Case Study: Fanta Guaraná achieves 2.6M coupon distribution and 46% redemption with Facebook Messenger

Encouraging people to try a new soft drink with a bot for Messenger

Fanta Brazil launched a new guaraná flavor and needed to build awareness and purchase intent among a young audience. The challenge was to drive trial for an unfamiliar flavor in a digital-first way and convert awareness into store visits at participating McDonald’s outlets.

Fanta used Facebook and Instagram video ads plus influencer content to drive click-to-Messenger conversations with a bot called “Fanta Guaraná, Send More,” which distributed redeemable coupons and encouraged sharing and re-engagement via sponsored messages. The campaign (July–Sept 2017) generated 2.6 million coupons via Messenger, achieved a 46% redemption rate, and lifted ad recall by 17 points and campaign recognition by 7 points.

Fanta Guarana

Diego Oliveira

Senior Communication Manager