Oishi needs to sell its new KrakenShark chips and build a younger brand image. We found young people have the habit of eating chips when playing games. By innovating a new “game chips” product concept, we established a strong connection between chips and games, and made KrakenShark own an important occasion of young people's life. We take good advantage of popular digital and social platforms. 1 million’s small budget achieved thousands of millions of advertising effect. In three weeks, the total impression reached 159 million, with a total engagement of 994,000, and the monthly online sales volume increased by 2200%.

Clients positioned this campaign as a trial since it is a new product, so there were no numerical objectives. Online channels are still new for the client and offline takes a bit of time to pipeline. The client did not put an exact volume sales KPI as this also relied strongly on distribution and effort of sales department.

Oishi’s marketing objective for this campaign was raising consumer’s awareness and consideration for purchase online. For long term, this will be a key product in changing consumers’ impression that Oishi is an "old" brand.

Communications strategy: Break the traditional way of communicating tastes and shapes, and firmly bind the potato chips and games together.

Communication content: 9 low-cost advertisement videos were launched in the form of serial drama, and the plot continued to reverse to surprise consumers continuously. In this way the video can better attract young consumers and create public discussion.

Communication channel:

1) Considering young consumer’s preference, we select several UP hosts (life, games, food) on Bilibili to release the series video and introduce the products. It is one of the biggest platforms where young people gather, interact, and generate great amount of UGC.

2) Invited celebrity Wei Daxun, who has strong connection with e-sports to announce our new products. In the same period, we invited 9 KOL in the game industry to post our videos on weibo, which became a heated topic in the e-sports circle.

3) Offline, we cooperated with Wanyoo internet bar. We held a promotional activity that if you do well in the game, the Kraken chips will be given as a gift. The activity was held in 120 Wanyoo netbars and more than 550 bars nationwide launched the game style KV.

Oishi - Kranken Shark

CREDITS

Ruby He

Zhang Lei

Paras Zhang

Zhang Chao

Sarah Guo

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