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Crack It Open: How to Become Famous Online by Yell's Eggfluencer

22/02/2023
Advertising Agency
Bangkok, Thailand
137
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Yell Advertising enlisted the help of Thai actor and singer Billkin-Putthipong Assaratanakul for an innovative marketing strategy

A Simple Boiled Egg, How to Make It Unique? 

Marketing communications are essential for adding value to product presentations, in addition to conducting promotions or identifying new selling points.

CP boiled eggs are a well-known product with a convenient selling point, but what can we do to get people to eat boiled eggs regularly? To persuade those who have never had tried it before to eat and repeat purchase?

Aside from the ease of purchasing and eating, CP’s marketing team gave us the challenge of communicating it as a “protein”. 

Several research studies have found an increasing trend in the consumption of protein products in conjunction with exercise. And the growing health-conscious attitude of modern people, including the important problem of Thai teenagers, is "not eating breakfast." 

From Presenter to Behavioral Change

For this campaign, Thai actor and singer Billkin-Putthipong Assaratanakul was the ideal presenter. He is a thought leader with a good image, health-conscious, and well-rounded which makes him a perfect choice for crafting creative content. We armed him with the 21-Day Habit Theory from the book Psycho Cybernetics, which states that if you continuously do something for at least 21 days, it will become a new habit. 

The concept of this campaign was for Billkin to invite fans to eat boiled eggs for breakfast for 21 consecutive days, so that the target group would make eating CP boiled egg products for breakfast a habit! 


How to make “Boiled Egg” effective? 

Good ideas frequently fail due to a lack of consumer behavior understanding. However, choosing a method that maximizes benefit was crucial in this campaign, so we began with a TVC and a music video with catchy lines (Ear-worm Strategy) to make it memorable. 

Furthermore, we are planning online social media activity in which Billkin invites his fans to have breakfast by asking them to participate in activities and become Billkin's special guest at a Meet & Greet Event, as well as handling IMC communications across all channels. 

This campaign was successful because it encompassed all the right elements, such as a good brand, a modern selling point, the right presenter for the target audience, comprehensive media, and an understanding of the context of each platform, all combined to deliver Creative Effectiveness in this campaign.


Ready to eat RESULTS

  • 30% sales increase during the campaign, with numerous consumers continuing to purchase afterwards
  • 1,200 participants in the 21-Day Challenge Campaign
  • 50% of participants have changed their habit and regularly have breakfast
  • No.1 hashtag #StartTheDayWithCPEgg
  • 30 million YouTube views



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