• Together with popular YouTube stars, Keyyo and Daniel, we launched #bananpartiet.

• Keyyo started with a 4-minute video manifesto, speaking of the importance of Fairtrade-certified bananas and declaring that Stockholm needed to its Fairtrade status.

• Daniel produced the campaign song/video.

• We arranged a rally where we gathered fans to talk about Fairtrade, eat Ben & Jerry’s, take fan pics and hear the campaign song.

• We started an Instagram-based petition for the Fairtrade certification with the requirement to take a selfie with a Fairtrade product hashtagging it. #bananpartiet. Selected Instagram profiles seeded the campaign.

• All content was supported by paid Facebook reach.

Did the Swedish youth go bananas for Fairtrade?

• For the “Make Stockholm Fairtrade certified” petition, we collected 11 times more Instagram posts with our hashtag than our estimate.

• The Stockholm politician who received the petition at the city hall promised to proceed with the Fairtrade certification.

• And our Instagram following increased by 500%.

And last but not least, even the sales went bananas!

• Ben & Jerry’s sold 300% more than forecasted and had a sales growth of 18.2% compared to October last year.

• All in all, our campaign period was the best month in the history of Ben & Jerry’s!