Driven speeds off with Vimto social media business

Vimto has appointed Driven to its social media account, previously handled by Lean Mean Fighting Machine.

Vimto: 2012 Lowrider ad by Driven
Vimto: 2012 Lowrider ad by Driven

Driven already works with Vimto on its advertising account and it is hoped that extending their relationship will align the brand’s social strategy more closely with its other marketing activity.

It is thought that Driven beat four other agencies to pick up the account in a competitive pitch process.

Driven’s "seriously mixed up fruit" ad campaign for Vimto has been credited with helping the soft drink almost double its sales in recent years.

Clare Pritchard, the brand manager at Vimto Soft Drinks, said: "We have an above-the-line campaign that’s loved by teens. It’s had over three million interactions on YouTube and helped our Facebook community grow to over 350,000 fans.

"As we’ll be investing in a significant TV and digital push soon, we want to ensure things are optimised socially. Driven’s plan to deliver this showed a deep understanding of what teens look for in social channels and how Vimto could show its unique personality.

"We can’t wait to see how it all comes to life."  

LMFM started working with Vimto last year, after deciding to expand its use of digital.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Making media fun again: why we must free our industry from outdated models
Shares0
Share

1 Making media fun again: why we must free our industry from outdated models

The industry needs an audience-first media revolution that balances brand and outcomes, writes Mindshare's global chief executive.

Just published

More