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Greater China PR Campaign of the Year


Silver
Campaign Title

Happistachio New Year
Client

Cal Pure Produce Inc.
Agency

Ketchum

In a nation of nut lovers, California pistachio brand Wonderful was up against two better-known nuts at the peak Chinese New Year snack season — walnuts and chestnuts that comprised 93 percent of all nuts consumed in China. We set out to drive Chinese New Year sales by breaking Wonderful pistachios from the pack for Chinese mums who control household grocery purchases.

We found magic in the Chinese name for the pistachio: kaixinguo, literally “happy nut,” to give Wonderful Pistachios a happy place in the cultural life of China by associating the brand with traditional Chinese New Year rituals. We created “Wonderful emojis” to spread festive pistachio happiness to millions on the Internet, enlisted key influencers to amplify our message, introduced a pistachio-themed online game, and guided consumers to e-commerce platforms Yihaodian and Tmall to ensure that all activities linked directly to sales. In just 14 days, our fun campaign drove nearly half a billion impressions, 25 million page views and a 300 percent increase in sales over the previous year.

Bronze
Campaign Title

"See you again, Katmandu" — Baidu's recovery program for monuments in Nepal
Client

Baidu.com, Inc
Agency

BlueDigital

After the Nepal earthquake, Baidu created a digital reduction platform of destroyed ancient Nepalese buildings, motivated by technology and systemised by crowd sourcing. Through big data analysis, Baidu’s "Panoramic Photo Tour" technology can figure out the possible points where one picture of a monument was taken. Static pictures that are beneficial to the digital display of this monument would be picked out and translated into a continuous dynamic 3-D video to restore every detail of the real scene. Baidu successfully achieved its goal of virtually restoring Nepal’s ancient buildings in a very short time by stimulating national attention, participation and sharing. In addition, the project was highly appreciated by trans-boundary key opinion leaders, which improved Baidu’s brand influence in the target population. Meanwhile, worldwide media actively connected with Baidu to report on this campaign, and the effects exceeded expectations.