• Social media and game sites are popular among youngsters, where they can read up on hot topics, what their friends are doing and kill time. Both were used in 3 phases:

1. Create Curiosity: After the success of their last advertising jingle, BunNaNa launched its new video trailer with new jingle and chocolate character. A mix of in-search, in-stream and in-display ads on YouTube to create a viral effect across social platforms, which are also cost efficient.

2. Excitement Generation:

a. Creative approach – 'peel-able' advertisements represented the product characteristics in key forums; push down roadblocks with rich gutters to draw the eye in Yahoo

b. Interactive game – enhance participation rates by simple flash execution in key forums and game sites

c. Cost-Efficiency– using Google Mobile Game Network to reach kids by CPC model

3. Sales driven:

Redemption coupon placed on Facebook encourage consumers either download it to their mobile or print it out for redemption

The BunNaNa online campaign result was extremely impressive and showed how powerful of a mix of Paid, Owned and Earned media usage can be.

1. BunNaNa’s video trailer was at a record high at 134,000 views which was DOUBLE of what Coca-Cola music video and lucky draw did in 2012 (vs 64,000 views drawn by the Coca-Cola campaign)

2. Viral effect of Earned Media (YouTube) created a good lead-in for Excitement stage. Total reported clicks was 4x times amount planned

3. Excellent ROI Result Delivery: This online campaign cost 12% of offline campaign but generated 50% equivalent market share of what offline campaign achieved.