Bonsey Jaden - Best Practice Social Campaign, June Report 2019

Best Practice
Social Campaigns
June Report 2019
GIF by Megan Motown ©

2
Objective
Inspire brand builders with monthly inspiration and insights from
regional and global social campaigns.
How
+ Reviewing key trends and topical themes
+ Social platforms updates

3
June Report Agenda
#1
Fathers Day
San Miguel / Durex / Mcdonald’s /
Budweiser
#2
Pride Month
MasterCard / Pantene / Levi’s
#3
Stranger Things
Baskin-Robbins / Burger King
#4
ICC Cricket World Cup
OPPO / Uber
#5
Things to Lookout For
Platform Updates and Trends
#6
Key Learnings &
Recommendations
Actionable Next Steps

4
Key Topics + Trends in June
FATHER’S
DAY
PRIDE
MONTH
STRANGER
THINGS
ICC
CRICKET
WORLD
CUP
THINGS TO
LOOKOUT
FOR
All images and GIFs belong to the rightful owners.

5
Top 4 Must Reads
Click the links below to read on.
BUDWEISER SAN MIGUEL MASTERCARD OPPO

6
Father’s Day
01.
6
GIF by Hallmark Licensing, LLC © Hallmark Labs, LLC

7
(Thankfully) Father’s Day campaigns are
going beyond the ‘tie and sock’ gift
package.
Find out how these brands made their mark by going beyond the traditional themes of
Fatherhood.

8
FATHER’S DAY
San Miguel Beer: Unusually Usual
Father’s Day Gifts
Overview
‘Oh great, another tie’... or a beer lover’s best kept secret?
San Miguel turned the predictable into the unpredictable. ‘Unusually
Usual Father’s Day Gifts’ is a surprise and delight campaign turning the
uneventful pen, tie or photo frame into a San Miguel drinking partner.
Kicking off with a video showing grateful (yet unimpressed) fathers
receiving another tie or ‘best dad’ trophy, we later discover these gifts
are inconspicuous beer drinkware. The social post has since gained
163k views, 3.5k reactions, 235 comments and 856 shares on
Facebook.
The campaign was supported with a UGC competition, where winners
won these unique gifts.
The mechanics:
1. Take a selfie with your dad and a bottle of San Miguel Pale Pilsen.
2. Upload with the hashtag #WalangIwanan at the comments section.
Key Takeout:
San Miguel Beer leveraged the expectation of ‘usual’ Father’s Day gifts
and developed a unique branded opportunity. 8
.PHILIPPINES.

9
FATHER’S DAY
Durex: Father’s Day Greeting
Overview
“Father’s Day? Just another day for me!” said the Durex
loyalist.
Durex posted a Father’s Day greeting card reinforcing its core
product proof point: Contraception.
The witty post also included a CTA link which directed fans to check
out their new Mutual Climax Condoms on their online store.
The post garnered 9.7k reactions, 223 comments and 162 shares on
Facebook and 21.5k likes and 92 comments on Instagram.
Consumer sentiments acknowledged the brand’s creativity and
humor that they’ve always tried to reflect through their content.
Key Takeout
Durex uses its trademark witty humor to specifically talk to the
majority of their target audience, which are predominantly males
who don’t want or are not ready to have kids.
9
.INDIA.

10
FATHER’S DAY
McDonald’s: #LoveKitaPa (I
love you, dad)
Overview
A dad’s universal love for his kid starts with a hug.
McDonald’s released a video titled “Love Kita, Pa” that featured
dads carrying their kids in different scenarios.
The video’s soundtrack was a child’s cover of Rico Blanco’s Your
Universe - which further added to the video’s emotive factor as the
lyrics talk about being carried by a loved one.
The post garnered 388K others 11K Comments, 92K Shares, 13M
Views on Facebook and 9 million views on Youtube with fans even
uploading photos of themselves and their dad in response to the
video.
Key Takeout:
To most dads, actions speak louder than words and sometimes, all
a child needs is a father’s hug. McDonalds tapped into this
nostalgic insight to develop a campaign consumers could easily
relate to.
10
.PHILIPPINES.

