Malaysian Media Awards Winners Showcase
2013 | Bronze | Best Use of Social Media
Advertiser: Coway (M) Sdn Bhd Brand: Coway Bidet Creative Agency: - Credits: James Wong Yoon Thean (Manager - Media Assets&Innovation), Lee Tse Yoon (Planning Director), Mahira Mohd Dahlan (Media Planner), Mandy Chan (Media Manager), Juliana Chua (General Manager - Activation), Zoë Moraes (Senior Activation Manager), Aaron Low (Assistant Manager - Activation), Adeline Lau (Senior Activation Executive), Marcus SK (Activation Manager), Michelle Chong Ai Ni (Copywriter), Michelle Lye Pooi Kuan (Senior Designer), Low Kah Kin (Project Manager)
Challenge
Coway Bidet wanted to create a new toilet culture, but acceptance is an issue when consumers only use hands or toilet paper. Conventional advertising targeting women who are decision makers in bathroom matters had previously struggled. Could social media help sell a product that’s too taboo to mention?
Solution
Women are great online shoppers because of their proficiency in comparative shopping and researching for information and deals. One of their key sources of purchase information is their friend’s recommendation and conversation which are often relayed on Facebook. To infiltrate social conversations without being hard sell, we built a content disseminating Facebook platform for women, Real Women Real Voices (RWRV), where women have exclusive access to try products by bartering their online conversations.
Execution
Recruitment: 100 women were selected from 500 applicants based on their social influence score. They were recruited via SAYS, a social broadcast platform. Curating Conversations: They are required to test and share their unique bidet experiences for 30 days on their own Facebook Timeline. RWRV prompted conversations around high interest bathroom topics, masking a sales pitch. Broadcast: RWRV then broadcasted them via SAYS, encouraging more to join the conversation to help trigger more purchases.
Results
RWRV flushed out the taboo surrounding the bidet: –1018 social write-ups generated, racking up a 16.2% Facebook engagement rate (above the 1% international benchmark), ultimately reaching 7,100,000. –15 times Earned Media Return On Investment. –These 100 potty mouths grew trial by 1545% year on year, a testament of social acceptance.
