| ADFEST 2017 | ||
|---|---|---|
| Media Lotus | Best Use Of Branded Entertainment & Content: Digital & Social Media | Bronze |
Company Entering: Tbwa\Hakuhodo Inc., Tokyo
Brand: Häagen-Dazs
Advertiser: Häagen-Dazs Japan, Inc.
Agency: Tbwa\Hakuhodo, Tokyo
Chief Creative Officer: Kazoo Sato
Senior Creative Director: Takayuki Niizawa
Copywriter: Saiko Nakamura
Art Director: Ryoko Shinbo/Naoto Ichikawa
Senior Account Director: Atsushi Matsuo
Account Director: Masamichi Kato
Account Executive: Hirofumi Matsuoka
Strategic Planning Director: Keita Kawakatsu
Interactive Planner: Kazuaki Kuribayashi
Strategic Planner: Taiki Iino
The Brief:
Objective 1: To Make The HäAgen-Dazs Brand A Topic Of Conversation For Women In Their 20s. Objective 2: Link Campaign To Product Trial And Contribute To Sales Upswing (To Go Beyond 100% Yoy Sales)Women In Their 20s Are A Strategic Target Who Will Be The Base Of Future Sales Increase.
The Strategy:
Promotional Campaign Was A Strategic Communication To Garner Attention Toward The Brand Without Relying On New Product Appeal Only. Women In Their 20s Are Fans Of HäAgen-Dazs’ New Products, However Interest In The Core Products Required Stimulation. This Demographic Is Very Receptive To Information And Utilizes Sns Constantly For Proactive Sourcing And Dissemination Of Information. In Order To Guarantee A Future Of Upward Sales, This Younger Demographic Fan-Love And Retention Rate Had To Be Increased.
The Execution:
This Was A Sns-Centered Web Campaign, Lasting From May To September 2016. We Categorized 11 Kinds Of Häagen-Hearts, And Named/Defined Each Category. The Campaign Content Was Spread Via Brand Website And Sns Only. With Häagen-Hearts Share-Ability Taken Into Account, Twitter And Instagram Were Selected As Sns Platforms Of Choice. Organic Subsequent Tv Pick Up Of This Content, Resulted In Further Sns Spread.
The Result:
Under These Market Conditions, New HäAgen-Dazs Products Would Garner Attention, However The Youth Consumer/Brand Relationship Was Showing Signs Of Weakening. This Could Be Seen In The Months Before Our Initiative Was Put In Place (The Jan-Jun 2016 Period), Where Sales Were Less Than 100% Yoy In Many Months. Feb=99%Yoy, Apr=90%Yoy, Jun=98%Yoy (HäAgen-Dazs Internal Sales Data 2016). This “HäAgen-Hearts” Campaign, That Engaged Younger Audience To Find Their Hearts And Share Through Their Channels, Which Resulted In Boosting The Sales By 137% Yoy.