Landing - Promotions - Social Media
Digital activation
During the summer of 2022, I led the development of the brand new Burmar Flax digital strategy and creative campaign. This was the brand’s first foray into the digital realm, motivated by a commercial agreement with Phoskitos whereby a Burmar Flax product was given away with the purchase of two Phoskitos products.
This served to reintroduce Burmar Flax to teenagers, taking advantage of Phoskitos’ engagement with this target audience
videos to encourage participation at every stage of the competition
Social Media Campaing
The objective of this social advertising campaign was to encourage Generation Z children to get involved in promotions and spend time with the brand
Client
Burmar
Date
2022
My Role
I designed and implemented the interactive contest; developed an Instagram and TikTok content plan that aligned with youth trends, Generation Z codes and the brand’s vintage aesthetic; and designed a WordPress landing
Burmar is an Extremaduran family business that invented the Flax and Zumrok water bottles.
The name of its most legendary product, Flax, was inspired by the comic book superhero Flash Gordon. This is why the logo features a superhero. For this campaign, the superhero has been updated with a more modern design and a female superhero has been added to broaden the target audience
The key
Gamified promotions
A series of fun, playful, game-based promotions were carried out and personalised with Burmar Flax to encourage children to engage with the brand.
The competitive and skilful nature of gaming was used to increase audience engagement with the brand and align it with our claim: ‘You have the strength, we have the flavour’.
The competitions increased the amount of time that participants spent engaging with the brand, turning them into repeat users.
Attractive prizes and rewards were offered at the end of the game, such as an iPad, an electric scooter or a PS5
Landing
The landing page is aimed at a young audience: children and teenagers
The goal is to encourage these users to not only make purchases, but also to participate, share, and generate content and discourse about the brand through games, challenges, and online activities.
The language used is fresh and dynamic, appealing to a sense of fun and adventure, and offering rewards.
The proposed slogan, ‘You have the strength, we have the flavour’, empowered young people
In social media content, superheroes encouraged teenagers to discover and showcase their best qualities.
Examples of the endless possibilities on which content was generated include mental agility, humour, photographic memory and concentration.
I created the superheroine animation using Adobe Character Animator.
Gamified promotions
A jigsaw puzzle, Candy Crush and a matching game
I launched three games through the Easypromos platform with the aim of encouraging users to engage with the brand. These were a personalised puzzle featuring a Burmar Flax image, a Candy Crush-style game showcasing Burmar Flax flavours, and a matching game with cards displaying the brand’s products and designs.
We received approximately 2,000 entries for each game.
Legal considerations for minors
In accordance with the legal framework of the GDPR and the special protection of minors, we had the support and supervision of a law firm specialising in digital law for the drafting of the legal bases and the authorisation document for the legal guardians of the participating minors.
Thus, a commercial agreement with Phoskitos led to the digital launch of Burmar Flax, supported by key print materials, such as the coupon with promotional details included in the packaging.