11
FATHER’S DAY
Budweiser: Fathers Who Step Up
Overview
Fathers beyond blood.
Budweiser wanted to celebrate stepfathers and the special bond
between stepfather and stepchild.
A video, titled ‘For the Fathers Who Stepped Up’, published on
Budweiser’s YouTube channel featured longtime stepdads and
stepchild sharing stories about their journey and relationship.
The climax of the video is revealed when the stepchild formally asks to
make their adoption official. To promote more stories, Budweiser
encouraged their audience to share in the comment section of the
video and donated $1 for each story to the Stepfamily Foundation, a
nonprofit organization that supports blended families. The post
garnered 3.3 million views on Youtube.
Key Takeout:
The best family bonds may also be fostered by non-biological family
members. Budweiser used their brand platform to celebrate men who
rose to the occasion and owned their role as fathers.
11
.UNITED STATES.

Prepared by Bonsey Jaden 12
02.
Pride Month
GIF by Julie Campbell ©

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Pride month is not just a rainbow-
fest.
See how these brands have truly shown their commitment towards inclusivity for the
LGBTQ+ community.

‹#›14
PRIDE MONTH
MasterCard: Acceptance Matters
Overview
Being accepted? Priceless.
Stigma, discrimination and social exclusion are some of the few
experiences the LGBTQIA+ community faces on a regular basis.
MasterCard saw Pride Month as an opportunity to advocate for social
acceptance via an integrated campaign including a product proof point.
MasterCard launched an ‘Acceptance Street,’ sign installation with over
10 labels the community can identify with from Lesbian, Trans to Non
Binary.
Furthermore, at a panel discussion with the New York City Human
Rights Commission, MasterCard revealed ‘True Name Cards’. This
enabled LGBTQIA+ individuals to obtain a bank card with their preferred
name on it, a massive step forward for particular those who are
transgender or non-binary.
Key Takeout
MasterCard recognised the need for acceptance, a common pain point
of LGBTQIA+ individuals. To promote inclusivity, they challenged
industry norms by making the ownership of credit cards more inclusive
for the LGBTQIA+ community.
Campaign Launch: 29 March 2019
Markets: UK
Channels: Facebook/Instagram/Twitter/Youtube
.UNITED STATES.

‹#›15
PRIDE MONTH
Levi’s: Pride Month Pins
Overview
Levi’s partnered up with Snapchat to introduce a new app filter to
market the New Pride Collection.
For the month of June, Levi’s released six limited-edition Pride themed
pins and patches for sale at their stores and Snap store - which allows
fans to try on the merchandise through Snapchat’s in-app filters.
All purchases from its Pride Collection went to OutRight International, an
LGBTQ advocacy group.
Mechanics
1. Users can unlock a special 24-hour ‘Pride Lens’ by scanning a
Snapcode at 1 of 30 Levi’s locations or by receiving a Snapcode from
friends.
2. With the Pride lens, users can try on a denim jacket in two different
shades, and customise between six different pins or patches.
3. Customers can then order it via the app and share their creation on
Snapchat.
Key Takeout
Levi’s x Snapchat bridges social, digital and retail to engage users of the
younger LGBTQ+ friendly demographic by enabling them to be allies of
the community. Campaign Launch: 29 March 2019
Markets: UK
.UNITED STATES.

‹#›16
PRIDE MONTH
Pantene: Don’t hate me ‘cause I’m
#beautifuLGBTQ+
Overview
Celebrating the diverse LGBTQ+ community with the same
passion and freedom of expression we take with our hairstyles.
Pantene kicked off their campaign with a Facebook video featuring the
LGBTQ+ community rocking along to Keri Hilson’s hit song, ‘Pretty Girl
Rock’.
The video featured lyrics that goes: “Don’t hate me because I’m___”
with the blank filled with identifying words like ‘non-binary’ and ‘trans’. It
ends with the blank being filled with ‘beautiful’, the original song lyric.
This campaign was followed by a KOL strategy featuring influencers
sharing personal stories of owning their identities and hair styles
across Pantene’s social feed including Instagram.
Key Takeout
Pantene saw an opportunity to celebrate and relate to the diversity and
freedom the LGBTQ+ community has within their category -haircare.
Although there was a lack of direct product association, the brand
campaign proved Pantene to be a key brand advocate for Pride month.
Markets: UK
.UNITED STATES.

