PHD Taiwan was recognized for its outstanding work at the 2019 The Drum Digital Advertising Awards in the category of “Best Paid Social Campaign” on October 4th in Singapore.
PHD Taiwan’s “Knorr – Nature’s Tastiest Experiment” campaign was already recognized at several events, including the Warc Awards, M&M Global Awards, and as one of the top 10 creative digital campaigns in Taiwan.
The celebrated campaign was amplified on social media, leveraging on consumer habits to enhance interaction and as a result, increased the time consumers spent on our experiment. Knorr was the first brand to use a chatbot to communicate with a non-digital native generation target audience. It developed media characters, posted content, and situated the brand closer to the consumer. The chatbot, Uncle Kang, enabled the target audience to maintain engagement and excitement throughout the experiment. Knorr’s fan page regularly produced innovative content to build a strong community through interaction, allowing fans to post feedback and share their results. Thousands joined the campaign and planted over 10,000 corn stalks in just one month. Even schools saw the opportunity to utilise the educational aspect of this campaign and integrated the experiment in their science courses. All in all, this campaign sprouted bright sales results, proving effectiveness in our message through experiment.
About the Drums Digital Advertising Awards: The Drum Awards is a global scheme that aims to identify the best practices, companies and people in our industry. Its mission is to share that information with readers of The Drum – one of the world’s largest marketing platforms – to help them make better decisions.
See the full list of 2019 The Drum Digital Advertising Awards winners here.