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Gold
Campaign Title

Kindle Voyage: Re-Igniting a Love for Reading in China
Client

Amazon
Agency

Weber Shandwick

While reading is a pastime shared by many people in China, sales of e-Reader devices never really took off. Most readers preferred paper books, and as far as reading electronically was concerned, mobiles and tablets worked just fine. This was partly down to Amazon prematurely promoting e-reading before it was authorised to sell the Kindle in China in 2012. As Amazon prepared to unveil its most advanced e-Reader device yet – the Kindle Voyage – the challenge was to wean Chinese readers off their mobile phones and tablets, and convince paper book readers to adopt a new reading device. While shifting units was paramount for the brand, it was equally crucial for Amazon that the Kindle Voyage makes an impact on China’s dynamic social media landscape, given that the target audience are highly active on platforms such as Weibo and WeChat. It challenged its agency to generate 70 million social media impressions, 5,000 online discussions and 10,000 engagements for Kindle Voyage online to drive awareness and sales. The big idea was to encourage deep readers to share their passion for reading more widely in the digital space. The agency identified seven influential personalities in the fields of literature, publishing, travel, music and fashion and collaborated with them to engage their followers in discussions about reading habits in China. The online conversations about reading set the stage for Amazon to offer inspiration for people to reimagine the way the pastime is enjoyed. Through teaser and campaign videos featuring some of China’s most influential key opinion leaders, the brand showed reading in a brand new light, and it encouraged consumers to post their own stories. Within just a few months following its launch, all units of the Kindle Voyage were completely sold out across China.

 

Gold
Campaign Title

Vinacafé - The Cup of Love
Client

Masan Consumer
Agency

Redder Advertising

Vinacafe, the first soluable coffee brand in Vietnam set up in 1968, was losing relevance with young consumers, who considered it old and out of date. Vinacafé, however, saw an opportunity to reinvent its image during Tet. The festival is a time when all generations reunite. It’s also a time for giving coffee as a celebratory gift. The brand faced competition from newcomers to the market, such as Coca-Cola, Pepsi, Omo and Nestle. Its goal was to be top of mind during the Tet festival, and to own the moment and drive sales amongst both young and old consumers. It decided to spend 70 per cent of its budget on social media to establish the ritual of giving Vinacafé as an expression of love. It developed the creative idea of ‘The cup of love’ — a set of cups featuring endearing yet cool love expressions, which were randomly packed with Vinacafé product to form a Vinacafé Tet hamper. This became a way for young consumers to appreciate their parents and to help them overcome the awkwardness associated with expressing their feelings. A PR campaign ran across key social networks (Facebook, YouTube) and across others online news, and print, TV, trade and OOH. It also featured 14 social influencers as the voice of the campaign. The piece became the number one branded content viewed piece on Youtube, with over 8 million views. Moreover, 500,000 Vinacafé Tet Gift Packs were sold as part of the campaign.

 

Silver
Campaign Title

Ted Baker Holiday Social Media Campaign – China
Client

Ted Baker
Agency

Red Bridge Communications

Ted Baker entered China in 2012, relying on word-of-mouth endorsement to convey its British heritage, quality and quirky style to Chinese consumers. With a positioning that is neither luxury nor high street and where the brand’s humour was often lost in translation, the brand faced a marketing challenge. Ted challenged its agency to make it the talk of the town during the Christmas and Chinese New Year holiday period. It needed to remain true to its character, humour and style - with no media budget. The objective was to increase Ted Baker’s share of voice on WeChat and Weibo during the holiday season and create interest in the brand’s holiday-inspired products and collection. It needed to articulate the Ted Baker brand personality in a tone that resonates with core Chinese consumers, yet stay true to its British heritage and brand values. It also had to drive traffic and sales during peak buying period. The campaing positioned Ted as the authoritative voice on party styling and etiquette through a KOL-led social campaign that reinforced the message ‘There is a Ted is for everyone, at every occasion’. It launched the campaign with #ArriveLikeTed, and co-produced a newly formed influencer group call Tran. As well on Ted’s social media platforms, the social channels of influencer groups were used. For Chinese New Year, it created ‘Throwback with Ted’, an interactive site that encouraged consumers to kickstart the lunar new year with their most cherished photo moments from past celebrations, and reminiscent about past fashion styles. As a result, retail sales during Christmas and New Year period in 2014 increased by 95 per cent in comparison to the same period the previous year.