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THE CROWD-SAUCED AD

LEO BURNETT SHANGHAI, Shanghai / UNI-PRESIDENT SOUP DAREN / 2022

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Overview

Credits

Overview

Why is this work relevant for Social & Influencer?

We created the Crowd-Sauced 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 group - GenZ. There are 81M fans in his social media account in Sina Weibo.

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

The Unfinished AD

First-ever user generated TVC made by thousands of Chinese GenZ.

An unfinished 3D-animated commercial was officially released. With rumors 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

The celebrity Wang Junkai who is a famous singer and actor 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 GenZ's attention and enhance the engagement rate.

Describe the execution

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 rumors 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.

List the results

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+

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