HEXOS

Client Since 2015 - Present

Root Cause

Since Hexos was perceived as a candy for older generation, it faced a challenge on how to connect with current young generation with current trends. Hexos wanted to be perceived as a candy that enables you to speak up and speak louder. It also wanted to be associated with audiences (students) daily conversations.

Objective

To re-introduce the candy to be relevant with current target audience (High School Students) and create awareness and participatory movement among them.

Increase Brand
Awareness in Digital
Increase Participation
& Engagements

Strategy

In our 2 years campaign we created 2 strategies with different objectives

  1. Hexchange “Make Changes with Your Voice” : An awareness and participatory campaign that encourages students to voice their objection to bullying issue that often happened in schools. It focuses on engagement in digital platforms.
  2. BBBB “Bisa Bicara Berani Beraksi” : An engagement campaign that focuses on how Hexos can tap into students daily conversations. In this campaign we use a lot of KOL’s, influencers, communities, and events to amplify the campaign.

The strategy is mainly to divide the content based on different candy flavors to give each flavor different persona. To achieve digital reach, we collaborate with social media influencers with different personalities / personas.

Relevant Issues
  • Highlight Target Audience most relevant and talk-about issues
  • Breakdown those issues into specific situations
Creative Content & Activations
  • Create fun, engaging, and thought
  • Create interactive activations
Audience Participation
  • Call on audience participation with interesting rewards
  • Create viral challenges and movements
Share & Amplify
  • Amplify by sharing those stories through targeted digital placements

Results

Facebook
78.1%
Total Fans Increased
33.3m
Impressions
130k
Post Engagements
47.3k
Link Clicks
Twitter
24.8%
Total Followers Increased
329k
Organic Impressions
6267
Total Engagements
450
Link Clicks
Instagram
35.8%
Total Followers Increased
100%
Engagements Increased
3780
Total Followers
961
Likes Received
42
Comments Received