The Campaign

The Faketionary is your friendly neighbourhood dictionary that would help you identify and name the different types of fake people that you end up coming across in day to day life. You might not have been able to put a name to these fake people and that's how the Faketionary helped. It helped our consumers identify fakes such as: 1) The HashHo: A person who uses way too many hashtags in all posts that they push out 2) Lollypop: A person who "LOLs" at anything Fastrack helped identify these different fakes that would be relatable to our consumers. These are the people they would come across in the gym, at college or even at a music festival. The Faketionary would allow you to identify fakes or add to it if there was a fake you have identified and want the rest of the world to know about!

Creative Execution

The Faketionary being our main asset, we went live with a website containing a basic list of stereotype fakes one might encounter online. The intention was to allow our followers to use this as a taunt to their friends who fake it on their profiles. We created illustrated stickers, made alive with animation, of characters that are based on the stereotypes of the most basic fakers online. The Gainzo, The HashHo, The Lolly Pop and many more to begin with, we gave people a fun way to tag their friends with these references. And if they couldn’t find a fake that suited someone they knew, we let them add their own to The Faketionary. We allowed users to create their own word on the website to help grow the Faketionary!

The Faketionary turned out to be a raging success judging by the numbers we achieved. It received over 155,152 unique sessions through which we saw 1442 words shared, 2287 friends tagged, and over 1650 words created by our fans. On social we saw 55.5 Million impressions on our Facebook content overall, 900K engagements across platforms and 3.1 million views on the Shut The Fake Up campaign video. Our Youtube collaboration with Jordindian received 2.6 million views and counting, 3814 comments and 2416 shares with over 14K engagements. And with that we can safely say that it was our most successful campaign of the last year!

Fastrack went about creating a campaign which helped amplify the idea of the Faketionary. This was done through a microsite showcasing the fakes. Each of these fakes were showcased with an animated illustration of the Fake, the definition and a sound clip showcasing how to pronounce the word. Visitors of the site had the chance to share these characters with their friends on Facebook/Twitter and tag the friends that the particular fakes reminded them of. Visitors coming into the site also had the opportunity to help add to the Faketionary and help people identify more fakes. The users had an option to give a quirky name to their newly christened fake, a definition and upload an audio clip showcasing how to pronounce the fake.