Glico Philippines wanted to create a social media campaign during the first quarter of 2022 that highlights Pocky’s wide array of flavors while staying true to its core mission of sharing happiness.
Our target was young adults who enjoy music and snacking occasions. Part of our strategy is to use digital platforms that are relevant to them – just like Spotify and Facebook. Given our young target market, we made sure to create content that isn’t hard sell or pushy. Hence, there was a need to create something fresh, unique, and relevant.
During the first quarter of 2022, we created themed social media content that lets people enjoy music. These posts each represent a specific occasion and a specific Pocky flavor that matches that occasion. When people scan these posts, they will then be transported to our special Spotify playlist then watch as the animations on our social post sync to the song that is playing. The animations will reflect the beats per minute of that song via sound waves. This way, we were able to feature Pocky’s flavors while staying true to our mission of sharing happiness through social media in a unique and innovative way.
Our social media posts garnered engagement rates 2x higher during March and 8x higher during January compared to average engagement rates from food and beverage brands. Aside from these, Pocky was able to share happiness to thousands of people by leveraging the power of music and the deliciousness of Pocky.