Bronze
CAMPAIGN
Hairtag Project
AGENCY
BBDO and Proximity Thailand
CLIENT
The Lounge Hair Salon
BRAND
The Lounge Hair Salon
DETAILS
In Thailand, every year over 1,000 women lose their hair from undergoing chemotherapy for cancer treatment. For women, losing hair is like losing their femininity. Due to low supply of hair donations for wigs, and the real hair wigs available are typically too expensive for the average patient to afford, The Lounge Hair Salon wanted to help. Their aim was to empower people to feel that each individual can make a difference in order to increase the number of donations to help cancer patients.

Instead of using dramatic stories or deep sympathy approach to call for attention like other campaigns, we used a light-hearted and positive approach that people can easily relate to and enjoy. ‘HairTag Project’ is the world’s first Instagram campaign activated by the ‘Tag People’ function to reach out the message to women and men in Thailand to raise awareness of the issue and call to action for them to donate their hair for cancer patients. The campaign has successfully obtained 3,400,000 impressions worldwide. Within 1 month, 600 kilograms of hair were donated to make 3,000 wigs.
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
Win Richard's Points
AGENCY
Clemenger BBDO
CLIENT
Virgin Australia
BRAND
Velocity Frequent Flyer
DETAILS
The world of social media is littered with campaigns that failed to deliver any return.  This case study is in stark contrast: it shows how Velocity delivered a Twitter-driven acquisition campaign that paid back in spades and generated our best new membership numbers for 3 years all for a measly investment of AU$8,000. Not only did it generate extraordinary ROI but, more broadly, it serves as important evidence that you can make social pay.
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