In its latest campaign, dairy brand Dutch Lady is banking on its employees to push its brand.
According to Dutch Lady, the employee advocacy campaign is an addition to the normal marketing campaign that Dutch Lady was undertaking to engage with their consumers.
The six-week-long campaign, led by Advocacy Asia, garnered over 2,000 actions (actions include trial, feedback, ideation, creating and sharing) from the advocates, with over 1,400 unique pieces of content generated and created by employees and shared with their own friends and contacts in their own social networks.
Its employees went on shopping trips, threw Dutch Lady Chocolate Drink house parties, and even started pop-up booths to promote the drink to their friends and neighbours.
Calling the programme ‘Chocolate Champions’, the company said that its own people would be the most “committed and enthusiastic ambassadors”.
“The programme was designed as a structured journey – A journey of missions aiming to engage and enrich the lives of the employees while instilling brand affinity and loyalty for our latest product, the Dutch Lady Chocolate Drink in each and every one of the employees,” Anja Henze, marketing director at Dutch Lady Malaysia said.
One of its employees, Hasni bt Hasnan, said: “The programme gave us very interesting challenges and activities that were fun to do with colleagues. This helped to strengthen our relationship whilst learning informative tips and tricks which helped me in my quest of ensuring my family’s health,” she said.
Below are the photos from the campaign.