Brief:

Pocky’s brand awareness is high, but repeat purchase rate is lower than competitors. The objective of this campaign was to increase repeat purchase rate by making more fans in efficient way with limited budget. Thus, to increase sales.

Idea:

Happy Pocky Faces! We created innovative device made of over 1300 Pocky packages. When you stand in front of this device, it captures your facial expression or poses and create the image with packages in real time. Young people in China love taking selfies. This device allows people to take unique selfie. Thus, we made their SNS communication more enjoyable.

Result:

15,000 people participated to this event on 6/16-21 at Shanghai Laifushi Plaza and 11/7-11 at Beijing Dongfangxintiandi.The video was played over 12 million times on Youku and Iqiyi. It ranked in Weibo’s hottest topics top 5, and 93 million people read the article. Followers of Wechat increased to 34,000. We vitalized communication among young people, and created presence for Pocky in young people’s life.

Event participants: 15,000 people

Video: 12,000,000 views

Weibo: 93,000,000 page views

Weixin fan: 34,000 up