The challenge
The brief was to plan and ideate the social media content for the month of April. Regular job, some would say. Yet on the 1st of April, every brand wants to join in the fun and be part of the April Fool’s online conversation. The challenge was to break through the noise on social media and make Ribena one of the most talked-about brands on that day.
The human truth
Durian leaves nobody indifferent. Either you love it or you hate it, there’s no in between. This may not be a universal truth, but it is definitely a human truth in Singapore.
The idea
The idea was to simulate the launch of a new product: Sparkling Ribena Durian & Blackcurrant. The Sparkling Ribena range had been introduced Singapore market not too long before this day, so audiences would have recent recollection of the brand introducing new flavours through social media, which made it all more credible.
The execution
Through wonderful PhotoShop craft, we designed the Sparkling Ribena Durian & Blackcurrant can that was soon to be hitting supermarkets and convenience stores in Singapore. We announced the launch on Facebook and Instagram as the brand would usually do, and then we sat and waited.
The results
Boom! More than 12.6k people shared our content, reaching 1.95M people organically — more than 34% of the total population in Singapore at the time. The content pieces registered an overall 3.4% ER, which was way above the 0.17% average engagement rate on Facebook across all industries. What’s more, our April Fool’s joke was picked up by 9 news outlets, broadening the reach of our content with $0 media spend.