November 11 (11/11) has been designated as Pocky Day, and in many countries, this day is responsible for a disproportionate level of sales. In an effort to drive Pocky brand equity, further cement brand loyalty and, ultimately, drive sales, we built a digital media campaign for Pocky USA. The main objectives were to generate awareness of Pocky Day, show how Pocky is good for sharing happiness with others and drive advocacy with our fans.
For the Pocky Day USA initiative, we decided to build a campaign that leverages tech to celebrate and share happiness. Using Instagram and Facebook’s ever-evolving native AR abilities, we created a target-tracking AR lens that brings the iconic red Pocky box and our “Share Happiness” campaign to life. All you have to do is activate the filter on our FB/IG profiles, line up your box of Pocky, and see the happiness unfold.
The top opens and, depending on the time of day, different cheery emojis and icons tumble out and orbit around the box—complete with sound effects. And it all happens right in front of your eyes—or rather, in augmented reality. There are three different experiences spaced throughout the day, depending on when you open it (Morning/Afternoon/Evening). We thought this was the perfect way to showcase Pocky’s brand mantra of sharing happiness with every box.
To get the word out about the AR Pocky filter as well as promote awareness of Pocky Day, we ran paid social ads on Facebook and Instagram leading up to the day, targeting 18- to 49-year-olds who have engaged with us before and tech and snack lovers. We also partnered with a group of millennial mom influencers who shared some fun content of them and their kids playing with the AR filter and celebrating Pocky Day by gifting Pocky to their friends or creating beautiful charcuterie boards.
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