Where culture & youth meet
We launched a strategic campaign to celebrate its 30th anniversary, focused on its slogan “Culture by and for humans” with an innovative approach aimed especially at young people.
Our main achievement was to increase Fnac’s brand awareness and visibility as a brand that promotes the value of culture, its impact on society and the role of humans.
We implemented marketing strategies aimed at young audiences, including the brand’s entry into booming platforms such as Twitch, where we collaborated with some of the most influential content creators and special guest influencers.
At a time when technology and AI, that intelligence that creates songs, documents, poetry and everything we can imagine, becomes, little by little, creator of culture in our society.
From Playoffnations and Fnac, the leading company in Spain in the distribution of cultural and technological products, we have aligned ourselves to value this culture created by and for humans among new audiences. A campaign that fuses tradition with new entertainment formats and new drivers in the creation of content as prescribers.
TURNING TWITCH INTO A BOOK CLUB
We created a perfect combination, showing the cultural range that is consumed by young people, from their own perspective, addressing in a dynamic and fun way cultural aspects relevant to young people in the different programs.
Culture by and for humans: a first program where the importance of this in today’s society was addressed, and now, with the emergence of AI’s, Fnac seeks to delve deeper into what we humans have created.
Literature: a review of literature, its impact on different cultural contexts throughout history and, above all, today.
Manga and anime: all the influence of oriental culture that little by little has been making its way among young people to become one of the biggest trends.
Gaming: a gap to one of the biggest sectors of cultural impact among young people, in a society where it is the main leisure option among young people.
LibrosZ: literature is modernizing and adapting to changing tastes and new formats, creating success stories that engage all kinds of readers.
UNPRECEDENTED REACH
A campaign that generated strong engagement and conversation in the young community, achieving:
Broad visibility with 332,959 brand impacts.
Reach 136,579 unique users, with a 94.5% acceptance rate.
FNAC HAS ALREADY TAKEN THE LEAP
[…] We are working not only to pamper our current #customer, but also to approach younger #consumers whom we want to accompany in their #culture and #technology consumption journey. And for that, we have to be where they are and in the media they consume.
We are innovating in the way we approach new #targets and building #brand in a different way. Thanks Playoffnations and Marc Pérez Miralles.
*Taken from Sara Vega’s linkedin post.
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