designing a youth centred influencer campaign in Cyprus
KEAN, a Cyprus-based fruit and soft drinks manufacturer, has created a new campaign called ‘I Want What I Want Whenever I Want It’. The campaign was mainly targeted at the younger audience in Cyprus – an audience that scrolls at lightning speed and is already over-saturated with online content. This required its own approach featuring various elements to sustain engagement levels. Action Cyprus got to work on an inventive campaign, with authenticity and fun being at the centre of it all. With that in mind, they devised a campaign that they were confident would work, featuring virtual games with prizes that gained massive youth appeal. They included a creative TikTok dance challenge that had the audience copy a dance set, and a branded AR Filter on Instagram where users had to guess the correct acronyms appearing on their mobile screens. From there, seven top influencers were recruited to dial up the excitement on their respective social media accounts.