Why is this work relevant for Media?

From TV shutdown to successful shrimp-fluencer The shutdown of the Philippines’ largest network caused a sudden shake-up in Spicy Oishi Prawn Crackers’ plans - a brand that heavily relied on TVCs for awareness. It led the brand to innovate their media placements and foray into Tiktok. The brand was inspired by a local slang term popular among Gen Z - HIPON - to hook them in. With the successful launch of @hothipon, TikTok’s first shrimp-fluencer, Spicy Oishi Prawn Crackers got Filipino Gen Z craving for more. All 72,000+ of them.

Background

Shookt by the biggest TV network’s shutdown. Spicy Oishi Prawn Crackers - an out of sight, out of mind impulse snack. TV has always been its go-to platform. Imagine the shock when the country’s biggest TV network abruptly shut down. Trapped between a shutdown and a lockdown, the brand needed to reach out to snack-lovin’ Gen Z in an innovative way.

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

The hottest new platform for the hottest snack. Nothing on TV, nowhere to go. Quarantined Filipino Gen Z flocked to TikTok. From being bored at home to becoming viral memes, the app turned them into instant influencers all while locked up in their rooms. DIY content approach, all fun and good vibes, and a growing obsession from the brand’s target market - TikTok seemed like the perfect solution.

Describe the strategy (20% of vote)

Cooking up the hottest influencer. To fit right in on Tiktok, Spicy Oishi Prawn Crackers analyzed what kind of content and personalities Filipino Gen Z crave. With dance, comedy, and “thirst traps” proving to be the app’s hottest content, the brand came up with an influencer who could seamlessly pull off all three in the most engaging manner.

Describe the execution (20% of vote)

@hothipon - the spicy hot shrimp-fluencer. The inspiration: Hipon (shrimp, ebi, ਝੀਂਗਾ, 虾, креветка), Filipino slang for someone with a hot body and an ugly face. Meet @hothipon. The thirst-trapping, grinding, trendjacking shrimp-fluencer. He’s as hot as any TikTok star with a spicy twist - he’s got a prawn’s head. He even has his own dance challenge and IG filter!

List the results (30% of vote)

Spicy Oishi Prawn Crackers. Firin’ up sales and social media. In just 3 days, 72,000 followers. In 6 days, 87,000,000+ total video views, exceeding the app’s benchmarks. 4,431 user-generated dance videos 292,000+ engagements Despite the snack category suffering a -7.7% decline in 2020, Hot Hipon still fired up the brand’s sales. Home consumption for Oishi Prawn Crackers in Aug 2020 (12 weeks ending) grew 7.7% vs. previous year. Penetration in Aug 2020 (12 weeks ending) grew 4% vs. previous year.

Please tell us about the cultural insight that inspired the work

Pushed by a shutdown, inspired by slang. HIPON - the local slang for someone with a hot body and an ugly face. They’ve become massively popular on TikTok gaining lots of followers. When the Philippines’ biggest TV network shut down, it only made sense for Spicy Oishi Prawn Crackers to make their own hipon - @hothipon, Tiktok’s 1st shrimp-fluencer. The term not only played up the brand’s hot and spicy flavor but also inspired @hothipon’s look. He acted just like any hipon on TikTok would. He grooved, flexed, and thirst-trapped his way to Gen Z’s feeds and got them craving for more.