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#MARKiesAwards MY 2021 highlight: Wing Heong gets consumers debating about 'bak kwa' and 'rougan'

#MARKiesAwards MY 2021 highlight: Wing Heong gets consumers debating about 'bak kwa' and 'rougan'

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Bak kwa (Chinese dried meat) is a popular snack during Chinese New Year and Wing Heong Food Industries, one of the popular bak kwa brands in Malaysia, wanted to raise awareness about the brand and make itself relatable to consumers, including those from the younger generation. Instead of doing usual digital ads, it put a creative twist to it by getting consumers to debate which was the more popular term for Chinese dried meat - bak kwa or rougan. Done in collaboration with Social Grooves, the campaign stirred up significant chatter among consumers and led it to be listed as a finalist for Most Creative - Customer Engagement during A+M's MARKies Awards 2021.

Challenge

Wing Heong Food Industries, one of the pioneers of bak kwa (Chinese dried meat) in Malaysia, planned a campaign launch for Chinese New Year to celebrate the special occasion. Bak kwa represents a time-honoured tradition. Due to its red colour, it is considered auspicious in Chinese tradition, symbolising luck, wealth and prosperity. Hence, bak kwa is a staple during Chinese New Year, offering Wing Heong the opportunity to create brand awareness.

However, the team had to decide on the "correct term" to use, given that "bak kwa" originated from the Hokkien dialect while "rougan" came from the Mandarin dialect. After several rounds of back and forth, the team, along with Social Grooves, decided to tap on the public to unravel the most commonly-used term for Chinese dried meat. As a result, the campaign idea was born.

This idea offered Wing Heong the opportunity to start a conversation around its product, therefore, fulfilling the key objectives for the campaign which was to generate social media content talkability and shareability within the target audience.

Strategy

The Challenge Of The Decade: #TeamBakkwaVSTeamRougan campaign ran from 25 December in 2019 to 29 February last year and mainly targeted consumers aged 25 to 45 years old. To develop a strategic approach, Wing Heong and the team took into account various factors such as goals, resources and target audience. To ensure everything was in place to develop a truly effective strategy, Social Grooves delved into the details behind their past marketing strategies - from target audiences to their behaviours. This was done to come up with the best possible solutions that could be implemented for the campaign.

The creative idea for the campaign came from the passion people had when it came to their favourite traditional foods. Taking this into account, the team developed a strategy that would encourage and influence people to get involved and at the same time drive brand awareness and increase sales for Wing Heong. According to the team, the best way to do this was through KOLs.

The Challenge Of The Decade: #TeamBakkwaVSTeamRougan campaign was conducted through a microsite where users were able to enter and participate in a polling contest. To further drive entries and offer incentives, participants stood a chance to win a prize, through entering the contest. At the same time, it also worked with JinnyboyTV to include a collaborative video campaign to gain traction for the contest, as well as an opportunity to drive awareness for the contest through the hashtag #BakkwavsRougan.

The video had a Bitly link for viewers to enter and participate, allowing the team to reach its goal of increased engagement for Wing Heong. Additionally, the hashtag would be used across social media platforms to reach existing Wing Heong fans and target potential Wing Heong fans.

Social Grooves further implemented the use of targeted parameters in its strategy to reach a broader community network. This was done through the use of Facebook ads, Instagrams ads Google ads and YouTube pre rollouts. It also used content generated by PR packages sent by Wing Heong to popular influencers and food bloggers, to create new content for Wing Heong socials. These were crucial in increasing the brand's following and prominence in the market.

The final strategy included EDM marketing to target potential customers. The strategy was geared towards staying top of mind for consumers. EDMs were sent to participants who submitted entries to its contest, serving as a way for the brand to generate leads.

Execution

The team carried out a video campaign in collaboration with Jinnyboy TV titled "FOOD WARS! Bakkwa Fighers! - CNY 2020", which showcased a comedic argument between influencer Jenn Chia and Fabian Loo. This gave life to the #BakkwavsRougan hashtag used across social media platforms which enabled the team to track the campaign's success and monitor the talkability and shareability of the campaign.

Leveraging Jinnyboy's following and his approachable, relatable and laid back personality, the team also created a contest geared towards a poll that sought to find out what the correct answer was. According to Social Grooves, the campaign's success was reflected in its top post being the Jinnyboy TV "FOOD WARS! Bakkwa Fighters! - CNY 2020" video.

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To further enhance Wing Heong's goal, it also pushed out a gift box from Wing Heong worth RM188, which were made available to consumers who placed an entry in the contest. This offered the audience not only relatable content but also with the motivation to get involved.

The use of polls was executed through a Facebook contest microsite, where Social Grooves created landing pages through which the audience could enter the contest. This was an effective way to boost engagement on its intended channels - Facebook, Instagram and YouTube. The Wing Heong gift box also created urgency and desire for consumers to get their hands on Wing Heong products.

To ensure it was maximising reach, it generated individual Bitly links which were sent to KOLs and food bloggers who also received PR packages from Wing Heong to track their link clicks.

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During the execution period, Social Grooves created a total of 49 posts on Facebook and Instagram from 1 to 29 January last year. During the campaign, Wing Heong garnered more than 4.4k Facebook bans and 150 Instagram followers organically. It also sent out 546 emails to users with abandoned carts as part of its EDM marketing strategy. This was done to nudge users into checking out.

Results

The campaign delivered more than 1.7 million impressions on Wing Heong's Facebook and Instagram and more than 9k clicks. Engagement also exceeded 51k and Facebook video views surpassed 266k. Meanwhile, its YouTube ads had 2.2k unique viewers and 3.6k impressions. Website traffic also did well, with 57k new users and 303k page views.

According to the Wing Heong marketing team, Social Grooves understood what the market wanted and the campaign led to a significant sales increase over the past year. "Most marketing agencies provide you with a one-stop solution for your brand, but it may not work like you would hope because the agency may not excel in all its listed expertise. But, that is where Social Grooves stands out from the others. Its soul is its passionate team that has mastered most fields," Wing Heong said.

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