Pepero
Integrated Marketing (Production, Digital & Event)
Lotte
To increase brand awareness for Korea’s No.1 cookie stick.
Brand awareness is low for Pepero as Malaysian consumers tend to gravitate to its cheaper alternative, Pocky. We need to give Pepero a more premium positioning to differentiate it against competitors, and give consumers a reason to pay more.
We created a campaign that incorporates on-ground engagement, online content, and a contest to generate engagement. The prizes for the contest include a trip for two to Korea to highlight Pepero’s Korean origins, iPhones to establish its premium positioning, and products to drive sampling.
With just one video on facebook, we managed to rack up 8 million video views, 3300 shares, and more than 700 comments—successfully raising brand awareness.