Influencer Marketing

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

2019 SILVER

A&W Beyond Meat Burger Launch With Influencers

This case describes how A&W became the first Burger QSR to forge a relationship with the county’s leading plant-based (Vegan) Influencers that helped them win over the broader plant-based community for the launch of the Beyond Meat Burger. We’ll outline how winning over an audience that self-admittedly would have been the last to advocate for a Burger QSR became the critical first step to creating the momentum that fueled intrigue and trial with Meat-reducing Millennials.

Brand: A&W
Client: A&W
Agency: Rethink
Language: English

2019 BRONZE

Break Bread Smash Stigma

HIV isn’t the death sentence it once was, but HIV stigma lives on. Myths persist about how the disease is spread. As a world-leader in HIV/AIDS care, Casey House wanted to challenge this ignorance with truth and compassion. We found 50% of Canadians wouldn’t knowingly accept food from someone who is HIV positive. To challenge this stigma, we launched the first-ever eatery where all the chefs were HIV+: June’s. 515 earned stories; one billion earned media impressions; $35k budget; educated 730,000 Canadians; documentary picked up by HBO; $120,000 in donations.

Brand: June’s HIV Positive Eatery
Client: Casey House
Agency: Bensimon Byrne / Narrative / OneMethod
Language: English

2019 BRONZE

Ministry of Do Nothing

The RTD tea market in Taiwan is highly sophisticated and fiercely competitive. Our brand, Real Leaf, had been stuck at No.2 for years, lagging far behind the dominant brand, Tea King. In 2018, Real Leaf launched a new variant, with theanine, a relaxation-inducing ingredient. To break through the impasse, we decided to rise above and explore relaxation at a higher societal level. Since Taiwan is an excessively hardworking society, we created a social movement leader, the Minister of Do Nothing, who lead people to champion relaxation as a societal emergency. After the champaign, Taiwanese workers were gripped by the philosophy of Do Nothing, and with just one campaign, Real Leaf overtook Tea King, and Real Leaf’s market share reached a historical high.

Brand: Real Leaf
Client: Coca Cola Taiwan
Agency: Ogilvy Taiwan
Language: Mandarin

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