|Title||THE CROWD-SAUCED AD|
|Brand||UNI-PRESIDENT SOUP DAREN|
|Product / Service||INSTANT NOODLE|
|Category||C02. Innovative Use of Influencers|
|Entrant||LEO BURNETT SHANGHAI, CHINA|
|Idea Creation||LEO BURNETT SHANGHAI, CHINA|
|Production||MOD PRODUCTION Shanghai, CHINA|
|ECHO WENG||LEO BURNETT SHANGHAI||Account Executive|
|Thomas Li||LEO BURNETT SHANGHAI||Executive Creative Director|
|Pauline Lin||LEO BURNETT SHANGHAI||Business Director|
|Young Yang||LEO BURNETT SHANGHAI||Senior Creative Director|
We created the crowdsource campaign on Social Media (Sina Weibo & BiliBili), and we used an China famous Celebrity Wang Junkai who happens to influence a huge portion of our target groupe - Gen Z. there are 81M fans in his social media account in SinaWeibo
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.
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.
The celebrity WangJun Kai we used as well as key influencer among GenZs, he has 81M followers in his Sina Weibo account (top social media in China) Through play Wang JunKai as hero in Soup Daren’s GenKi world, drive GenZs attention and enhance the engagement rate. As a results, when unfinished TVC with Wang Jun Kai released in the social media, with rumor of Mistake reveal, the attention of campaign become bust and vial immediately and ranked top 3 of hot topic in Sina Weibo (China top social media platform with 188M daily active users).
Start at 2021-4-27-End in 2021-5-27 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. On GenZ social platform Weibo and Bilibili, huge amount of UGCs in 3D animation, doodles, or simple description were contributed. The completed version was finally released adopting great UGC ideas, with every contributor's name included in the rolling credits.
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+