SE_Ketchum

The Gold Standard Award for Stakeholder Engagement

Winner: Ketchum and P&G – Kiss Him Or Not?

Award Sponsored By:

vriens

 

Looking to change male attitudes in Hong Kong and Taiwan so that they take more interest in shaving a comprehensive communication program was devised to get people talking about the issue, influence the behaviour of the target audience, and raise awareness of Gillette as the solution provider with the Fusion ProGlide SilverTouch positioned as the hero product.

Initial research showed that women thought stubble was scruffy and the wearer lazy, uncaring and that women considered kissing facial hair uncomfortable. The campaign centred on proving to Hong Kong and Taiwanese men that when it came to the kiss, only clean shaven would do.

Greater engagement was generated by involving the audience in the research and feeding the results back via Facebook. By self-generating social media content, the agency drove the viral social conversation and aligned Gillette with the end benefit of precision shaving and kissability.

To better quantify attitudes a “Kiss Him Or Not?” survey app was launched linking to Gillette Facebook pages for Hong Kong and Taiwan that questioned men and women about their attitudes to shaving, facial hair, relationship behaviour and kissing. Facebook advertising and survey results were used to maintain the conversation. Cartoons and infographics were developed from the data along different story angles too. Key opinion leaders (KOLs) were invited to blog on the Kiss Him Or Not debate. Three male and female KOLs were selected in each market according to fan relevancy, lifestyle leadership credentials, peer-to-peer recognition and trust and professionalism.

The second phase created compelling evidence that substantiated the findings. Facebook users were introduced to the “Kiss Him Or Not?” Test – an app that asked users to select one of three chins they would prefer to kiss: totally smooth, well-groomed facial hair or unkempt stubble. This drove support for the upcoming Gillette “Kiss Him Or Not” on-the-street challenge in Hong Kong and Taipei.

Here, three models featured in each market’s app, in addition to one in a gorilla mask, had their faces concealed from both contestants and audience. Female passers-by were picked as contestants and invited to judge which of our models they would like to kiss by feel alone. In Hong Kong, street intercepts were hosted by singer/actress Ella Koon and baseball star Handsome Chan in Taiwan. The events were packaged into a viral video, one for each market, that topped respective YouTube charts.

To develop further exposure for the “Kiss Him Or Not” Test, news and photos of our on-the-street events were sent to the media and chief editors and bloggers were sent Keep It Clean Shaven (K.I.S.S.) boxes containing the Fusion ProGlide SilverTouch and other products to encourage them or their partners to shave.

The campaign results endorsed the attractiveness of a close shave to women and established a branded meme that spread awareness across the target audience. Total social media impressions across both markets reached 7,037,811 and the Hong Kong “Kiss Him Or Not” viral video was ranked second on Hong Kong YouTube. A total of 118 print and online media reports were also generated.


HIGHLY COMMENDED: ICICI Bank: Where ‘I’ Stands For Inclusion

SE_HighComm

Responding to government campaigns ICICI Bank adopted health awareness and financial inclusion. Applauded by PM Modi, ICICI accounts grew more than two million, sustained media engagement generated over 835 articles in 9 languages, reached 4 million TV viewers and a 64% share of voice in stories of social service among banks.


SHORTLISTED: Fonterra: A Dual Celebration on World Milk Day and International Children’s Day on Fonterra Farm

Fonterra China used the coincidence of International Children’s Day and World Milk Day to organize an 18-day programme and milk-themed event for children publicised on Weibo social media. Views totalled 1.59 million, the Fonterra corporate Weibo account gained 21,492 new followers, and active Wechat followers increased nearly 10 times.


SHORTLISTED: Madison Public Relations: Procter & Gamble – Whisper Touch the Pickle

Seeking to dispel age old period taboos and change mindsets, Whisper identified the most ridiculous taboos followed by educated Indian women in specific geographic regions. The campaign saw over 2.9 million women pledged/ participated in the Touch the Pickle Movement, generated EAV of US$6.1 Million and 1,200 Million Impressions.


SHORTLISTED: Roche and Edelman: The Roche Young Scientist Award

The Roche Young Scientist Awards (RYSA) competition was identified as a channel to foster relationships and build awareness of Roche’s brand/ mission— to improve people’s health and quality of life. The resulting campaign engaged 98% of schools in HK, reached 1.9M people and generated 46 pieces of media coverage, with an EAV of HKD1M.


SHORTLISTED: Weber Shandwick: The Torch Has Been Passed – JFK’s Legacy Today/JFK International Symposium

The John F. Kennedy Library Foundation’s first international symposium, coinciding with the appointment of Caroline Kennedy as US Ambassador to Japan, engaged high level dignitaries and delivered coverage that reached approximately 50 million people through Japanese mainstream media and 636 million views in the three weeks following the event.


SHORTLISTED: William Grant & Sons (Singapore), Ketchum Singapore, Vivaldi Public Relations, GOODSTUPH: The Glenfiddich Experience 2014 (nominated by Ketchum Singapore)

Faced with stiff competition from rival brands with bigger names, larger budgets, and an increase in popularity of the blended whisky category, Glenfiddich’s PR campaign leveraged its traditional and modern qualities. An exclusive event with media, influencers and VIPs generated significant engagement, media coverage and social media buzz.


About the Sponsor: Vriens & Partners

vriens

 

 

 

Vriens & Partners is a corporate advisory firm headquartered in Singapore with offices in Myanmar, Thailand, Vietnam, Indonesia, Malaysia, and the Philippines. We specialize in government affairs, public policy, and political risk analysis in Southeast Asia. We provide expert analysis of pressing public policy issues, strategies for engaging key stakeholders, independent appraisals of the political risk associated with existing and potential investments, strategic communications services and risk communications counsel, and risk assessment and management.

Our clients are leading multinationals, business associations, and non-governmental organizations.
Our team is composed of Asia experts with extensive experience providing counsel to companies and organizations. We also have teams and partnerships in Cambodia, Laos, Brunei, Hong Kong and Timor Leste.

For more visit the website.