The Campaign

Ferrero Rocher created her own LINE Sticker as the exclusive reward to people who have purchased Ferrero Rocher in LINE Giftshop. We employed Rocher’s famous squirrel image to develop Rocher LINE stickers which were derived from big data to sort out the top 8 popular caring terms in Taiwan. Once people buy Ferrero Rocher, they can get the stickers and send to friends during their conversation. As the Ferrero Rocher stickers viral out, more people go to LINE Giftshop to send Ferrero Rocher products to their friends as a gift.

Creative Execution

During the campaign period, whenever users chat with their friends via LINE, they will see a notification alert to guide them to the Rocher brand page at LINE Gift shop. People not only browse how Rocher can fit their gifting needs but also could link to the product page to purchase a Rocher for their friends. Whom would immediately receive a bar-code with the caring message in their APP. The friends can use it as a voucher to redeem the real gift in any selected CVS in anytime. And sender also could get the free Rocher LINE Sticker to send out more of their caring and love. Most importantly, every time when Rocher LINE sticker has been sent, the more receivers would have a chance to know that they can send a REAL gift with this stickers to their friends.

Describe the success of the promotion with both client and consumer including some quantifiable results

Ferrero Rocher has been successfully positioned as an everyday gift for everyone. Post-survey has shown that Ferrero Rocher has successfully shortened the distance between friends. She also walks herself out from romantic love symbol to general love for everyone. 1. There are more than 74% of users considering that buying Ferrero Rocher at LINE GS helps narrow the distance between them and their friends or family. 87% of users agree that Ferrero Rocher is more suitable for gifting and is not for Valentine’s Day only. 2. 83% of users are more willing to buy Ferrero Rocher to their friends and family rather than just for lovers; some people even send Ferrero Rocher to themselves for self-rewarding. 3. Over 56% of users buy Rocher through LINE GS for expressing support and caring; 11% of users send Rocher through LINE GS for expressing their gratitude.

Explain why the method of promotion was most relevant to the product or service

Fast-changing digital evolution and strong E.C. growth have created more uncertainty for low involvement products like snacks. Rocher would like to build up the easiest way to transfer the gifting intent to actual sales. Rocher chose LINE Giftshop as the partner to enhance brand’s “Gifting” image and create an E.C. channel in an instant messenger app. This campaign makes the gifting process transcend time limitation and hassle free. That is, people can send out the gift ANYTIME! EVERYDAY! This Campaign did help drive Rocher’s advocacy and reach to a young target audience.

Rocher’s target is “Quality loving social animals”, who are normally aged between A20-39. Also, the psychographics is listed as below: 1. Social animal 2. Stylish 3. Value quality 4. Willing to try new things The consumer insight is “I sometimes give Rocher on X’mas and Valentine’s Day, but I do not always think it is the right choice for the occasion.” For the TA group, they tend to use instant messenger to deliver their blessing, crossing time and distance limitation every day. In Taiwan, LINE App (92% penetration) is the biggest instant messenger among all generation. Most importantly, LINE users are crazy for LINE Stickers, everyone uses stickers to express personal emotions during the conversation. It is the thread that pulls all users together. Leverage on that behavior, Rocher used the customized stickers as the trigger to approach the TA group’s daily life and connected it with everyday gifting opportunity.