Background and aim
Nestlé-owned Bear Brand developed a high-calcium powdered milk product for adults, called Adult Plus. Knowing the challenges around getting working adults to drink mik, the brand sought a way to make the product relevant to its target demographic and increase sales.
Bear Brand decided to partner with the hit television and music phenomenon AlDub, a couple that conducted their relationship and courtship through songs and a variety show to the delight of millions of Filipinos. It is particularly popular with the brand’s target market of young, working adults.
The company took to its Twitter account @BB_AdultPlus to engage its audience. It created a television advert and ‘behind the scenes’ video featuring AlDub’s Alden Richards and Maine Mendoza. The content focused on the couple’s musical romance and positioned Bear Brand Adult Plus as the perfect fuel for a busy young worker’s life.
Using promoted tweets and the promoted trend #AldenMaineForAdultPlus, the brand used Twitter’s content discovery platform to complement the television campaign.
It also employed targeting based on keywords — such as #aldub and #aldubnation — usernames and interest to disseminate its message to working adults across the Philippines. By targeting usernames, Bear Brand could reach followers of influencers that were fans of AlDub, thus significantly extending its engagement.
The @BB_AdultPlus team monitored Twitter conversations around the brand throughout the campaign, and responded to all comments and direct messages. This increased engagement and meant users had a positive social experience with the brand.
The campaign significantly raised the profile of Bear Brand Adult Plus. It earned more than 5.2 million impressions for a single tweet, and saw an 8.3 percent engagement rate through its promoted trend. It also won more than 9.1 million hashtag impressions.
Eloisa Adoptante, digital manager at Zenith Optimedia, which partnered with Bear Brand for the campaign, said: "This was our first time using Twitter for a marketing campaign. The Dashboard gave us valuable information so that we could follow how many mentions we were getting each day of the campaign.
"Promoted tweets helped us reach more people and significantly extended the lifetime of the campaign. Twitter gave us some great suggestions on targeting options."
Digital Manager: Eloisa Adoptante, Zenith Optimedia
Digital Buyer: Bridgette Anne De Leon, Zenith Optimedia
Associate Account Director: Cris Partosa, MRM
Senior Account Manager: Yvette Tan, MRM
Consumer Marketing Manager: Jasmine Maniquis
This article first appeared on campaignasia.com.