{"id":19986,"date":"2019-10-14T04:30:47","date_gmt":"2019-10-14T03:30:47","guid":{"rendered":"https:\/\/staging.phdmedia.com_\/taiwan\/?p=19986"},"modified":"2019-10-14T09:39:23","modified_gmt":"2019-10-14T08:39:23","slug":"phd-taiwan-win-for-unilever-knorr-at-the-drum-awards","status":"publish","type":"post","link":"https:\/\/www.phdmedia.com\/taiwan\/phd-taiwan-win-for-unilever-knorr-at-the-drum-awards\/","title":{"rendered":"PHD Taiwan win for Unilever Knorr at The Drum Awards"},"content":{"rendered":"\n<p>PHD Taiwan was\nrecognized for its outstanding work at the 2019 The Drum Digital Advertising\nAwards in the category of \u201cBest Paid Social Campaign\u201d on October 4<sup>th<\/sup>\nin Singapore. <\/p>\n\n\n\n<p>PHD Taiwan\u2019s &nbsp;\u201cKnorr &#8211; Nature&#8217;s Tastiest Experiment\u201d campaign\nwas already recognized at several events, including the <a href=\"https:\/\/www.phdmedia.com\/phd-scoops-ten-awards-at-festival-of-media-global-2019\/\">Warc<\/a> Awards, M&amp;M Global Awards, and as one of the top 10 creative digital\ncampaigns in Taiwan.<\/p>\n\n\n\n<p>The\ncelebrated campaign was amplified on social media, leveraging on consumer\nhabits to enhance interaction and as a result, increased the time consumers\nspent on our experiment. Knorr was the first brand to use a chatbot to\ncommunicate with a non-digital native generation target audience. It developed\nmedia characters, posted content, and situated the brand closer to the\nconsumer. The chatbot, Uncle Kang, enabled the target audience to maintain\nengagement and excitement throughout the experiment. Knorr\u2019s fan page regularly\nproduced innovative content to build a strong community through interaction,\nallowing fans to post feedback and share their results. Thousands joined the\ncampaign and planted over 10,000 corn stalks in just one month. Even schools\nsaw the opportunity to utilise the educational aspect of this campaign and\nintegrated the experiment in their science courses. All in all, this campaign\nsprouted bright sales results, proving effectiveness in our message through\nexperiment. <\/p>\n\n\n\n<p>About the Drums\nDigital Advertising Awards: The Drum Awards is a global scheme that aims to\nidentify the best practices, companies and people in our industry. Its mission\nis to share that information with readers of The Drum &#8211; one of the world\u2019s\nlargest marketing platforms &#8211; to help them make better decisions.<\/p>\n\n\n\n<p>See the full list of 2019 The Drum Digital Advertising Awards winners&nbsp;<a href=\"https:\/\/www.digitaladvertisingawards.asia\/the-drum-digital-advertising-awards-apac\/the-digital-advertising-awards-apac-2019#100607\">here<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.phdmedia.com\/taiwan\/wp-content\/uploads\/sites\/41\/2019\/10\/PHD-Website-The-Drum-Knorr--1024x576.jpg\" alt=\"\" class=\"wp-image-20001\" srcset=\"https:\/\/www.phdmedia.com\/taiwan\/wp-content\/uploads\/sites\/41\/2019\/10\/PHD-Website-The-Drum-Knorr--1024x576.jpg 1024w, https:\/\/www.phdmedia.com\/taiwan\/wp-content\/uploads\/sites\/41\/2019\/10\/PHD-Website-The-Drum-Knorr--300x169.jpg 300w, https:\/\/www.phdmedia.com\/taiwan\/wp-content\/uploads\/sites\/41\/2019\/10\/PHD-Website-The-Drum-Knorr--768x432.jpg 768w, https:\/\/www.phdmedia.com\/taiwan\/wp-content\/uploads\/sites\/41\/2019\/10\/PHD-Website-The-Drum-Knorr-.jpg 1280w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>PHD Taiwan was recognized for its outstanding work at the 2019 The Drum Digital Advertising Awards in the category of \u201cBest Paid Social Campaign\u201d on October 4th in Singapore. PHD Taiwan\u2019s &nbsp;\u201cKnorr &#8211; Nature&#8217;s Tastiest Experiment\u201d campaign was already recognized at several events, including the Warc Awards, M&amp;M Global Awards, and as one of the [&hellip;]<\/p>\n","protected":false},"author":100051,"featured_media":20001,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[493,496],"tags":[568],"class_list":["post-19986","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-awards-accolades","category-news","tag-phd-taiwan"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.phdmedia.com\/taiwan\/wp-json\/wp\/v2\/posts\/19986","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.phdmedia.com\/taiwan\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.phdmedia.com\/taiwan\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.phdmedia.com\/taiwan\/wp-json\/wp\/v2\/users\/100051"}],"replies":[{"embeddable":true,"href":"https:\/\/www.phdmedia.com\/taiwan\/wp-json\/wp\/v2\/comments?post=19986"}],"version-history":[{"count":0,"href":"https:\/\/www.phdmedia.com\/taiwan\/wp-json\/wp\/v2\/posts\/19986\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.phdmedia.com\/taiwan\/wp-json\/wp\/v2\/media\/20001"}],"wp:attachment":[{"href":"https:\/\/www.phdmedia.com\/taiwan\/wp-json\/wp\/v2\/media?parent=19986"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.phdmedia.com\/taiwan\/wp-json\/wp\/v2\/categories?post=19986"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.phdmedia.com\/taiwan\/wp-json\/wp\/v2\/tags?post=19986"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}