Why is this work relevant for Media?

As our market’s TV sales representatives are separated from the TV showrunner, clients are facing difficulty communicating what they want through the shows from the stations. We all know that the future of ads are within content, as a media agency, we decided to create a new ecosystem as the integrator. As the only agency in Taiwan doing this, we want to create more impact and resources for producers, channels and us. We plan for clients to not limit their delivery exposures and close the gap between clients and TV producers.

Background

Client Chocola BB products are only available in Japan. Client wants to be listed as the “must buy” item for Taiwanese tourists in Japan. To successfully target our potential buyers, we need to increase media availability as audience consume more content across more platforms. Traditional TV channels are not integrating different ways of exposure in branded content marketing. With segmented platforms and diversified audiences, clients are facing difficulty in campaigning multiple touchpoint exposure to their target audience. There is also a huge gap between what our client wants and what the station producers ask for.

Describe the creative idea/insights (30% of vote)

We become the entertainment creators. Not only did we train KOL/ mini celebrities to be the perfect brand ambassadors and host original experience event for engagement and education. We went big on our idea and launched the TV show “Girls on tour”. From original creations, digital assets, social media management, to talent pool cultivation we provided an added value service to all clients involved. Using data as guide, we gather audience insights and passion points to find a sweet spot for entertainment investment. We come up with the perfect content strategy resonating with the market stricture. We even round up more clients, media partners, and award-winning producers to create what the client wants and provide what the production’s creation needs.

Describe the strategy (20% of vote)

Target audience - Women 25-39, enjoys traveling, especially to Japan. Media planning - We invited KOL/ mini celebrities and cultivate them over 12 months and picked the suitable ones on to our show. We host original experience event for engagement and education. Edited shorter versions on Facebook and Youtube for higher penetration. Travel shows are also more sustainable and set positive messaging, it is also more natural for the girls to go on shopping tours and talk about their souvenirs (brands) As Chocola BB is our main sponsor, we had quite a few episodes in Japan as it is estimated that Taiwanese cardholders can spend an average of 1.8B yuan in Japan within a month.

Describe the execution (20% of vote)

We decided to create a TV show for cable and satellite channels + YouTube and Facebook as: 1. Digital advertisement content growth from NTD162B to NTD390 B in the last four years. 2. Though TV advertisement dropped from NTD246 B to NTD207B, comparing to 2016, the fall is getting much slower in the last two years. 3. The ad-spent of 390B includes a growth of 30.1% in Buzz / Content Marketing from the previous year. 76.6% of generation Z admit that they get influenced by KOL. 4. Comparing all the online platforms in the market (OTT included), YouTube has the highest reach. We distributed on EBC, TTV, YouTube from July 2018 till Jan 2019 (2 seasons). We are looking forward to the new season this month.

List the results (30% of vote)

We achieved TV viewership of 4.4M, organically captivating over 2 million females in the early to late twenties demographic and led to an impressive 150% return of investment.