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.

According to Google, interest for CNY related videos has been experiencing a year-on-year increase of 250%. On YouTube alone, Malaysians spent about 130 million minutes watching CNY videos in 2017.

Before the trolling began, we needed to make sure that our clickbaits were attractive. The topics of our CNY short films were based on real-time data and trending topics gathered through social monitoring, YouTube and Google Trends. And whenever a new CNY short film was released, a spoof of it by Anchor Beer would quickly follow.

Chinese New Year (CNY) is a season for celebration and family reunions. For a season that only comes with 2 public holidays, there were over 100 CNY short films in Malaysia, averaging at 3 minutes each! That’s a lot of time spent on your phone watching short films, telling you to spend time with your family.

In comes Anchor Beer, a small player with only a fraction of the budget to gain a share of voice and become top of mind in this season of ad-oversaturation.