JOINT WINNERS IN THIS CATEGORY
The judges said – “Making the most of consumers’ messaging behaviour, this effectively raised the brand’s awareness and helped make it relevant to a wider audience.”
The campaign smartly chose LINE Giftshop as the most important partner to enhance Ferrero Rocher’s Gifting image. The campaign also helps Rocher create an E.C. channel in an instant messenger app.
Fast-changing digital evolution and strong E.C. growth have created more uncertainty for low involvement products like snacks. Rocher would like to build up the easiest way to transfer the gifting intent to actual sales. This campaign makes the gifting process transcend time limitation and hassle-free. All the gifting purpose shall not stall or be forgotten; people can send the gift to others ANYTIME! EVERYDAY!
The judges said – “Leveraging the messaging apps with a branded GIF campaign, this brings visual communication and emotional expression to the mobile experience.”
Dunkin’ Donuts partnered with Tenor (www.tenor.com), the largest mobile GIF search engine, on a branded GIF campaign to connect with mobile audiences during Halloween. This campaign allowed Dunkin’ to become the conversation in mobile messaging apps, reaching people in an authentic, engaging way and achieving stellar results.
With more than 300 million users, Tenor powers GIF search within apps like Whatsapp, Facebook Messenger, iMessage and Google Gboard, and Tenor’s #1 GIF-sharing app on iOS, GIF Keyboard.
Dunkin’s branded GIFs leveraged seasonal trends and savvy use of internet culture to engage mobile audiences, leading to GIF share rates far above average.
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