17
Stranger Things
03.
17
Image by Netflix ©

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Stranger Things is a sci-fi TV
series popular with millennials
due to its 1980s pop culture
references that are reminiscent of
their childhood.
The fan favourite has amassed countless millions of views*, making it a hit. See the
Upside Down brought to life through brands’ experiential activations and limited edition
only themed products that have helped capture their key target audiences.
*Sources:
https://www.hollywoodreporter.com/live-feed/stranger-things-2-ratings-nielsen-claims-huge-netflix-audience-1054372
https://variety.com/2016/tv/news/stranger-things-tv-ratings-netflix-most-watched-1201844081/

19
STRANGER THINGS
Baskin-Robbins: Stranger
Things Flavours
Overview
Stranger Things are happening in Baskin-Robbins.
Baskin-Robbins announced its line of Stranger Things-inspired ice-
cream flavors on social before the release of the latest season.
These themed products were promoted through a series of Stranger
Things themed product posts on Facebook and Instagram -
garnering over 250k video views and 1000+ comments.
Available across F&B outlets in the US, the flavours are named after
famous Stranger Things characters. E.g. Demogorgon Sundae,
Eleven’s Heaven, Upside Down Pralines and more.
Selected Baskin-Robbins locations around the US will even be
decked out to look like Scoops Ahoy, the ice-cream shop that is
frequently featured in the show.
Key Takeout
Baskin-Robbins uses its brand heritage to associate themselves to
the 1980s setting portrayed in Stranger Things. Its quirky brand traits
would also appeal to viewers of the show with its unusual storyline.
.UNITED STATES.

20
STRANGER THINGS
Burger King: Upside Down
Whopper
Overview
Burger King joins in on the Stranger Things hype with its new
Upside Down Whopper.
Burger King released a video that mimicked the show’s intro-reel to
announce the launch of the Upside Down Whopper -literally the
same burger, served upside down.
Apart from temporarily changing its social media profile picture to an
inverted Burger King logo and rolling out themed promotions, the
brand further stuck to the show’s theme by only offering the limited-
edition burger in 11 locations - a reference to ‘Eleven’, one of the
main characters in the show.
The launch video garnered over 100k views 700+ comments across
Facebook and Youtube.
Key Takeout
Burger King continues to make their hero product, the Whopper,
relevant through its topical product releases.
.UNITED STATES.

22
Nothing unites the world more
than sports - and the 2019 ICC
Cricket World Cup is no different.
With more than 1 billion fans globally*, it’s no surprise that brands are rising to the
occasion to celebrate the well-loved bat-and-ball game. Watch how brands have
redefined cricket fans’ unity through a UGC-sourced cheer and a song composed out
of a billion over heartbeats.
*2018: Global market research statistics published by ICC: https://www.icc-cricket.com/media-releases/759733

‹#›23
OPPO India: Billion Beats
Overview
How a telco unified a nation’s heartbeat into a song in support for
Team India
OPPO’s ‘India Give Your Heartbeat’ campaign capitalised on India’s
passion for cricket as a nation. The unconventional UGC campaign
invited fans to share the sound of their heartbeats through the OPPO
Billion Beats Mobile App to create a team song titled ‘Jeet Pe Apna Haq
Hai’ (The Win is My Right).
With the song as the soundtrack, the brand released a video that
highlights Team India’s Cricketers using the OPPO Reno 10x Zoom.
Mechanics
1. Download the app.
2. While on the app, user places their finger on the camera light of
the smartphone for a few seconds to register a pulse reading.
3. Every pulse is built scientifically with a transverse wave that
provides a faint sound of a dab. This dab will be amplified
through as a beat and will then be added to the song.
Key Takeout
OPPO leveraged its product capabilities, whilst unifying a nation’s shared
passion point to create a unique piece of UGC content that they can
proudly stand behind by.
Markets: UK
.INDIA.

