Ferrero Rocher shines with ‘Light Up Your Christmas’ campaign, secures Campaign of the Year - Hong Kong award
The brand’s 40th anniversary illuminated winter festivities with a blend of traditional and unique celebrations, driving a remarkable +22% sales growth.
Ferrero Rocher, operating under Ferrero Asia Limited in Hong Kong, proudly announces the triumph of its "Light Up Your Christmas" campaign, securing the esteemed Campaign of the Year - Hong Kong Award in the FMCG Asia Awards. This award marks the brand's successful 40th-anniversary celebration, showcasing a commitment to innovation and consumer engagement.
FMCG is characterised by its focus in understanding consumer preferences and this campaign seamlessly aligns with its mission, strategically responding to evolving consumer behaviour during the global pandemic. Solidifying its position as the top choice for chocolate gifting in Hong Kong, Ferrero Rocher's initiative revived the festive spirit and positioned the brand as the ultimate gifting choice for expressing appreciation during Christmas and other joyous occasions amidst a subtle shift towards self-consumption.
Ferrero Rocher’s comprehensive Christmas campaign blended traditional and innovative approaches, notably through Christmas workshops. The brand conducted research that delved into post-pandemic consumer behaviour, revealing a preference for unique, personalised, and holistic experiences over purely transactional interactions. Consumers, valuing quality time with loved ones, sought activities that fostered connection and bonding.
These workshops allowed participants to craft personalised Christmas wreaths or snow globes, infusing their creations with a personal touch that resonated with the brand’s DNA of gold, festivity, and celebration. Hong Kong witnessed full participation, and in Taiwan, registration was full within two weeks for all 12 sessions in Taipei and Taichung.
To ensure the success of this workshop, a trial run was conducted with employees in their offices. They also offered a series of online tutorials, including video guides on putting together a waterless snow globe and a Christmas wreath, on the Ferrero Rocher 40th anniversary website. For enthusiasts seeking a tangible experience, a limited edition 40th-anniversary gifting box could be redeemed with a DIY snow globe kit in-store with purchase.
Amplifying the campaign through social media, including Facebook boosted posts and collaborations with influential figures, resulted in a 100% registration/participation rate, supported by robust coordination with influencers that garnered impressive impressions in both Hong Kong and Taiwan. The company gained over 80,000 impressions in Hong Kong and over 180,000 in Taiwan.
The success of the Christmas campaign is reflected in a remarkable +22% sales growth compared to the previous year, solidifying Ferrero Rocher's 40th-anniversary celebration as a golden chapter in its history.
Beyond this, Ferrero Rocher's innovative approach has redefined brand authenticity and consumer connection. By embracing evolving consumer preferences, the brand illuminated Christmas whilst demonstrating its commitment to creating meaningful experiences. As Ferrero Rocher charts its course forward, this golden celebration marks a significant milestone, positioning the brand as a trailblazer in the FMCG industry. The award-winning campaign is a testament to Ferrero Rocher's unwavering dedication, paving the way for future initiatives that resonate and inspire consumers.
The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].
