Influencer Marketing

Brands that connect and establish relationships with their audience’s key influencers are the ones to learn from.

2021 GOLD

#Vatikafirst

The shampoo category witnessed an intense price war between the shampoo giants in 2019 taking the category advertising spend upto PKR2.5bn annually! Vatika thought of using the massive spends to its advantage. How? Vatika used its existing digital medium creatively to hijack the shampoo category spends on all mediums. Vatika asked the consumers to just click a picture of any shampoo ad they see and post it with the hashtags #oilfirst #Vatikafirst. So the more shampoos advertised the more Vatika’s message ‘Oil before shampoo’ got impressions on the digital medium!

Brand: Vatika Hair Oils
Client: Dabur Pakistan
Agency: Bodybeat PR
Language: English

2021 GOLD

The Charli

Cold brew is the fastest growing opportunity in the coffee space, largely driven by Generation Z’s passion for it. But as cold brew demand grew, Dunkin’ wasn’t keeping up with Starbucks. To drive relevance and trial, Dunkin' named a cold brew menu item after Charli D’Amelio, Dunkin' cold brew fanatic and TikTok’s biggest star. We developed a purely social/digital campaign with Charli to attract new customers to Dunkin's cold brew. The campaign had an immediate positive impact on cold brew sales and established a new generation’s affinity for Dunkin’.

Brand: Dunkin'
Client: Dunkin Brands
Agency: BBDO New York
Language: English

2021 SILVER

How McDonald's Turned Vegetarian Haters into Lovers

Despite McDonald’s HK serving more than 1 million customers each day, not everyone was truly “lovin’ it”. A very social media-savvy minority of Vegetarians was actively hatin’ on the Golden Arches. Knowing that it would take more than a plant-based product line-up and a standard communication campaign to turn these haters into lovers, we asked Vegetarian lifestyle influencers to convince their own – one social post at a time. The campaign not only drastically changed social sentiment, but also brought brand rejectors into our restaurants, for the very first time.

Brand: Omnipork Series
Client: MHK Restaurants Ltd.
Agency: DDB. Hong Kong
Language: English

FINALISTS

Por un Perú sin Cáncer El Día más importante

Inca Kola ¿Cómo que la marca de mis papás ahora es mi marca?

BCP – Banco de Crédito del Perú BCP - El regalatón del Cuy Mágico con Phillip Chu Joy