Why is this work relevant for PR?

Taiwan, a small island, has made huge contributions to the world in manufacturing technology. However, Taiwan is always an outsider isolated from many International stages. We found Taiwanese street food is all the rage in a lot of countries. We built up the first ever mini kitchen in Taiwanese style presented on a YouTube channel, presenting“Small Bites Big Flavor”to show“Small Taiwan Has Great Power”, Showcasing iconic Taiwanese small bites films such as bubble tea, braised pork rice and oyster omelet. These films spread like wildfire on social media.

Background

Taiwan, a small island, has made huge contributions to the world in manufacturing technology. In terms of semiconductor industry, Taiwan is always ranked as No.1 around the world. However, this small island is always an outsider suppressed and isolated from many International stages. As a result, we decided to utilize social media to create films which can not only spread widely on the Internet but also show the soft power of Taiwan.

Describe the creative idea (20% of vote)

We found that food has the power to break language and cultural barriers. Also, Taiwanese street food is all the rage in a lot of countries. We introducing “Small Bites Big Flavor” to show “Small Taiwan Has Great Power.” We built up the first ever mini kitchen in Taiwanese style presented on a YouTube channel, showcasing a series of iconic Taiwanese small bites films such as bubble tea, braised pork rice and oyster omelet. These films were launched via social platforms, including Facebook, Youtube and Instagram.

Describe the strategy (30% of vote)

Food videos have huge amount of views on social media. Moreover, Taiwanese street food is all the rage in a lot of countries. Thus, we utilized Taiwanese street food in mini size to express small Taiwan has great power. Targeting the foreign netizens who are not familiar with Taiwan. They have traits as below: 1. Trend followers, love watching videos, love sharing and comment. 2. Social activists, always curious and desire to learn more. 3. Travelers, love to experience various cultures and food.

Describe the execution (20% of vote)

We made a series of iconic Taiwanese small bites films such as bubble tea, braised pork rice and oyster omelet. -Launched on the three popular social platforms including Facebook, Instagram and Youtube. -Displayed at Taiwan Taoyuan International Airport , Taipei Songshan Airport and Taoyuan Metro to reach more foreigners. -Cooperate with China Airlines to play films on airplanes.

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

Without a media budget, these interesting and tasty looking “Small Bites Big Flavor” films. - have had over two million views - Nearly 40 media reports - At the same time, playing these films at Taiwan Taoyuan International Airport, Taipei Songshan Airport, Taoyuan Metro and China Airlines helped reach almost 9,000,000 visitors -Flavorful mini films got around 100,000 likes, approximate 7,000 shares.