12 million follow the Frappuccino on social channels. But we wanted to reach people in social places without an established Frappuccino presence. 

We briefed 26 creative influencers and asked them to #MakeSomeFun with Frappuccino. 90 pieces of original content were created, and the #MakeSomeFun campaign engaged 20 million new individuals.

And it was done without any paid media.