Background

Taiwan is the country with “the highest density of bakeries” in the world. In recent years, because of Japanese and French brands set foot in Taiwan, their fancy products and massive media exposure took away all consumers’ attention. Moreover, convenience stores and supermarkets have started with their private brand marketing. All these have made Mr. Mark entered unprecedented competition. Meanwhile, Mr. Mark did not accumulate brand recognition in the past 21 years because of its vague positioning, scattered core and less communication. As for consumers, it is “Just a store around the corner”, with no sense of existence and recognition. Objective: 1. Build a sustainable and unique identity for Mr. Mark 2. Raise brand awareness to draw younger consumer’s attention.

Describe the strategy

 Food safety incidents happened continually (including two bread brands). Furthermore, we noticed Taiwanese tend to see bread as “main meal” rather than snack. Therefore, we went back to see what consumers ask for a main meal, and used “The Healthiest: Not Bread, But Weapon” to give TA reasons to spend double the price and time to buy Mr. Mark.  Targeted 30-45-year-old females, the main food purchasers and who pay more attention to health.  Based on TA’s hobby of watching video content, we chose TA’s favorite social platform aired the work: YouTube. Then, through TA sharing and discussion, expand brand awareness.  We emphasized brand’s German DNA to set up clear tone & manner. It not only based on Taiwanese’s highly trust towards “Germany”, also segmented two major competitors: Japanese and French bread. Meanwhile, attracts TA’s attention with German film which is rare in Taiwan.

Describe the execution

We through classic “Industrial Test” made TA rapidly understood Mr. Mark is different from others. For audio, we used German (with Chinese subtitles), which is seldom heard in Taiwan, and narrated by a handsome German man, to arouse TA’s curiosity from the very beginning and to build the “German atmosphere”. For message designing, we ingeniously combined products’ features with the wordings which we often use “Germen-made cars and weapons” to make a pun. • Timeline: aired from 2019/8/28 - 9/20. • Placement: YouTube Trueview (Taiwan), once. • Scale: Nationwide in Taiwan. Production and media Budget is about USD 69 thousand dollars. (please keep confidential)

List the results

With small budget, and a real experiment, Mr. Mark has transformed from “just another bakery” to “the bread brand that Craft Heathy Weapon”. 【Goal Reaching】  Reached KPI in 5 days after: number of people click over 1 million.  Made record high in searching volume of “Mr. Mark”. (Google trend)  Subscription number of the social network channel has grown 178 times.  Number of people visiting the official website has grown 160 times.  Made the record of super low CPV of 0.49 NTD (about USD 0.015) in YouTube TrueView. 【More than the objectives】  Made New Records for monthly sales performance.  Up to 98.8% of netizens clicking “Like”. It even attracts lots of discussion focusing on the brand and products.  After the film being aired, brand founder was invited by Taiwan TVBS to have an exclusive interview in a primetime.