Design > Communication Design
OGILVYONE WORLDWIDE, Taipei / DYNAFONT / 2017
Overview
Credits
Idea
“Negative energy” has recently exploded across Taiwanese social media. However, DynaFont believes, when people express themselves with text brimming with vitality, the world can be more wonderful.
Psychologists believe forming a new habit takes 21 days. So for 21 consecutive days, DynaFont wrote 21 warm greetings on 21 greeting cards, each designed with a distinctive font. Releasing them on Facebook, we encouraged people to fill cyberspace with positive energy. Starting from 2017/1/1,”21 Day Warm Greetings Campaign” served as a New Year’s resolution for people to welcome the new year with a warm and positive start. The content gained wide attention, and people were eager to share it. We also printed a limited edition of physical greeting cards as giveaways, spreading the goodwill from online into people’s real lives.
Execution
DynaFont dedicates itself to delivering the beauty of fonts by providing people with various font products. Therefore, the design elements of the DynaFont “21 Day Warm Greetings Campaign” were purely based on fonts.
Starting on the first day of the New Year holiday, we offered warm greetings using a different font every day on Facebook. DynaFont made good use of the wide diversity of its typefaces, expressing thanks to all the different people with whom we all interact in life. With a total of 21 Facebook posts, the program stirred a wave of activity, with internet users naturally sharing the greetings over and over. To bring the warm greetings into the real world, we decided to print a whole series of these refined greeting cards as gifts for the fans who took part in the campaign, breathing greater warmth into interpersonal connections both in the online and offline worlds.
Results
The entire campaign increased DynaFont’s Facebook engagement rate by 400% and the organic traffic by 360%. The content naturally touched people’s hearts and spread organically, fan numbers grew organically by 14.52% during the campaign, well in excess of the average. We followed this up with a prize drawing for physical greeting cards, receiving enthusiastic feedback from many fans. To extend the spirit of the campaign from digital to the real world, we printed a whole series of these refined greeting cards, gifting them to the fans who took part in the campaign.
In 21 days, DynaFont made good use of the wide diversity of its typefaces, expressing thanks to all the different people with whom we all interact in life. We breathed greater warmth into interpersonal connections, not only injecting dynamism and soul into every warm greeting, but also helping everyone to find a heartfelt expression for their deepest feelings.
Strategy
To make people realize the importance of fonts for conveying messages, we wanted to demonstrate the way of using the right font to say the right thing. Therefore, on Taiwan’s most popular social media platform, Facebook, we launched a digital marketing campaign employing the power of fonts to cultivate good habits. We released 21 greetings that each designed with a distinctive font to express 21 different topics, including greetings for classmates, colleagues, spouses, and etc. We attempted to make people in every stage of life can all resonate with our content.
Furthermore, DynaFont printed the “greeting cards” to make the warm words out of screen into the real interaction and warm the communication between people by passing the greeting card, taking the good vibes to the real world.
Background
DynaFont had long suffered from low brand awareness in Taiwan. DynaFont wanted to use social media to help more people relearn about this brand with its greatest strength: the rich variety of fonts they have made for Chinese characters, inspired people to express words with appropriate fonts, and made people experience the fact that fonts play important roles in conveying massages accurately. With the total budget of 2,800 USD, we released 21 greetings on Facebook for 21 consecutive days.
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