7 Billion Impressions Without Paid Media: Fanta’s Halloween Strategy: Ibrahim Khan, Global VP of Marketing at Fanta
Halloween is no longer just a seasonal celebration. For brands, it can become a powerful cultural platform for building relevance, generating engagement, and creating long-term brand assets.
In this episode of Adspeak by ADWEEK, Rebecca Stewart sits down with Ibrahim Khan, Global Vice President of Marketing at Fanta, to explore how Fanta turned Halloween into a global brand moment and generated more than 7 billion impressions through fan-generated content without paid media spend.
The conversation explores how Fanta identified an opportunity to build ownership around Halloween, harnessed…
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