Ferrero takes home FMCG Asia Awards 2024 for upgraded music campaign
Kinder Bueno remixed a popular Douyin song and amplified via social and digital platforms.
Kinder Bueno, a young adult brand from Ferrero Group, bagged the Digital Marketing Strategy of the Year - China at the prestigious FMCG Asia Awards 2024 for successfully executing an inspiring music campaign with popular Gen Z idol Sunny Lai, activating the consumer passion point with an innovative 360 digital campaign.
The campaign’s massive success came from the recognition that music is a passion point for Gen Z that best resonates with the brand’s key message of “seeing the bueno side of life.” Furthermore, Kinder Bueno has leveraged the key insight that music platforms and social video platforms are the main channels through which songs go viral today.
In the 2023 campaign, Kinder Bueno teamed up with Sunny Lai again to remix the viral Douyin song “Summer Breeze” with playful branded lyrics. The brand has launched an app taking over the song’s release, partnering with QQ Music, one of China’s most popular music streaming apps.
This is the first time such an in-depth collaboration has taken place in China chocolate snack category, driving users to the new song when they open the app with a playful shake-to-open mechanism. When users listen to the song on QQ Music, they can trigger an eye-catching Dynamic 3D creative interaction, directing them to Kinder Bueno’s Mini-Programme, where they can redeem their prize and make a purchase.
On top of digital interactions, Kinder Bueno precisely targeted Gen Z and drove them to the mini-programme where they could listen to the remix in-site, and even win prizes to redeem on e-commerce stores after registering as a member. The results exceeded expectations, with the brand recruiting over 16,000 new registered members.
At the same time, the brand leveraged influencer matrices on Douyin and RED to broaden the reach, encouraging more people to use Kinder Bueno remix as background music for their social videos, sparking a wave of 46,000+ UGC videos with the remix, taking over Gen Z social feeds and letting the song linger in their minds.
This campaign has led to significant improvements across various metrics: social buzz increased by 87%, brand awareness rose by 12%, brand consideration grew by 10%, and purchase intent climbed by 7%. Demand has significantly increased, with the average e-commerce order values rising 4.3 times YoY.
“Going forward, Kinder Bueno plans to continue activating more consumer passion points in engaging ways, creating unique resonance to let them experience the ‘Bueno’ side of life continuously," Alessandro Tripaldella, the Kinder Category Head said.
Organised by Retail Asia, the FMCG Asia Awards celebrates the most outstanding companies in Asia’s FMCG industry, recognising exceptional products, innovative initiatives, and remarkable projects.
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 2025 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].
