Nominees-en Category: Media Awards

“Illuma Organic is a new organic milk powder launched in Hong Kong. The existing market of organic formula is small compared with total milk powder market. We wanted to convert existing HIPP users by creating super-premium segment, and reached out to other upscale mums who were interested in organic products, but yet to engage with any organic milk powder brand.

Highly specific, we turned to data audience profiling but soon realized we cannot do it conventionally. Despite having a quality data pool of premium mums (from our sister brand Illuma Classic), we don’t have the 1st and 2nd party data to tell us who were organic advocates. While we could still rely on 3rd party data, data technology always works best if we could have it all.

How can obtain quality data to identify highly specific audiences?

However conventional data profiling cannot tell, therefore we cultivate data from scratch out of content, segregating according to their interest level over organic products.

汉堡王2017年9月超级品牌日，借助天猫平台品销合一的优势，利用娱乐化营销组合，打造一场O2O “量嘴定制汉堡”的大事件。1）预热期，从AR量嘴定制H5互动，到社交媒体#不服来斗嘴#趣味挑战到魔性斗嘴视频的病毒式传播，大量UGC沉淀为超品日活动造势。2）引爆期，线上天猫旗舰店，线下700+门店，同步发售喵！皇堡，引发订购狂潮。线下主题店内设量嘴机器扫码互动，网红达人现身挑战、定制AR捉猫猫互动等，引发全民互动。同步线上直播、媒体曝光，引爆超品日话题。从线上营销种草到线下店内引流，贯穿全渠道的个性化定制体验，助力汉堡王完成品牌文化传递及线下销量辅助的双重任务, 为行业树立了新零售范本！

“Kobayashi Pharmaceutical, a Japanese pharmaceutical company, wished to start a campaign to promote the Hadagokochi, an anti-pollution mask, in the online shopping market in China.

In China, monitoring the air pollution level is a daily routine for everyone. But surprisingly, a vast majority of them are unconcerned about protecting themselves with a mask.

We decided to directly promote Kobayashi masks when they monitored the air pollution level. The idea is very simple: the higher the air pollution, the greater the discount on Kobayashi masks!

Air Pollution Discount reacts towards real-time data every minute by detecting your location and displaying the air pollution level around you. It then dispenses a discount coupon for Kobayashi masks, which can be used on Tmall.com, China’s largest e-commerce portal.　”

为扩大线上市场份额，雀巢咖啡急需吸引电商新买家。我们的目标受众依赖数字媒体，喜欢尝鲜。要吸引他们的关注，必须提供耳目一新的体验。雀巢咖啡一贯主张帮助人与人进行连接，于是我们决定创造一种前所未有的情感连接方式。我们打造了中国首个AR定制体验——雀巢咖啡黑科技魔法电视机。消费者只需将在电商平台定制的照片插入魔法电视机，定格的画面就会动起来表达心声！我们还利用大数据进行定制化投放，极大提升了新客转化率。代言人李易峰演绎创意视频，引爆网络。最终销售额达到去年同期活动的三倍，品牌也大获热议，实现品牌销量双丰收。

汉堡王2017年9月超级品牌日，借助天猫平台品销合一的优势，利用娱乐化营销组合，打造一场O2O “量嘴定制汉堡”的大事件。1）预热期，从AR量嘴定制H5互动，到社交媒体#不服来斗嘴#趣味挑战到魔性斗嘴视频的病毒式传播，大量UGC沉淀为超品日活动造势。2）引爆期，线上天猫旗舰店，线下700+门店，同步发售喵！皇堡，引发订购狂潮。线下主题店内设量嘴机器扫码互动，网红达人现身挑战、定制AR捉猫猫互动等，引发全民互动。同步线上直播、媒体曝光，引爆超品日话题。从线上营销种草到线下店内引流，贯穿全渠道的个性化定制体验，助力汉堡王完成品牌文化传递及线下销量辅助的双重任务, 为行业树立了新零售范本！

由于咖啡“提神醒脑”的传统功能在生活节奏缓慢的二三线城市缺少相关性，咖啡的市场渗透率极低，如何开拓潜在市场成为雀巢咖啡1+2亟待解决的重大命题。调研显示二三线人群更为重视维护和谐的人际关系。因此，我们提出“喝杯咖啡再说”的传播概念，赋予咖啡新的角色，把有口难开的时刻塑造成咖啡饮用时机。通过明星和意见领袖形成多圈层扩散，TVC和短视频覆盖多生活场景，引发共鸣，再配合整合的跨平台传播策略，使“喝杯咖啡再说”成为了人们沟通中的流行语，成功让咖啡走进了二三线城市消费者的生活，获得了市场渗透率和销售的有效提升。

“在2017年 “世界咖啡日”来临之际，雀巢咖啡希望打造一间雀巢咖啡实体快闪咖啡馆，通过不同寻常的咖啡体验，为品牌赋予更丰富的意义。
由知名设计师青山周平倾力打造的五感空间为消费者带来前所未有的空间体验，咖啡大师悉心调制五感咖啡，呈现出雀巢咖啡产品的无限可能。品牌代言人李易峰的现身，更是给消费者带来巨大惊喜。在咖啡馆开放的7天时间，消费者每天都在门口排成长龙。
而线上线下无缝连接的传播机制，精心规划的传播角度和内容，将咖啡馆也打造成线上的现象品牌事件。”