Sting, an energy drink brand of Suntory PepsiCo Vietnam Beverage (SPVB), has launched an advocacy campaign in the country with the help of Malaysian agency Advocacy and Mindshare Vietnam.
In addition to supporting the brand via traditional advertising, Sting decided to complement the campaign by launching a Word of Mouth (WOM) aspect amongst consumers to extend and expand the brand’s appeal organically. Empowered by a gamified engagement platform, Sting turned its existing self-expressive youngster consumers and recruited them into brand advocates to trigger WOM. These individuals were engaged through digital platform with a gamified mission journey where if they completed missions, they earned points and redeemed rewards.
According to the agency, the campaign generated an array of real-life user generated content that was shared by the consumers translating to a high value of earned media. The campaign generated 31,504 actions by advocates for Sting Brand and also had over 4,633 authentic user generated content collected. There were also 4,212 organic social postings done by the advocates.
Vo Hoang Viet, the marketing manager of SPVB said: “I believe Advocacy is very right thing to do as a strong engagement platform to our daily consumers out there. And I am extremely pleased to see the Stinger’s participating and engaging with the brand”.
Mahesh Neelakantan, COO of Advocacy Malaysia added: “We are truly excited to not only be able to trigger WOM and engagement for Sting, but to also be able to identify advocates for the brand who love and advocate Sting."