Sprite's "Born to RFRSH" Campaign
Client
Sprite (via Findasense)
Industry
FMCG / Beverage
Year
2016
Role
CX Strategy Specialist & Digital Marketing Strategist
Context
Sprite launched its "Born to RFRSH" platform across Latin America, celebrating young people's ability to reinvent everyday experiences. In Peru, the challenge was to transform a global campaign concept into something that felt relevant, authentic, and shareable among local millennials. The objective extended beyond awareness. The campaign needed to help consumers understand, adopt, and participate in the concept.
Objective
Increase understanding of the "Born to RFRSH" platform. Drive engagement with the campaign concept. Build participation among Sprite's digital community. Create advocacy through influencers and superfans.
My Contribution
Adapted the global platform for the Peruvian audience. Developed culturally relevant content using the community's language and communication codes. Identified influencers and community advocates. Proposed and developed influencer-led campaign concepts. Selected influencers based on audience fit, authenticity, and tone of voice. Oversaw content development and audience targeting. Designed post-campaign engagement activities to sustain participation.
Process
Analysis of audience behavior and community interactions. Development of social content aligned with Sprite's tone. Creation of memes, hashtags, and social assets. Identification and activation of influencers and superfans. Development of influencer campaign concepts. Community engagement activities. Ongoing content optimization and audience management.
Key Insights
Millennials responded more positively to peer-generated content than brand-generated content. Influencers could communicate using cultural codes that brands could not naturally adopt. Participation increased when audiences could reinterpret the concept in their own way. Authenticity mattered more than celebrity status. Community members were more likely to engage when they saw creators they already trusted embracing the platform.
Outcomes
Influencer campaign generated 3.4 million views. Generated 1.5 million likes. 24% of total reach was organic. Increased engagement with the "Born to RFRSH" platform. Strengthened participation among Sprite's digital community.
Key Learnings
Cultural relevance is often more important than message repetition. Influencers are most effective when they interpret a concept rather than simply promote it. Community advocacy can extend campaign impact beyond paid media. Global brand platforms become stronger when adapted to local communication styles.
Strategic Approach
I adapted the campaign to the local audience by combining culturally relevant content, community engagement, and influencer participation. Using the language and communication codes commonly used by millennials, I developed memes, hashtags, and social content that made the concept easier to understand and share. Based on the insight that audiences trusted peer-generated content more than brand-generated content, I identified influencers and superfans who could bring the platform to life in a more authentic way and encourage broader participation.
Strategy
The strategy focused on transforming "Born to RFRSH" from a brand message into a participatory cultural concept. Rather than relying exclusively on branded content, the campaign empowered influencers and community members to reinterpret the idea through their own voice and experiences. One example was #SwitchConRfrsh, a campaign concept I developed in which two popular Peruvian creators, Ariana Bolo Arce and Franda, swapped content styles and audiences for a week. This approach allowed the campaign platform to be expressed through familiar creators while preserving authenticity and relevance.