Influencers event in Bangkok
Ricola wants to grow its business in the Thai market. While it has already launched the product in selected shops 7-eleven will become the major distributor in 2017. With the large network of shops Ricola is forced to be much better known by consumers and become the product of choice within a market of strong competitors such as Hals, Fishermen’s Friend and local products.
Based on an in depth analysis of the market and the product identity Enigma set up a holistic campaign linking on- and offine measures to increase awareness and interest for the product. A core element is a blogger event in Bangkok. Based on the analysis Enigma has known that the target group is well equipped with smartphones and can easily be reached online.
Enigma has analysed communication around the product in Thailand. It’s obvious that by now communication has been led by the brand and as a consequence consists of a strong corporate voice. This creates a distance to overcome by user generated and third party content. However, it’s common ground that people in Thailand and other Asian
countries are willing to engage with a brand. Therefore Enigma invited 40 bloggers for an event at the 5 star Muse Hotel in Bangkok.
At the rooftop of the hotel blogger have been introduced to the product in a playful and Swiss like way. Cocktails with herbs from the product,
games with a link to the brand such as a memory, Taler swinging, a Swiss tradition and a photobooth let blogger discover the Ricola universe. However, the star of the event was definitely and by purpose the product itself. It was presented well decorated and appealing in the middle of the installation. Nice mountains from cardboard offered a nice way for bloggers to take pictures of the boxes and packages. Enigma decided to not overuse the logo in the event decoration. Instead it used the hashtag #Ricola in a likeable way.
During the event a Thai master of ceremony gave the bloggers some inspiration on how they can make the most out of the event. She introduced the speakers and the herb expert from Ricola and in that way linked two cultures into one successful event experience. Further brand related objects like the Ricola mascot and the presence of Ricola’s and Enigma’s staff gave the event a welcoming atmosphere.
Bloggers were asked to post pictures on their social networks to their followers for they can win a gold nugget at the end of the event. They also were helped with information around the product and in case of any further question. All content that has been produced during the event has been supervised and analysed by Enigma to prepare the follow up amplification.
Over 140 content pieces have been created during the event. The influencers told the brand story from different angles which resulted in very diverse content. All the KPIs could be largely outperformed. Especially the high engagement was thrilling counting 2’800 average engagements per publication. The campaign obtained 215 million touch points and 2 million conscious interactions with the brand. As a consequence there was a high brand visibility in the target market.
STRATEGY: Martin Künzi & Olivier Kennedy
CAMPAIGN MANAGEMENT: Patrizia Lamprecht, Fiona Helle
DESIGN STRATEGY: Daniele Catalanotto
DESIGN: Tarin Yuangtrakul, Laura Fele, Yoann Vuagnoux
INTERIOR DESIGN: Livia Pollini
INFLUENCER MARKETING: Vivien Garnès, Marion Balinoff,
TRANSLATION: Kularp Hirschi