We needed to drive fast awareness for new Airborne's forms and flavors. We went to Facebook to reach our target audience quickly. We wanted authentic creative that would feel at home in the Facebook News Feed, without appearing too ad-like. So drawing on the brand's grassroots, word-of-mouth origins we looked to develop creative that was unique to the brand, without being heavily branded. We wanted the creative to feel like it came from our consumers rather than from the brand. We found undiscovered artists and asked them to create short format videos that celebrated the forms. We then launched the creative with a media investment in the Facebook News Feed. We reached a large audience in a short amount of time, and saw high levels of engagement. Gummies is now Airborne's fastest growing product.

We found artists on social media, from art schools and artist forums, and through word of mouth. We paired each artist with the form that we believed would best compliment their style. For instance, for Gummies we chose an artist whose simple black-and-white cell animation would allow the colorful, appealing gummies to shine through. We worked with the artists to design, edit and score the videos, but took a hands-off approach, allowing the artists' talent and imagination to be the star. This approach fit with brand's grassroots origin. Airborne was created by a school teacher, and it's early success was mostly build on word of mouth. These intrinsic, crafted origins are still very much part of the brand's identity today. And allowing this to triumph in the creative made it fit perfectly in the organic, sharing culture of the Facebook News Feed. Each video took about a week to complete.

We reached 31 million users in just 1 week. That's the equivalent of half of our core target that tuned into the SuperBowl - at about 5% of the cost. We saw three-quarters of a million interactions, with a click-through rate that was 7 times our average. Over half a million users tried Airborne Gummies for the first time, taking the product from zero to 18% of the Airborne portfolio in just 6 months. Gummies is now Airborne's fastest-growing product, with a 42% rate of repeated purchase.