Peperami

-Fanimal World Cup-

Peperami sought to leverage the excitement surrounding the World Cup to enhance their on-pack promotion, offering consumers the chance to win a ‘Fanimal’—a football-themed, ranting animal toy—while driving sales. By utilizing Twitter as the primary channel, we strategically engaged with second-screen behavior, reacting to on-pitch and off-pitch events in real-time to connect with our millennial audience. Vine proved to be the perfect platform to showcase the toy, aligning with Peperami’s stop-motion legacy. I produced a series of Vines and illustrated tweets that humorously responded to events, giving the brand its signature, irreverent spin.

The campaign resulted in a 30% increase in sales during its run. Our Twitter feed achieved an impressive peak engagement rate of 39.2%, with an average engagement rate of 11% throughout the World Cup.

One of our reactionary posts became the fastest to go live at the time, thanks to the meticulous pre-planning and strategy behind the campaign. Assets were created in advance, allowing us to post content aligned with live events as they unfolded on the pitch.

The figurine was rigged and stop-motion animated by me, and I then completed the final compositing and masking in After Effects.