‹#›24
Uber x ICC
Overview
Uber teams up with ICC to unite its fans with cheers and rides.
As the official sponsor of the ICC Men’s World Cup, Uber’s ‘This World
Cup, Every Fan Wins’ developed a global campaign engaging all eight
participating countries. This includes the World Cup’s inaugural anthem
‘Way-O, Way-O’ in India and #MovingFansForward campaign in
Pakistan, India and Bangladesh.
Excitement extends to countries like South Africa, where Uber Eats food
delivery discount codes are distributed when SA wins a match while
Australian fans are encouraged to post a video of them packing their
essentials into an Uber Eats bag to score trips to catch the game.
Global Initiatives
Way-O Way-O Anthem - India
The World Cup’s first ever anthem exemplifies the excitement of cricket
lovers by giving them a unified voice to spread cheer and thereby bring
fans closer together for the game they love.
To create this, fans are asked to submit a voice note of their cheer on
Facebook and Instagram and for a chance for the cheer to be played in
the stands at ICC #CWC19 in England, during the match. Campaign Launch: 29 March 2019
Markets: UK
.GLOBAL.

‹#›25
Uber x ICC
#MovingFansForward - Pakistan, India, Bangladesh
To keep the audience engaged throughout the World Cup, Uber ran a
campaign to encourage fans increase their Uber usage for a chance to
win signed merchandise and a trip to the World Cup .
Uber users can score ‘runs’ for every ride they take on the ride-hailing
app, which can be accumulated to win prizes, including a match
package for the World Cup in England.
Mechanic
1. Ride with Uber as frequently as possible to score runs from 13th
May to 14th July, 2019
2. Users with 20 runs or more, within a specific time period will be
qualified for a chance to win different rewards, including ICC
Cricket World Cup match packages and ICC merchandise.
3. Eligible participants will be chosen as winner at random.
Key Takeout
Uber leveraged on World Cup being a large consumption moment,
building demand for its products and services to connect with their global
fans through a unifying passion point.
Markets: UK
.INDIA.

‹#›
THINGS TO LOOK OUT FOR
Instagram Releases Branded
Content Ads
Overview
Leveraging influencer content for Instagram Feed Ads.
Instagram is rolling out branded content ads - allowing brands to
leverage on the organic content created by the influencers they’ve
partnered with.
Influencers will need to grant business partners (brands) to promote
their posts as an ad. Afterwhich, businesses will be able to see the
posts on Ads Manager, under Existing Posts, and run the ad as a
sponsored Instagram feed content.
Key Takeout
Brand and influencer partnerships are increasingly becoming more
vital for social campaigns, especially for the FMCG market. Promoting
content directly from the influencers’ handles has a more authentic
appeal to consumers. Instagram’s new feature also provides
advertisers much more control over how the content is promoted.
Source: Instagram
Benefit Cosmetics and Old Navy accounts

‹#›
Improvements to Instagram
Profile Design
Overview
Succinct bios and more focus on IGTV and Shopping
Instagram is introducing a new profile design layout to better serve the
needs of those for whom Instagram is an integral part of their lives.
The updates apply to all profiles (business, personal and creator)
(a) Bios in header will be collapsed after 4 lines, with expander option
to read more. This is to make the profile a more expressive surface.
(b) For a more immersive home for all Instagram surfaces, new profile
tabs for IGTV and Shopping will be introduced to accounts with such
content.
(c) Buttons above the grid will be flexible and allows for horizontal
swiping, for easier navigation between tabs.
(d) Grid and timeline (“feed scroll”) view of posts are combined into a
tab but no changes will apply to the existing published posts on profile.
Previous Profile Design
Refreshed Profile
Design

‹#›
Improvements to Instagram
Profile Design
Key Takeout
(a) Instagram is offering a more seamless browsing experience, with
toggling between tabs easily done by swiping, possibly reducing time
and effort to navigate.
(b) Instagram profile bios should be kept short and succinct, as bios
will be collapsed after 4 lines, unless a user expands it.
(c) With a dedicated tab for shopping, it increases the visibility of
products on available for purchase. Hence, encouraging brands to
drive conversion on the application.
(d) Brands and content creators should consider pushing IGTV
content, given that IGTV is much more accessible and noticeable via
the dedicated tab.
Bio will
collapse after
4 lines
Dedicated
IGTV tab
Dedicated
shopping tab

