BRAND:
STRONGBOW
AWARD CATEGORY:
The Best Social Media Campaign
CAMPAIGN TIME RANGE:
10/05/2022 - 18/09/2022
CREDITS:
CREATIVE AGENCY: GOLDEN DIGITAL, SOCIAL AGENCY: ICON MEDIA, MEDIA AGENCY: REDSTAR
CASE STUDY VIDEO
STRATEGY
UNLOCK NEW ASPIRATION FOR CHILL CULTURE 5 years ago, Strongbow made a visionary step to disrupt the alcoholic category with the establishment of the cider segment, and introduced a unique “Chill Culture” to the Millennial and Gen Z. With the mission to become the iconic cider brand, Strongbow is urged to maintain the unconventional momentum to enrich the “chill culture” for young generations, which have been well recognized among consumers.The bottleneck to people in the modern connected world is in the cycle of the fear of missing out (FOMO), which takes away the resume for the real-life moments. Strongbow's ambition is to blend in their pacing FOMO pixel life with a sustainable platform “Pause to Chill”, inspiring them to have a pause moment away from FOMO technostress and chill for optimism with a sip of Strongbow.The strategy successfully drives business growth and uplifts meaning score as well as brand love for the brand aftermath.
INSIGHT
PAUSE THE MISS-OUT STRESS, PRESS THE “LIVE NOW” PLAYUnderstanding that the digital world is indispensable to the life of the youths, and youth is about making every moment in this world count to satisfy curiosity, see all the picture-perfect aspects of life. Consequently, their life is filled with the phenomenal trauma.The deep-rooted cause behind that is the fear of missing out (FOMO) - a real phenomenon that is becoming increasingly common in modern life. The more they fear to stay up-to-date with the never-ending feeds on social media or catch up with other people’s picture-perfect lives, experiences, and outlooks that are projected on those platforms, the more they miss out on what they really want and bring joy to them: it's the nurturing of nature, having chill moments for themselves to foster the optimism, creativity & real connections
CREATIVE IDEA
DISCONNECT THE NEVER-ENDING FEARS TO RECONNECT ENDLESS CHILLS As the cider brand starting “chill culture”, Strongbow sets a pause among the whole social networks to spread the chill, the brand disruptively makes young people stop the chaos of FOMO technostress and activates the inner JOMO (Joy of missing out) for the current inner natural happiness.Knowing most of 2022 FOMO topics are related to social newsfeed, investment opportunity, picture-perfect experience, Strongbow hijack FOMO-caused platforms (mobiles & digital touchpoints) as “hair of the dog” strategy to turn FOMO into JOMO (Joy of Missing Out) through seamless brand experiences.The journey to pass on the chill culture is a disruptive movement that Strongbow lures all the attention and actions of youngsters from online to offline with three actions: Pause the FOMO for the townTurn FOMO into JOMOTogether chin up the moment
CONNECTION PLAN
Phase 1: TRIGGER THE FOMO TRUTHTo lure the attention of FOMO people is to make them FOMO, Strongbow smartly makes them pause the online surfing with a curious message “StopFOMO” along with a visual cue, an attractive apple with a pause icon, spreaded unbranded by influencers. The kickstart awakes the excitement to explore. …BY THE “CHILL DECLARATION” The answer is even more triggering with the message “Pause to Chill” through the iTVC launch, Strongbow not only stop their digital FOMO technostress but turn on their “chill mode” desires by the “calling to chill” by the local communities.Phase 2: TURNING FOMO INTO JOMO…BY A MELODY OF CHILLStrongbow caters the chill mode with the first magic - mesmerizing the real bliss of music. The brand introduces the MV “Chờ iu Chill” featuring iconic chill artists - Tien Tien & De Choat to make youngsters experience the real-life chill music. Then the brand echoes the chill culture among all social platforms by the range of “chill” remixes made by full-funnel influencers & creators.Phase 3: TOGETHER CHIN UP THE REAL MOMENTS…BY MAKING THE BEST CHILLAWAY OF THE TOWNCapturing the passion of “chill getaway” the youngsters, Strongbow creates a technostress getaway event for them to pause for the “best chill of the town”. The event goes viral thanks to the tactics triggering user-generated content. The brand attracts the attention of a big “pause” ball in three cities (Hanoi, Ho Chi Minh, Dalat) as the “Chill Stops”. The influencer power is leveraged via a social activity to challenge their fans to come and pause the moment with them to spark the excitement to chill. The event attracted more than 100,000 people joining to contribute their pause moments.
OBJECTIVE-BASE KPI
CHILL WITH THE RECORD
- Social Result: “Pause to Chill” campaign achieved no 1 position in Top BSI in June/2022 with 373,707 buzzes, while lead KOLs for Strongbow campaign - Tien Tien & De Choat – also led the BSI top 10 influencers in the same period. MV “Chờ iu Chill” in top 8 trending Music on Youtube that spreading campaign spirit to mass users
- Brand Power:
· Brand Power: +0.1 pts·
Meaningful: + 2 pts·
Salient + 5 pts-
Brand Imagery Statement – Meaningful index:
· Share my interests: +3 pts
· Encourage you to live with cheerful and optimistic spirit: +3 pts
· Have good advertising: +4 pts
· Are innovative brands: +5 pts
- Brand Claimed Usage: successfully uplift in Strongbow key targeted consumer group (female, key cities):
· Trial: +5 pts
· Usage: +5 pts
- Business Result: YTD +13% vs LY
