April, XU Xin, 1155089254
With the coming mobile internet era and flourishing social media platforms, people have spend more and more time on social media in daily life, looking through latest news, searching information, connecting friends, etc. With no discrepancy, social media which is of such huge users and attentions, affording natural marketing advantages, has shown enormous potential in digital promotion. So, how to make use of this platform and resource effectively is a big challenge for product branding nowadays. Among lots of practical cases, 25 ways of eating Peacock Biscuit, conducted by Taiwan Ogilvy, makes an outstanding example in social media marketing.
Specifically, this ad campaign can be divided into four parts including the product Peacock Biscuit, the organizer Taiwan Ogilvy, the channel social media platforms (Facebook and Youtube), and the methods - celebrity effect and interaction strategy. In order to introduce this campaign clearly, these four parts will be referred to demonstrate their own role respectively during the whole process.
Peacock Biscuit, a time-honored biscuit brand in Taiwan, has received great favor and affections by general public since it was launched in 1969 and once became a must-have for majority of Taiwanese. However, as time goes by, more and more biscuits and food appear, which offer multiple choices for people. As for Peacock Biscuit, it has just become a childhood memory for contemporary youth, gradually fading from their shopping list with brand aging. To be frank, it is the dilemma that the product faced with currently.
For the sake of dragging out of the trouble, Taiwan Ogilvy conducted a consumer investigation and learned that young people still love this brand because of its special texture and flavor. Meanwhile, everyone has his/her personal eating ways, which seems to recapture their adorable childhood memory. Based on the investigation on target audience and the observation about their media habits, Taiwan Ogilvy decided to use the top two popular social media channels in Taiwan– Facebook and Youtube to raise the brand awareness and recall the customers.
A promotion campaign called” My Peacock Biscuit – I demonstrate your eating ways” was launched on social media platform, encouraging people to write down their own special eating methods on official page and inviting a popular attractive star, Tony Yeung, as the brand spokesperson to perform these methods in a humorous manner. That is to say, no matter how funny or odd the eating ways you introduced, the handsome actor could always present this for you. More importantly, you could share your methods together with the happy memory with others, and correspondingly you could see those of others and even want to try such interesting and fresh eating ways, which boosted heated discussions and product sales to some extent.
Figure
1. Screenshots of My Peacock Biscuit Facebook page.
Finally, 25 videos were created in three days, as a result of a creative combination of eating ideas provided by customers and vivid performance acted by Yeung, including eating in a French style, eating with milk, eating after shaking, eating like a sandwich, eating when standing, eating accompanied by music and so on. And the followers of FB increased more than 10 times after the 3-day activity, while the videos on Youtube have been viewed over 1.3million times. More than 100 pieces of news reported this campaign, and its media value was more than 48 times the internet ads. Besides, the sales of Peacock Biscuit rose up to 50%.
More videos can be viewed on the Youtube page.
As far as I'm concerned, the reason why this campaign succeeds can be concluded in 3 main points as follow. The first one is interaction. Instead of pervious one-way inculcating advantages and emphasizing the features of products, this campaign utilized an interactive promotion that they created a topic initially and what’s more, they collected customers’ responses and gave a surprising feedback timely, narrowing the gap between customers and brand and bringing the sense of respects for customer’s intelligence and opinions. Besides, the creativity is another key element, which can be reflected in the new channel – social media platforms, the unique ideas of ad campaign, and the special display format. Plus, this campaign grasped the customers’ requirements for brand, communication and social activity, which were identified from the earlier costumer investigation. In addition, the efficient execution, appropriate choice of actor and platform also facilitated the success.
References
Peacock Biscuit official website
Video collections on Youtube page
Official
Facebook page
I am pretty impressed by this campaign, which introduced an efficient way to rejuvenate the brand image by using social media! Here, Facebook was taken advantage to engage people to contribute their special ways of eating Peacock Biscuit, and distribute funny videos that were made based on their ideas. I also agree that creativity is one reason for its success. As in those videos, Tony Yeung performed various special eating ways in an interesting, exaggerated way, I suppose they must have quickly gone viral on Facebook. This campaign is absolutely a good example of viral social marketing! Thank you for sharing!
ReplyDeleteWang Yiqi
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