Small Budget Marketing Campaign

The Shortlist
CAMPAIGN
Ice Breakers
AGENCY
Wunderman Shanghai
CLIENT
The Hersheys Company
BRAND
Ice Breakers
DETAILS
The ICE BREAKERS O2O campaign launched a mobile game on WeChat in late September 2014, aiming at converting online awareness to offline in-store purchase and encouraged product trial. Users who played the game could get an e-coupon to redeem for ICE BREAKERS at over 1,900 Watsons stores in China. In a 3-week time frame and with a paid exposure of less than 50,000 RMB on 6x WeChat iWOM (i.e. building internet word-of-mouth) together with ICE BREAKERS and Watsons store’s owned social media platforms (Sina Weibo and WeChat), sales of ICE BREAKERS at Watsons stores increased by 90+% during the campaign period vs. that of the same period compared with the past 3 months.
CAMPAIGN
Eleva Sense Can: How An Unnoticed Can Became The Most Effective Promotional Tool
AGENCY
Abbott Trading (Shanghai) Co. Ltd
CLIENT
Abbott Trading (Shanghai) Co. Ltd
BRAND
Eleva
DETAILS
This is a story of “David and Goliath” in China milk powder market. 
 
The battle was happening in DEC 2014, an absolute boom season for sales. During that period, we were facing the most aggressive competitive situation of the entire year: competitors either had lots of discounts or offered various kinds of promotional packages… They would spend really a lot to ensure they can meet their sales target by the year end.
 
Despite the limited promotion budget, Eleva was still able to break the sales record in 2014 DEC. We didn’t rely on price discount or give away expensive gifts. What we have done is to focus on something that all baby can’t live without, but hardly be noticed: the milk powder can. 
 
From Abbott Eleva’s perspective, the milk powder can was not just a container of baby’s nourishments; it has a chance to become the best media to deliver Eleva’s unique brand experiences. Inspired by the brand positioning of  “sense the magic of growing up”, we developed a toolkit around the unnoticed milk powder can - the Sense Can Toolkit. With this toolkit, mom can play with baby to DIY the normal can into a creative work! We also used digital + social media to promote the toolkit, more and more moms can have a new way to enjoy their warmest family moment in this winter season.
 
The Sense Can campaign helped us achieving a record-breaking sales result: with only 1.5% of the full year communication & promotion budget, we amazingly achieved a sales volume forming up 16% of the full year sales in one month! 
In the December of 2014, Abbott Eleva sold out 443,448 cans of milk powder, gained total sales of 73,563,000 RMB, which was 15% higher than our target sales; +4% monthly growth rate was almost double the average growth rate of the market segment. The campaign was so successful that the effectiveness has lasted till next January, helped Eleva to achieve a even higher sales volume of 78,443,000 RMB which was 7% higher than last month. Due to the success of sales, Eleva has surpassed Beingmate and Nestle to become NO.3 in the market. [Source: AC Nielsen Retail Audit 2014]
 
More importantly, Sense Can has helped millions of moms to enjoy a different and unique moment with their babies to sense the magic of growing up. And all of those, only started with an unnoticed milk powder can.
 
CAMPAIGN
I Hate Thailand
AGENCY
The Leo Burnett Group Thailand
CLIENT
Tourism Authority of Thailand
BRAND
Tourism Authority of Thailand
DETAILS
An unbranded and uncredited video online, titled “I hate Thailand” was released, using a ‘counter-intuitive’ strategy in order to put Thailand back into the spotlight in tourism industry.  
 
Faced with falling numbers in repeat visitors over the past few years and strong competition from other markets in the region, Thailand needed to remind visitors of what made them fall in love with the country beyond the famous sights and attractions. The studies show that the one thing that Thailand has always stand head and shoulders above its keenest competitors is its hospitality and excellent service. And at the heart of this is the uniqueness of the Thai people and their way of life that makes visitors’ experience to Thailand ‘amazing’ and memorable. 
 
“I hate Thailand” tapped into this insight to reinforce what makes Thailand special and remind visitors of their unique Thai experience. The interest and attention it drew as a standalone unbranded film amplified its key messages following its reveal as a piece of Tourism Authority of Thailand’s content.
 
