Situation

- Chinese New Year (CNY) provides a solid marketing opportunity for brands but it’s also a crowded window, with many brands coming up with different activations around the same set of consumer insights.

- Coca-Cola’s past approach delivered limited impact among the youth target audience (TA).

Objective:

Generate buzz and establish a strong connection with the youth TA to increase brand love score (BLS).

Key consumer insight

We latched onto an insight related to the awkward questions nosy aunties ask, especially to the youth, that can make joyous family reunions unpleasant ones.

Creative direction

‘The simple pleasure of drinking Coca-Cola makes CNY Meal moments special’ leading up to the overall campaign expression, ‘CNY Food Moments. It’s better with Coca-Cola’.

Brief

Come up with a novel approach for generating pre-campaign launch buzz, and establish a strong connection with the TA.

Timeline

The teaser phase was launched on December 26, 2016 and rolled out, in a staggered manner, on Instagram to January 14, 2017 for 3 weeks, leading up to Coca-Cola’s Chinese New Year campaign.

Placement

Leveraged on each of the influencers instagram account for them to post our teaser content.

Scale

- Engaged with 47 high & mid tier influencers in Singapore and Malaysia, with a total fan following of 1,339,725. Leveraging on their fan base, we were able to connect directly to our TA with the influencers’ own personalities and styles.

- The campaign was picked up by Mumbrella and Marketing Interactive as a featured case study, increasing the earned reach significantly.