Title | A TEA TOAST TO THE WILD |
Brand | DANONE |
Product / Service | THE LEGEND OF TEA |
Category | A01. Food & Drink |
Entrant | EDELMAN Guangzhou, CHINA |
Idea Creation | EDELMAN Guangzhou, CHINA |
Media Placement | EDELMAN Guangzhou, CHINA |
PR | EDELMAN Guangzhou, CHINA |
Production | OOMG FILM Guangzhou, CHINA |
Name | Company | Position |
---|---|---|
Roxanne Wu | Edelman | General Manager |
Christina Qin | Edelman | Manager |
Jessie Jiang | Edelman | Manager |
Caffrey Liu | Edelman | Executive |
Khaleesi Huang | Edelman | Executive |
Nina Yao | Edelman | Assistant Executive |
Alice Pang | Edelman | Coordinator |
Gracie Liu | Edelman | Coordinator |
Xiaocui Cui | Edelman | Account Director |
Qing Guo | Edelman | Creative Director |
Yufei Cai | Edelman | Associate Creative Director |
Jin Liang | Edelman | Associate Creative Director |
Teng Wen | Edelman | Copy |
Theo Chen | Edelman | Designer |
Sam Su | OOMG Film | Partner |
Franco Chu | OOMG Film | Partner |
To bring the “wildness” to life and create emotional resonance, we produced a video that presents three typical scenarios at work, where the “wild” newbie bravely stands up against his unreasonable boss among other “zen-like” colleagues. We worked with the influencer who first invented the term “zen-like” to declare ownership of its rival term “wild” and initiated a heated discussion online. Then we brought the discussion over “zen-like vs. wild” to the next level by innovative use of influencer co-ops. The campaign has been launched on July 4 through Sina Weibo and WeChat, two mainstream social media in China. 42 influencers created images, GIFs and insightful articles from multiple angles to join the discussion one after another in less than 24 hours, attracting public attention greatly.
Within 24 hours, the campaign generated over 360 million impressions and 2 million interactions (likes, comments and reposts). The video alone was viewed over 10 million times and shared nearly 60 thousand times, with completion rate up to 92%. The CPM of our campaign is $0.88, which is only 15.7% of industry benchmark according to Statista. Our campaign successfully initiated a conversation that touches the bottom of hearts of hundreds of thousands of newbies who just began their careers. They proactively shared their stories at work with us online and expressed their empathy to the brand proposition of Danone’s the Legend of Tea. The parent brand, Danone itself also benefited from the hot topic. Weibo Index shows that attention towards Danone has increased by 680% during the campaign. Furthermore, numerous top-tier news press and marketing trade media proactively joined the discussion and published original in-depth articles.
Young people in China today tend to have a “let it be” social attitude, especially newbies at workplace. A term was even invented to describe such mindset. “Zen-like” was the top 10 trending words in 2017. However, based on Mintel’s report and the research results of our focus groups, we found that young people actually want to express their true feelings, but they are torn between “be themselves” and “play by the rules” – the true self needs to be unleashed, but with our help. So we decided to go “wild” - leverage the South African and American heritage of the Tea and build it as the tea for the “wild” which empowers newbies to bravely be themselves at work.