PR > Culture & Context

FACING A HATER CASE

SANTO, Buenos Aires / COCA-COLA / 2019

Awards:

Shortlisted Cannes Lions
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Case Film
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Overview

Credits

Overview

Why is this work relevant for PR?

Because the film addresses a social issue in a compelling storytelling, that became a topic of conversation on different media channels around the world.

Background

IN THE ERA OF SELF-EXPRESSION, OVERSHARING, OVER-EXPOSURE,

AND OVERFLOW OF OPINIONS, HATERS COMMENT. HATERS HATE.

HATERS HURT.

And teenagers are the most affected group, sometimes suffering from depression or even tragic endings.

BRIEF: To become a badge brand for GEN Z by BEING CULTURALLY RELEVANT.

OBJECTIVE: Increase brand awareness and boost transactions.

Describe the creative idea

Sprite, as one of Gen Z’s closest brands, got involved in the conversation by giving teens a new speech, and new tools to act against the aggression, under the concept: “It’s haters season. Stay fresh.” in a campaign called #ILOVEYOUHATER.

Describe the PR strategy

With no media budget, our idea needed to use media strategically in order to amplify the conversation and drive measurable results for the campaign. Based on a strong and relevant data insight for our target audience, we relied on word of mouth and organic shares across different media platforms to create the scalability of our message.

And that’s exactly what happened…

We conducted a social experiment putting a real hater and his victims face to face, and documented it in a 3min video that we distributed across social platforms. In just a few days, the film was featured organically on more than 30 TV news programs around the world and more than 2,000 articles were written about it.

Describe the PR execution

We conducted a social experiment with a real hater.

In order to find the person, we created a custom machine-learning algorithm which allowed us to analyze the Twitter conversations of millions of Sprite´s followers.

We trained the algorithm to classify tweets as either offensive or non-offensive - differentiating the haters from the non-haters.

Then, we applied natural language-understanding techniques to our database of haters, identifying five relevant topics of aggression.

The result: A guy who attacked 565 people with more than 1,000 tweets over the last year. His Twitter handle: @AguanteElCofler.

We contacted him and 100 of his victims and put them face to face in a social experiment.

We documented it in a 3min film and distributed it across social media channels.

List the results

+30MM TWITTER ORGANIC REACH

+20MM EARNED MEDIA

#1 TRENDING TOPIC

0 MEDIA INVESTMENT

“Watch this for heart refill”, Sarah Silverman.

“Sprite puts a hater in front of their victims”, Rachel Sheherazade.

“Sprite’s terrific campaign”, B.L. Ochman.

“Incredible campaign”, Raissa Chaddad.

“Hatred can be avoided ”, Manuela Dalvia

“Sprite attack haters with love”, Edith Brou.

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

The teenage years are a transitional period characterized as being volatile both emotionally and physically. Core personality traits such as thoughts, feelings and behaviors are defined by our experiences. By who we talk to, what we read, and how we´re treated. Spending up to nine hours a day on social media, teenagers are exposed to an occasionally hostile environment and are susceptible to adopting bullying behaviors or becoming the victim of a bully.

We wanted to engage with Sprite´s teenage target audience by being relevant and creating a one-of-a-kind experience

We conducted a social experiment putting a real hater face to face with his victims.

We filmed the encounter and distributed the 3-min video across social media channels.

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