The Execution:
Objective:
Celebrate Cocomo’s brand identity by launching an exciting consumer promotion that leverages its beloved characters, Coco and Mo, to engage children and families in a fun, imaginative way. The campaign introduces Limited Edition Diamond Cocomo Packets with a “Scratch, Snap, and Win” mechanism, encouraging consumer interaction and rewarding brand loyalty.
Campaign Concept:
The campaign’s central theme revolves around an animated Digital Video Commercial (DVC) featuring Coco and Mo. The duo tells the audience to look for the diamond in each pack and then elaborate on the mechanics of the campaign, inviting people to participate for a chance to win exciting prizes.
Execution Plan:
- Animated DVC Production
Duration: 1-1.5 minutes.
Style: Lighthearted, colorful, and action-packed to appeal to kids and families.
Limited Edition Packaging
Introduced Limited Edition Cocomo Packets with eye-catching designs:
Packaging Design: Incorporate the campaign’s theme with illustrations of Coco, Mo, and hints of the Diamond Cocomo adventure.
Clear instructions on the packaging for participating in the “Scratch, Snap, and Win” campaign.
Social Media Rollout:
Teasers: Short animated clips were released of Coco and Mo starting their adventure to find the Diamond Cocomo, building anticipation.
Interactive Content: Mini-games, polls, and quizzes were run featuring Coco and Mo’s journey, encouraging user participation.
Media Strategy
Digital Platforms: Promoted the animated DVC and campaign mechanics on YouTube, Instagram, and Facebook to maximize reach among kids and families.
TV Broadcast: Aired the DVC during kid-friendly programming slots on popular children’s channels.
Retail Partnerships: Collaborated with retailers to highlight Cocomo’s Limited Edition packets at the point of sale.