Harbin Beer Media Ad - Derik Hendrickson
Description
Vocal Characteristics
Language
EnglishVoice Age
Young Adult (18-35)Accents
North American (US General American - GenAM)Transcript
Note: Transcripts are generated using speech recognition software and may contain errors.
Harbin beer wanted to celebrate its 120 year old birthday in its hometown. Our objective was to move consumers with great creatives and impact as many people as possible. The eruption of the pandemic, though, made things very difficult, but we found the answer to the challenge. Working with our consumers data hub, we used social listening data to analyze consumers behaviors and found a common denominator the massive exchange of blessings and good wishes among family and friends. This insight inspired us to switch our celebration focus from ourselves to our consumers lives. We created a highly futuristic 120 drones show that, among others, recreated the blessings that our consumers were sending through social media. We invited 100,000 local consumers, hyper targeted via social tagging to further exponentially eighth e impact. We found 2000 local micro influencers who had mentioned Harbin on tick tock and invited them toe livestream the event giving free Harbin beer to their fans. Results were outstanding. 360,000 people attended the show 15 times the average of a brand event. An instant social post sensation with three million impressions, 68% of them earned and number one hot topic of the day In Ticktock Brand power rose from 144 to an astonishing 222 points, and social listening reached new heights and powering Harbin's 120th birthdays. Virtual Falling Star campaign