‹#›
Facebook Avatars rolling out as
early as 2020.
Overview
The upcoming Facebook Avatars allow users to create their
cartoon look alikes.
Facebook Avatars are realistic user-generated characters that are
used for comments, messaging and potentially post reactions. This
platform functionality has been gradually made available to users in
Australia, with a global roll out planned for as early as 2020.
These characters are designed to be realistic and includes diverse
skin, hair colours, as well as clothing options. There are also talks of
sponsored clothings to be featured in Facebook Avatars too, providing
an opportunity for marketing.
Key Takeout
Brands can leverage on the feature when available, ie: sponsored
clothings, which gives an opportunity for fashion and retail brands to
engage KOLs for potential partnerships - getting KOLs’ to dress their
avatars in branded clothing.

‹#›
THINGS TO LOOK OUT FOR (HONOURABLE MENTION)
BOSCH Singapore: The Legit
Dream Kitchen contest.
Overview
BOSCH brings to life the idea of creating your own dream kitchen
using GIPHY stickers on Instagram Stories.
Bosch Home Appliances Singapore launched a Instagram Stories
campaign, titled “The Legit Dream Kitchen” aimed to challenge users
to design and build their ideal kitchen using branded GIPHY stickers.
After choosing a floor plan from the options available, users were
tasked to decorate their dream kitchens with the stickers, as
demonstrated on the right. This offers a fresh, fun and intuitive way to
engage their millennial audiences, with the lucky winner walking away
with incentives worth $14,000.
Key Takeout
Opportunity for brands to establish their own branded stickers on
GIPHY, which can potentially trickle into always-on engagement
content or campaign activation.

33
Going Beyond
Traditional Norms
Flipping the coin on the usual
tried-and-tested route on
campaigns have truly helped
brands’ fans sit up and engage
meaningfully in personal or
charitable ways.
Eg. San Miguel, Durex,
Budweiser.
Community Unification
& Identity Celebration
Brands are leveraging their
platforms to advocate for the
unification and celebration of
communities; from national
identity, personal identity
preference through to sharing
common passions.
Eg. Pantene, Mastercard, OPPO
India.
The Experiential
Approach
Brands are reinventing
consumers’ experiences through
offline activations and social
media for a multi-layered
approach to build its personality
and reach new audiences.
E.g. BOSCH, Baskin-Robbins,
Levi’s.
Key Learnings from June

34
Top 5 Recommendations
Keep Instagram
bios short and
succinct.
To avoid your bio from
collapsing after 4 lines
and to ensure that your
message is
communicated as a
whole.
Develop a KOL
plan for effective
branded
Instagram
content ads.
Engage visual content
creators to create high
quality visuals that best
represent the brand.
Leverage on
brand’s
personality for
topical days.
Understand how to
bring out your brand’s
personality, whether it is
bold, playful or
purposeful, on topical
days to increase
relevance.
Use campaigns
and activations
to foster
communities
and unity.
Celebrate the nuances
in life by utilising your
brand as a platform for
passion sharing.
Offer interactive
experiences to
pique
consumers’
creativity.
Give consumers a
reason to express their
creative juices - by
offering a platform that
allows them to freely
express their
imaginations.

35
NIGEL SEYS-PHILLIPS
General Manager
Malaysia
nigel@bonseyjaden.com
APOLLO ANGCO
Regional Sales Manager
Malaysia
apollo@bonseyjaden.com
LIZBETH PAL
Regional Social Lead
Singapore
liz@bonseyjaden.com
ISABELLA SIM
Social Media Manager
Singapore
isabella@bonseyjaden.com
ERIC SHEAK
Senior Social Media Executive
Malaysia
eric@bonseyjaden.com
Contact us:
Let’s work on something extraordinary!
Malaysia
Social Leads

Bonsey Jaden - Best Practice Social Campaign, June Report 2019

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