Why is this work relevant for Social & Influencer?

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

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 (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)

1. 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. They enjoy their idea to be recognized. 2. Chinese GenZ also love to pursuit the young celebrity as their idol, follow celebrity’s social media and see the idol is one of their friend. 3. Soup Daren release the crowdsource idea campaign with celebrity to invite Genz to co-create and reveal their name as co-creator in the public.

Describe the execution (20% of vote)

Step one: release a unfinshed TVC with celebrity to create the buzz and drove GenZs attention Step Two: Announce the co-creation TVC idea in the social media to recruit idea, all online users can participate simple and easy (written comments or graphic) to enhance the participation rate Step Three: released the in-progress works to keep the buzz continuously. Step Four: release the final version of TVC which adopted by selected ugc ideas, and we put 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+