Influencer Marketing

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

2022 BRONZE

A New Big Mac for a New Generation

How do you get GenZ excited about the Big Mac when they saw it as their “dads’ burger”? The answer: rather than promoting the Big Mac, you create a shared cultural moment, fueled by social media, that gives this generation a chance to remake something that belonged to their parents into their own icon. With the help of Hong Kong’s rising pop idol Keung To, we turned an old-fashioned burger into the sandwich of Hong Kong’s GenZ, reconnecting the brand with a younger generation and breaking viral records.

Brand: McDonald's
Client: McDonald's Hong Kong
Agency: DDB Worldwide Hong Kong
Language: English

2022 BRONZE

The MIRROR Meal

This campaign started with a simple truth: ‘no matter how famous you are, everyone has a McDonald’s order.’ What came next was a mass participation moment that enabled the supporters of McDonald’s most famous fans, MIRROR, to eat just like their idols. This case shows how McDonald’s created a one-of-a-kind fan experience that drove not only brand fame with young people, but also increased penetration and sales for the business.

Brand: Crispy Thighs
Client: MHK Restaurants Ltd.
Agency: DDB Group Hong Kong
Language: English

2022 BRONZE

OLAY HK ProX 2022

By helping to ‘break the ceiling’ that age creates for Hong Kong women, we created a breakthrough for Olay ProX and brought this languishing SKU back from the verge of delisting. The work focused on a collaboration with renowned ‘ceiling breaker’, SumLing, to document intimate behind the scenes discussions of overcoming judgements associated with age. The campaign drove organic reach 2.3x internal benchmarks, successfully shifting perceptions of Olay and delivering sales 2.5x YoY, breaking a 30 month ProX sales record and gaining 1.5% share in a pandemic transformed skincare market.

Brand: ProX Spot Fading Essence
Client: Procter & Gamble Hong Kong
Agency: Grey Advertising Hong Kong Limited
Language: English

FINALISTS

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