The Campaign

Whenever there is a moment worth celebrating, Taiwanese people like to celebrate with beer. But what kinds of occasions are suitable for drinking Kirin Ichiban? Kirin only uses the first pressing of the malt, and that makes it as precious as all the first and unique moments in people’s lives. We analyzed social data to find insights, which served as the basis for developing our creatives. We discovered those precious moments in people’s everyday lives that are really worth celebrating, creating a series of "life’s firsts," and conveying the message that those unique, wonderful moments in life are always worth celebrating with Kirin Ichiban.

Creative Execution

Starting in February, we launched a series of “Celebrate Life’s Firsts” videos on the brand fan page, releasing a total of 52 episodes, one per week, over the course of the year, with accompanying social media posts. The content is an extension of social data gleaned from social media platforms. We developed our creatives based on the target group’s interests and stages in life. For example, our demographic is keen on road running, so we developed a video about proposing marriage while jogging. The video went viral on social media, eventually gaining the attention of Taiwan’s large running community. Then we immediately released running route maps shaped like diamond rings, in all of Taiwan's major cities. This motivated the target group to create their own “life’s firsts.” The marketing concept became firmly planted in the minds of the target audience.

The “Celebrate Life’s Firsts” campaign is now in its fifth month, and it is scheduled to continue through December 2017. So far, the videos have achieved 3.7 million views, with a reach of over 12 million – results surpassing the brand’s entire marketing efforts last year. And because content focuses with precision on the target group’s interests, the single-episode content diffusion frequency is more than 3 times higher than last year, demonstrating that content connected to the audience’s life experiences can effectively resonate and communicate with consumers. People have now started creating their own “life’s firsts.” Sales have also increased by 7.5% compared to the same period last year, showing that this year's communication theme has effectively increased brand favorability among the general public. Moreover, the public has broadened the occasions they consider suitable for drinking beer – any moment in life worth celebrating, should be celebrated with Kirin Ichiban.

We collected data on the social networks and interests of men and women 30 to 45 years old with stable livelihoods, as well as the topics this target demographic likes to talk about and share on social media. We found that in fact every day things happen that are worth celebrating. We organized these “firsts in life” into five categories: “little moments in life”; “big events in life”; “work life”; “home life” and “friendship.” Ultimately, we chose 52 stories and designed the content of our videos and posts to conform with the social media platforms and content the target audience comes into contact with daily. By precisely targeting our audience according to their interests and stages in life, we successfully aligned our creative content with the real lives of consumers. Ultimately, we led consumers to explore their own "firsts in life."