2014

The Challenge
Ford lost its market share and its Top 10 position within the automotive industry by the end of 2012. They have been slow in gaining traction amongst the younger segment. 2013 target was aggressive! Double sales, reclaim top 10 sales position and erase “Ford is my father’s car” perception completely.

The Solution – Insight & Idea
“You can sell a young man’s car to an old man, but you cannot sell an old man’s car to a young man”. We discovered an untapped opportunity in the lucrative youth segment. The Millennial are fixated with owning a car at a young age. It is a reflection of their image and status. They are thrill seekers and average conventional experience does not appeal to them. They rely heavily on peer recommendation and key opinion leaders. 80% of Millennial are more likely to follow brand that provides brand experience and engagement activities. This age group has become accustomed to user generated content and controls the marketing messages they are exposed to. They want to be included, experience their moment in the spotlight and showcase their talents thus providing them with ego boost. Their connector to all this is online and everything happens in their social space. We needed a surprise and delight strategy. The idea was to create a Millennial social agent program aimed at creating future Fiesta ambassadors. To do this, we recruited five mentors who are opinion leaders that personify Fiesta’s drivers ie Tech Geek, Action Addict, Fashionista, Car Freak and Social Maestro.

The Execution
We introduced an innovative social media campaign to search for future Fiesta ambassadors/agents. “Join the Fiesta Movement”. The big catch: These future agents will be featured in Ford Fiesta’s launch campaign. The “Mentor Agents” Jason Goh #TechGeek, Fay Hokulani #ActionAddict, Chuckei #Fashionista, Harvinder Singh #CarFreak and Jinnyboy #SocialMaestro placed a call put in their social connectors Facebook and Instagram to search for their protégé. We worked with the Agents to design mission for these protégés wannabes. All they had to do was to take picture and upload their photos performing the mission with Fiesta. All missions are hashtagged to their respective Agents. The respective Agents will select their protégés based on the innovative hashtagged submission. The entire assignment was done within social space. These protégés and their mentors will then be featured in Fiesta launch campaign and for these future agents, it was an opportunity of a lifetime and Ford Fiesta overnight drove the social media engagement to new heights.

The Results
The “Join the All-New Fiesta Movement” made waves on the Fiesta Malaysia Facebook page, increasing the number of fans by 367% with approximately 60,000 additional fans. Over 4,405 protégés recruited, tripling our KPI target. Top 10 position regained! Sales grew by 2.3X vs previous year. Ford broke the 10,000 unit sales for the first time! Approximately RM4.5millon of media value on digital platform accrued for Fiesta movement.

The Challenge
Fuel companies were facing widespread backlash from consumers due to soaring fuel prices in September 2013. Social media was flooded with negative conversations about fuel prices that affected sales. The task: dilute negative aspects and reach loyalists to increase sales. How could we use social media effectively?

The Solution – Insight & Idea
Consumers live in a cluttered media environment. We knew that we needed a strategy that would capture their attention. Our insights: 1. In today’s world, social media has empowered consumers to play an active role in co-creating content. It provides them a platform to create, share, and recommend customized content. Hence, instead of the brand creating content and forcing consumers to watch that content, we wanted to co-create content with consumers for PETRONAS. 2. We knew that celebrities aroused different emotions with different groups of PETRONAS users. While some consumers love celebrities, and follow them online, others are skeptical, and see them as insincere and commercialized. Therefore, we segmented our media strategy on social media: 1) Turning non-PETRONAS users to PETRONAS’ fans, using celebrities’ pull factor. We wanted to deploy star power to create interest. 2) Making existing loyal PETRONAS users into active advocators: more trusting of their own opinions and the opinions of their peers. Above all, we wanted fans to drive the activity, not celebrities. We created a social media driven contest that will only work with the presence and action from fans in FuelledbyFans, PoweredbyPRIMAX. Celebrities were chosen on the basis of their social media strength.

The Execution
This fan-fuelled campaign had 3 phases: Phase 1: Fans on social media were invited by their 5 favourite celebrities to participate in the contest where they would be the stars. Fans had to make a purchase at PETRONAS stations to participate. Content shared on social platforms encouraged participation. Phase 2: We auditioned several hundred fans to select five fans who teamed with their favourite celebrities. Five teams competed in five days of intense challenges. Social media was used to give live updates. Teams could seek help from the millions following their every move online. A key requirement to win: getting traction from the team’s social media postings on Twitter and Facebook. Snippets of the teams were shared daily in social media. Over 90 short videos were created and promoted in 5 days, to give live daily updates and create online excitement. Phase 3: Teams inspired followers to watch 6 episodes of FuelledByFans that aired on TV 1 month later. Multi-screen elements induced viewers to share exclusive content on Twitter, Facebook, Instagram, prolonging campaign buzz.

The Results
FuelledByFans generated whopping results. 1) 8 million contest entries. 2) Over 1 million social media engagements from fans. 3) PETRONASBrands Facebook saw an increase of 200,000 fans. 4) Over 2 million views on Youtube. 5) Over 14 million impressions 6) Over 600,000 visits to microsite. 7) And most importantly, sales during the campaign increased by 5% for PETRONAS PRIMAX. PETRONAS had put fans first, and fans had put PETRONAS in their fuel tanks.

The Challenge
SNICKERS launched its new hunger proposition “You’re not you when you’re hungry” with a new character – a weak female goalkeeper (LínDàiYu). Her presence on non-TV media has yet to be maximized. Our challenge: popularize her, get people to eat and push SNICKERS to be a Top 5 chocolate brand.

The Solution – Insight & Idea
Malaysians love their football. But they don’t know LínDàiYu, a character from a classical Chinese fiction novel. This character who was very ladylike, plays a weak goalkeeper. Her sentimental and perpetual weak qualities reminds us of our behaviour whenever we are hungry. When we are weak, we complain, and are out of character. In order to get LínDàiyu social, Facebook fans needed to start daily conversations about her and why she was so emotional. We started infiltrating Facebook with various posts of LínDàiyu being emotional and complaining about her day. The idea: Don’t need to be LínDàiyu, grab a SNICKERS. In order to further get the attention of fans, “Hungry for SNICKERS”, an online contest on Facebook was created.

The Execution
First we had to popularize LínDàiyu on social media. Facebook became the main platform to communicate her day-to-day activities to SNICKERS fans. This included rounding up audience to an online contest, posting a Facebook status whenever she was hungry, was mopping or playing football badly. The online contest was made to be simple. “Hungry for SNICKERS” drove fans to purchase SNICKERS bars. Each SNICKERS bar was tagged with a unique code that allowed fans to participate in the contest. The more bars our audience consumed, the higher their chances of winning were. In 3 simple steps, hungry SNICKERS fans could get a chance to win new smartphones. This campaign was supported by TV, newspaper, programmatic buys and social ads.

The Results
“Hungry for SNICKERS” satisfied hungry fans. It reached 4,000,000+ people on Facebook; garnered 26,658 contest entries; Facebook fans increased by 132%; Engagement were at 27% from a monthly 1.6% average; 79,974 Snickers bars were consumed! More importantly, audience recognized SNICKERS satisfies hunger. Brand awareness increased from 92% to 96%. (Source: Ipsos, Brand Health Tracking 2012/13) SNICKERS scored and secured the Top 5 chocolate brands position by end of 2013.(Source: ACNielsen, Chocolate Category Retail Audit 2013)