Background

On June 23, 2019, global Japanese brand Muji provoked outrage among Filipinos. Because it came out with a Facebook post on the water dipper or "tabo"--that lowly item all Filipino homes have, and all Filipinos use. Which it was selling exorbitantly. 1000% more expensive, in fact, than the price of a water dipper from Orocan, the well-loved local brand.

Describe the creative idea

With agile speed, Orocan ambushed Muji's Facebook post. Spoofing it, first by saying it costs the same. (But with every Orocan dipper, you get a USD 7 cashback...because it really is a lot cheaper. The way water dippers should be priced, if they're sold reasonably.)

Describe the strategy

Swiftly, Orocan came out with a Facebook post parodying Muji's, riding on the absurdity of Muji's pricing to point to Orocan's advantage of being priced affordably. All with tongue-firmly-in-cheek.

Describe the execution

Orocan's Facebook post was a real-time response to ride on Muji's, to communicate Orocan's benefits.

List the results

Orocan's Facebook post: * Achieved 31.9 billion social impressions. * Chalked up 7,603% increase in social media engagement, compared to the average engagement of Orocan's Facebook posts. * Earned USD 150,000 in free media, with an unboosted post, with zero production budget. The effort was featured in the Philippines top networks (ABS-CBN, GMA-7) and news websites (Philippine Daily Inquirer and Manila Bulletin). * Inspired a whole academic treatise on agile marketing on LinkedIn. * Caused Orocan's water dipper to go out-of-stock. * Boosting its sales by 30% vs. previous month. * Making Orocan's sales surge by 30% vs. same time previous year.