The average campaign pageviews of the same type
Best sales of cooperative shops increased compared with previous period
Less connection with dads-Under the influence of patriarchal culture in Taiwan, Taiwanese dads rarely express their feelings to their children, as a result, they don’t know what their dads would want/like for Father’s Day.
Slower market on Father’s Dad-Comparing to Mothers’ Day, market dynamic for Father’s Day sales is weaker at only around 60% of Mother’s Day sales. Yet this may also imply market opportunities.
Based on the insights and limited time and budget, we designed a campaign solution for Shopee utilized CARAT’s design thinking :
「Shopee's 88 Gift Packages for All Dads!」
【Empathize】 We utilized our internal consumer datamining system to find out the kinds of store and product different dads go to, trying to understand the linkage between dads’ interests/characteristics and the products.
【Define】 We then started matching different dad types to the corresponding gift bundles and set forth our strategy to co-create with brands/merchants so they in terms would put out efforts to help release the “Shopee’s 88 Father’s Day gift packages”.
【Create】 After interviewing with brands and visiting physical stores, we invested energy heavily on designing 88 dad types by giving them their unique caricature drawing and short descriptions, so that users can easily find the right gift bundles simply by projecting their dads’ style and interest to the drawings.
【Build】 A mini campaign site was set up within Shopee APP, and via Shopee and collaborating brands’ promotion, including Youtuber and PR news’ voluntary sharing, we officially launched the campaign, the Shopee’s 88 Father’s Day gift packages are off in the market to compete among the fierce competition on Father’s Day sales.
Within just 14days of launch,
1. 190% higher than the average campaign of the same type.
2. Shopee 88 gift packs campaign site boosted sales instantly.
*2023 Festival of Media Asia-Pacific Awards：BEST ECOMMERCE CAMPAIGN 【Silver Winner 】 / BEST CAMPAIGN FOR A SPECIFIC AUDIENCE 【Bronze Winner】
*2022 Click Awards：Big Data Marketing【Silver Winner】
*2022 Digital Singularity Awards：Best E-Commerce【Silver Winner】
*2022 Brain：Best Design of the Year- Package Design【Gold Winner】/ Best Design of the Year- Visual Design【Gold Winner】/ Best B2B of the Year【Silver Winner】/ Best Shopping Guide of the Year【Bronze Winner】
“Dear, I adopted a clownfish.” ORIS Clownfish Online Adop...
ORIS the Swiss watch brand dedicating to conserve marine life and save the ocean, aims to grab local Taiwanese’s attention on marine conservation through online clownfish adoption, taking real a...
ORIS 《Dear, I adopted a clownfish》
Swiss watch brand ORIS has been dedicating to save the ocean, taking real actions to raise public awareness on marine conservation through online clownfish adoption.
KFC Fried Chicken Bib
Taiwan KFC delivered the crispiest fried chicken ever, filled with crispy crumbs, that every bite resulted in…falling crumbs. Aside from watching helplessly as these delicious crumbs drop on the...
Yahoo TV Metaverse Co-Creation Lab
Traditional film production involves planning, shooting and post production, which is often time-consuming and a waste of manpower. Yahoo TV's "Virtual Production" is more time efficient, easier...
HeySong Zoo Battles
IoT Smart vending machines become an edutainment retail for children and parents.
Shopee: Within 14 Days! 88 Father’s Day Gift Packages for...
By collaborating with 88 merchants and provided 88 gift packs, Shopee successfully wins Taiwanese dads’ hearts on Father’s Day, increasing sales and traffics while facilitated Taiwan families’ r...
CTBC Our ordinary home
To celebrate the brand spirit of "We Are Family", the brand film re-enacted the 50s in Taiwan as its core to mobilize media, news outlets, and community KOL to generate attention and recognition...
Carrefour Metapudu NFT: Let's do Pudu the web3 way!
Pudu In the Metaverse, NFT are the offerings. Carrefour monetized the two major traffic boosters, Metaverse and NFT, in Ghost Month 2022.
Pizza Hut HOT TAIWAN WAY Music Video
Cooperate with local popular rap group to produce the HOT TAIWAN WAY Music . Also film the music video to express the spirit of Pizza Hut brand.
Watsons Taiwan How can an AI Tool Help Watsons to Show Up...
This year, consumers are already familiar with the daily consumer necessities scramble from the fear of lockdown causing the retail advantage to disappear, which also makes it challenging to opt...
ADLINK How to help Low Brand Awareness Technology B2B Fir...
How to use keyword search to help ADLINK, the second largest industrial computer industry in Taiwan, to break the previous model of developing potential customers through physical exhibitions, e...
VOLVO's branded entertainment campaign
The very first branded entertainment creation for client Volvo, drove success for both external customers and internal sales consultants, not only car functions are clearly told even when peopl...
Yahoo Dare to Market
We liken the chaos after the vanish of Cookie to the four marketing demons to warn marketers.
Let 5 million runners in Taiwan become mobile digital new media by putting on Running AdWear
Juming Museum Art Festival L(a)unch Box
An inedible lunch box creates over 7 million media value!
Amway Nutrilite Traceability Journey
We create a mobile game to experience the whole product traceability journey in a fun way.
NISSAN ALL NEW SENTRA Pre-Launch
Tapping onto social memes and re-arranged Taiwan pop song, Carat Taiwan CBS team collaborated with NISSAN to generate strong awareness and sustain consumer interest before official product relea...
Sinyi Realty In Love We Trust Series
"In Love We Trust" let 30 million audiences experience the trust crisis from "Doubting marriage" to "having children", follow the protagonists through major stages of life and regain trust.
Watsons Taiwan Councilman Jia’s Event Book
We have made consumers more easily understood and impressed by homophony.
(Councilman Jia=one more dollar)
Fubon Life See from the other side
Looking with your heart, there will be no countryside in Taiwan! Through the "flip" gesture, the stereotype of the rural areas is turned into the beauty of the local.