With the media investment of only 30,000 USD, the video gained over 1 million views within 3 days and could capture media’s attention around the world. TAT gained more than 150 earned publications worldwide, and gained over 235 million impressions in USA alone. *
 
The campaign also succeeded in calling more international tourist arrivals. In January 2015, Thailand welcomed a total of 2.65 million foreign tourists and generated about 120 billion Baht in revenue, representing a year-on-year increase of 15.9% and 12.7%, respectively. It’s the fourth straight month on the rise.**
 
*Agency research
**Statistics of international tourist arrivals, Ministry of Tourism and Sports
 
CAMPAIGN
My Beautiful Woman
AGENCY
CJ Worx
CLIENT
I.C.C. International Public Company Limited
BRAND
Thai Wacoal
DETAILS
Female showing-off too much skin can be offensive in Thai Culture. So, Wacoal wants to create a corporate brand campaign to build emotional connection with the target. Without a huge media budget for a corporate brand campaign in consumer media, viral content marketing combined with social media was the best way to engage the target.
CAMPAIGN
OMO - The Big Sale
AGENCY
Lowe Vietnam
CLIENT
Unilever Vietnam
BRAND
OMO MATIC
DETAILS
HOW CLOTHING LABELS HELPED SELL LIQUID DETERGENT?
Imagine having an I-phone and using it just to make calls. Now, imagine someone telling you to download a design app for the phone & pay 16.99 US$ for it. Obviously, you don’t care for this app or any app for that matter.
 
We had a similar problem with women in Ho Chi Minh City. 40% of all washing machine users are in this city – yet they didn’t use OMO MATIC – a washing machine specialist. And there was nothing wrong with the product. 
 
The fact was that women didn’t know how to use their washing machines. They didn’t read the boring manual that comes with it. So, OMO MATIC just didn’t make the cut. And these women continued using powder detergent.
 
THIS IS A CASE OF HOW OMO MATIC INCENTIVIZED EDUCATION IN A MANNER – WOMEN WANT IT!
 
INTRODUCING OMO MATIC BIG SALE – A UNIQUE SPACE DISCOUNT GENERATOR
Women could unlock discounts up to 80% on top fashion brands, ONLY if they knew how to take care of the fabric in a washing machine. All the clothes came with unique tags / symbols that needed to be decoded. 
 
We invited 1000 women – 6000 turned up
Calls to the OMO MATIC hotline jumped by 300%
Conversion rate went up to 59% post just 1 event in Ho Chi Minh City
 
(Source: Client data)
 
CAMPAIGN
Pitch Purrfect
AGENCY
BBDO Malaysia
CLIENT
MARS Foods Malaysia
BRAND
Sheba
DETAILS
Sheba’s Pitch Purrfect, was an experiment in social story-telling that worked. The very first Facebook soap opera that involved fans in the real-time love story of two protagonists brought together by a Sheba-loving cat. Uniquely brought life via the two individual Facebook pages of our would-be lovers and collated on the Sheba Facebook page, this was a Facebook campaign unlike any other Sheba campaign before, or any other Facebook campaign in general for that matter. 
 
For a brand with a great international story but suffering local insignificance in Malaysia due to small budgets, changing the approach to its use of Facebook proved necessary. Bucking the trend in competition campaigns that most small budgets would seem to allow, a creative exception created much needed awareness and got the right people talking. Malaysians could now see Sheba as the glamorous brand it was supposed to be and the right Malaysians were now getting involved.
 
CAMPAIGN
The Waterless Project
AGENCY
BBDO Malaysia
CLIENT
Levi Strauss (M) Sdn Bhd
BRAND
Levi's
DETAILS
An aging premium jeans label seeking relevance with a new generation of youth consumers; the onslaught of newcomer jean labels; a global brand attempt at driving distinction with sustainability but with meagre budgets to work with in Malaysia, The Levi’s Waterless Project was the simple answer to a myriad of challenges…
 
By pinpointing the right nerve in sustainability in the context of water conservation during the height of water shortages in Malaysia and leveraging a specific Levi’s product line whose DNA was anchored in water conservation (used 96% less water to produce), we had both a cause and product worth shouting about. Not only that, by challenging people to share the same sustainability values of the product and produce a bill that proved they had saved water compared to their last bill in return for a saving on Levi’s jeans, allowed people to be a part of the conversation whilst driving real footfall and value for Levi’s in Malaysia.
 
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