Anchor Beer trolls the nation and saves CNY family reunions.

While other brands’ CNY short films took an average of 3 minutes to tell the viewers to spend time with their families, Anchor Beer did it in seconds! Staying true to our tagline “real beer for real moments.”

Anchor Beer’s campaign used a carefully planned clickbait strategy to trick viewers into watching the world’s shortest CNY short films - so that they could put down their phones, and spend more time with their families instead.

Now, let the trolling begin!

1) We created clickbaits by mimicking the thumbnails and titles of popular CNY short films and topics, based on our research.

2) These clickbaits were seeded onto platforms where we knew all other brands would be sharing their CNY short films - Facebook, YouTube and publisher sites.

3) When a viewer clicked on our post, expecting to watch a long-winded CNY short film, they got one of Anchor Beer’s shortest CNY short films instead, telling them to spend less time on their phone and more time with their family.

The whole campaign took just 2 weeks to plan, execute and deploy with minimal production and media budgets.

With minimal media buys and almost no production budget, we managed to outscore all the other big brands:

• Sales for Anchor Beer: Increased by 27%.

• Facebook video 3 seconds view rate: 11x above industry benchmark.

• YouTube video view rate: 4x above industry benchmark.

• Facebook canvas open rate: 2x above industry benchmark.

• Outbrain click-through rate: 2x above industry benchmark.