Why is this work relevant for PR?

With real-time response on social, the brand Orocan was able to ride on competitive communications and negative reactions to it, earning massive amounts of impressions, favorable engagement, and free media--which ultimately led to a 30% increase in Orocan's sales vs. same time last year.

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 (20% of vote)

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 (30% of vote)

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 (20% of vote)

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

List the results (30% of vote) – must include at least two of the following tiers:

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 (Yahoo, 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.