music talent online will cement Wrigley’s 5 as our target audience’s gum of choice.

 

User Experience.

Encouraging users to interact before, during & after the events.

The phased approach of the campaign meant we needed to create an experience that encouraged users to interact before, during and after the events. We developed a content strategy around this and designed the facebook platform to present two modes for each event:

 

Creative.

Crafting interface design and imagery you can taste.

We developed a visual identity for the campaign that epitomised the atmosphere of dimly lit nightclubs and heaving dance floors that made Wrigley’s 5 Gum feel right at home in this environment, and an integral part of this exciting youth scene.

 

Technology.

Create once, publish everywhere.

We created a bespoke CMS solution that allowed us to manage the entire campaign via one central admin area. Content could be entered and then published to the Facebook app, website and mobile platforms at varying times.

Results.

We leveraged events attended by hundreds to reach hundreds of thousands online.

+100K

Facebook Likes were increased by over 110,000 in the first four weeks.

2.4m

At the campaign’s height the Wrigley’s 5 Gum UK Facebook page had a weekly reach of 2.4 million.

335k

The Facebook fan base reached 335,000 by the end of the campaign.