BRAND:
EPSON
AWARD CATEGORY:
The Best Social & Commerce Integration
CAMPAIGN TIME RANGE:
15/8/2023 - 15/12/2023
CREDITS:
- Brand: Epson - Lead Agency: Purpose.Ant - Media Agency: Purpose.Ant - Production House: Children Of'
CASE STUDY VIDEO
STRATEGY
Epson, a brand known for its color inkjet printers, aimed to persuade Vietnamese consumers, who primarily relied on monochrome laser printing, to switch to color inkjet printing with Epson Ecotank, the No.1 color inkjet printer.
However, the brand faced challenges in achieving this objective:
Challenge #1: Consumer Behavior - Most professional use relied on Monochrome Laser Printing
Challenge #2: Consumer Perception - A longstanding negative impression towards color inkjet printing and low awareness of Epson compared to main competitors
To surmount these obstacles, we designed the campaign that embraced a bold and innovative approach. Our mission was to shatter preconceived notions about color inkjet printing, captivate consumers with the undeniable functional excellence of our product, and ignite action with a compelling call to action. We endeavored not merely to change minds, but to spark a revolution in printing technology, ushering in a vibrant new era of color.
INSIGHT
Facts: Color printing had been considered a luxury, often thought to be exclusive to those with significant financial means. However, times had changed. Color printing had become more accessible in terms of quality, convenience, and cost. The difference between color and monochrome printing was barely noticeable. Then, everyone had the ability to print in vibrant colors without breaking the bank. We said goodbye to costly print shops and monotonous black-and-white documents.
CREATIVE IDEA
To alter the outdated and incorrect impression of Epson, we initiated a campaign called "COLORS BELONG TO EVERYONE". In Vietnamese, it was "SẮC MÀU LÊN NGÔI, AI RỒI CŨNG EPSON ECOTANK", a catchy social media phrase with a twist. The campaign emphasized that whether you were a student, a creative professional, or an office worker, you could have a personal printer.
Epson launched this campaign by introducing a multi-color brand ambassador, Khanh Vy. She was a Gen Z influencer, YouTube content creator, and television MC, well-known among all three target groups.
CONNECTION PLAN
We had released three 15-second iTVCS, encouraging people to transition from bulky, old-school printers to sleek, compact, and aesthetically pleasing devices.
These primary assets had been highly successful, not just because of the timeless songs we had remade to share the story, but also due to our high engagement and substantial view-through rate across various channels, from digital and social media to out-of-home (OOH) advertising.
To further drive consideration, we had continued to maximize exposure with a series of content on key channels – social media, PR, Key Opinion Leaders (KOLs), and arguably the most important one, Top of the Line (TOL).
We had followed the funnel all the way to the conversion stage, leveraging the 11.11 Sale Day on e-commerce platforms to offer numerous attractive deals to consumers.
OBJECTIVE-BASE KPI
The campaign had yielded impressive results:
· Had reached 8.1 million consumers
· Had generated 42.2 million impressions
· Had achieved 131.8k media engagements
· Had received 150 social/PR responses
· Had 99% good sentiment, organically
Guided by the synchronization of creative communication, consideration, and conversion deals, we had successfully navigated the full sales funnel, achieving outstanding results.
Compared to the previous campaign, the Gross Merchandise Volume (GMV) had increased 2.6 times, while spending 47% less in costs.
