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Best Use of Social Media

Campaign Title

Take A Shower and Stay Up Late

Procter & Gamble

Seed United

 In China, seniors think that the ‘post-’90s’ generation (those who were born after 1990) easily give up when facing challenges in the workplace, and even tell them to ‘Xi xi shui’ (take a shower and go to sleep)—a pun to indicate Chinese shower habits, as well as an ironic slang of telling someone to stop messing around. The post-’90s are labelled as ‘unreliable’ in their early career.

Seed United launched the social movement ‘Xi xi bu shui’—take a shower and stay up late, to encourage post-’90s to wash off labels and take one shower to refresh themselves.

The campaign leveraged China popular digital channels to spread social discussion, starting with the launch of a viral video, ‘Should post-’90s take a shower and go to sleep’, which triggered discussion. In the next step, post-’90s KOLs shared their own stories and real thoughts in the workplace. In addition, Liu Tong, post-90s’ role model, gave inspirational campus speech, encouraging graduates to face coming workplace challenges positively. In a crossover move, Olay X Didi app established OT Special Cars and Olay X Echo to create an Olay OT playlist, both of which help young people to release work pressure.

Ecommerce cooperation led to a win-win model with tmall.com and jd.com, in which the organisations exchanged campaign traffics with top-selling locations.

For social buzz, the campaign earned many organic contents and non-paid media, and even attracted the attention from overseas media, and spread brand concept all over the word. ‘Take a shower and stay up late’ ranked as the top-10 buzzword in the first-half of year 2016. In terms of business, it successfully drove 221,000 clicks to ecommerce sites, almost trebling Olay’s average data.

Campaign Title

Jetstar goes Singlish, lah!

Jetstar Asia

AKA Asia

 Jetstar Asia is a joint Australian and Singaporean venture, but not many know that Singapore is a part of the airline’s heritage. The campaign aimed to position Jetstar as one of Singapore’s own, and build brand affinity and love among locals.

Living in a melting pot of cultures, traditions and languages, one thing that binds every Singaporean together is Singlish, the nation’s shared local language. So how did the airline make its brand feel like one of Singapore’s own? Speak their language—literally.

The idea embraced the brand’s Singaporean identity by adopting Singlish as Jetstar’s official language in an April Fools’ Day prank. The campaign tricked the nation into believing that in-flight and service announcements would be made in Singlish on Jetstar flights. This involved creating a behind-the-scenes mockumentary of the ‘Jetstar Singlistics training programme’ to keep fans (and the media) guessing. And it even included an announcement that Jetstar was translating its website into Singlish—driving people to the site to check whether the rumours were true.

The campaign could have stopped there. But when consumers begged the airline to make the Singlish flights a reality, the brand listened. Jetstar launched Singlish flights for one day only on Singapore’s 51st birthday, becoming an integral and much-talked-about part of the nation’s celebrations.

In one weekend, the April-fool video racked up 1.5 million views, primarily driven organically by media coverage. Preview footage of the first Singlish flight for National Day was shared over 20,000 times and viewed by over 2.2 million people. The National Day follow-up campaign landed over 120 pieces of media with a reach of over 25 million people. That means on average, every Singaporean saw a piece of media coverage about Jetstar five times in the run up to National Day. That’s no joke.

Campaign Title

Find Your Sewmate - Brother Christmas Campaign

Brother International

Text100 Australia

 During the peak Christmas season (November-December), Brother International sought to drive higher margins by increasing sales volumes of its mid-range and high-end products. With only limited budget at its disposal, Brother and the agency opted to leverage Brother’s widespread respect and loyalty among sewing and crafting enthusiasts throughout Australia.

The agency developed ‘Find your sewmate’, a campaign focused squarely on the emotions and feelings associated with Brother’s sewing machines. A quiz on the Brother Inspires microsite would allow participants to assess their perfect ‘sewmate’, the Brother machine with the personality most aligned to their own. Entrants stood to win Brother’s flagship ScanNCut machine, as well as a range of additional prizes, if they took up the available purchase offers for their sewmate in any Brother retailer or dealer store.

Within six weeks of its launch, the campaign had more than doubled sales in end-November, December, and January. ‘Find your sewmate’ drove significant increases in in-store foot traffic as reported by staff and sales managers, who saw more than 2,000 products sold as a direct result of the campaign. The sewmate quiz drew nearly 1,500 entries, 73 percent more than Brother’s previous social media campaign. Overall, more than 4,500 consumers visited the competition page, with nearly 3,300 entering the competition—a conversion rate of 72.6 percent. To put that in perspective, Brother’s initial goal was to receive at least 200 entries to the competition.

Campaign Title

Warner Bros. Asks Chinese Kids "Where do Babies Come From?"

Warner Bros. Pictures

Weber Shandwick

 In spite of a small budget, an awkward launch date, fierce competition, and a crushingly short four-week lead time, Warner Bros. mounted a campaign that propelled its first 3D computer-animated movie in China, Storks, straight to No 1 at the Box Office on opening day. Inspired by the movie storyline, and Chinese parents’ love for sharing pictures and videos of their children on social media (hence the term “sharents”), Weber Shandwick wondered what would happen if it asked children where they think babies come from? Their innocent answers were bound to be cute, surprising, funny and entertaining: just the kind of content that “sharents” love sharing.

Kicked off by a short video of kids answering that question, the campaign positioned Storks as a film that celebrates child-like innocence. With the help of specially selected digital influencers and partnerships with third-party platforms, each execution echoed the themes of the movie, while effectively engaging with the campaign’s primary target audience—proud Chinese parents of little kids. Hitting the top spot was only part of the story. The campaign surpassed all its social media KPIs, smashing its new follower targets by 142,000. Not bad for four weeks’ work.



Zamir Khan
Head of Award Events 

Tel: (+852) 3175 5273
Email: zamir.khan@haymarket.asia


Kaling Man
Events Manager

Tel: (+852) 3175 1993
Email: kaling.man@haymarket.asia


Christopher Amhoff
Senior Account Manager - Brand Media Asia

Tel: (+852) 3118 1500
Email: christopher.amhoff@haymarket.asia