Why is this work relevant for Media?

This Campaign launched in Weibo and Bilibili, both are most of popular digital platforms in China. Weibo is the social platform with 188 millions daily active users(DAU), they post theirselves view and share any kinds of photo/ video to express their opinions, just like Facebook, all Weibo users are able to interactive via reply and like. Bilibili is generationZ focus online video sourcing platform (like Youtube) with 40M+ active daily users(DAU) in China, 85% DAU are born in 90s & 95s and they spend 187mins/ day on the site to watch video, everyone is uploader to upload.

Background

China's leading instant noodle brand-SoupDaren has been communicating its Genki Soup for years. In 2021, SoupDaren aims to rejuvenate brand image by leveraging new spokesman Wang Junkai to give "Genki" a new youthful twist.

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

The Unfinished AD First-ever user generated TVC made by thousands of Chinese GenZ An unfinished 3D-animated commercial was officially released. With rumours of "mistake", the brand released invitation calling for ideas to complete the Genki world where celebrity is. The buzz suddenly got burst across social media.

Describe the strategy (20% of vote)

We found Chinese GenZs were bored with the conventional communication, they are talented digital natives full of creativity, especially when it comes to re-imagining content in their own style. Everyone has his interpretation of Genki.

Describe the execution (20% of vote)

TVC production process becomes the origin of social campaign. An unfinished 3D-animated commercial was officially released. With rumours of "mistake", the brand released invitation calling for ideas to complete the Genki world where celebrity is. The buzz suddenly got burst across social media. Two social media platform were selected, Weibo to mainly engage fans of celebrity Wang JunKai, the social media with 81M fans of Wang here. Bilibili, the video source platform (like Youtube), with most GenZ user media (quarter Chinese Genzs are Bilibili users) Campaign launched from Apr 28 to May 15 2021 for 15 days to recruit ideas, and the finished version video was finally released 2 weeks later with with every contributor's name included in the rolling credits.

List the results (30% of vote)

Increase 90,000 fans as Brand Fans in weibo (own social media) , GenZ (Post 95s & 00s) occupied more than 80%+ Brand Volume during the campaign period period is 4.1 times than YOY ​​Total video view 256M+ Total topic view 1.14B+ Total topic engagement 9.66M+ Earned media press 40+