Myanmar · Brand & Creative Communications
Big Bad Wolf: A Million Books Come to Yangon
Big Bad Wolf needed mass awareness in Myanmar for a one million book sale event within a month, with engagement and footfall targets set by its global brand team. Ruder Finn Era ran creative VIP ticket giveaways and layered media buying including sponsored messenger ads. The campaign reached 3.2 million people and the first sale drew 500,000 visitors.
The challenge
A sale of one million books is only an event if people know about it. Big Bad Wolf needed massive brand awareness within a month and had to meet engagement and footfall KPIs set by its global brand team. The work also had to respect global brand guidelines while drawing on local insight and culture, so that the sale became top of mind as the thing to do in the region during its run, not just another retail promotion.
Our solution
Ruder Finn Era built anticipation with a creative VIP ticket giveaway, giving people early access to the sale as a prize worth sharing. Because the giveaway asked for participation, it generated organic reach that paid media alone would not have delivered, with more than 3,000 people taking part.
That organic base was amplified with a variety of media buying placements, including sponsored messenger ads that put the sale directly into people's conversations. Local cultural cues were woven through the creative so that a global brand felt at home in Yangon.
The results
The campaign reached 3.2 million people and the first sales event welcomed 500,000 visitors, well beyond the footfall KPI.
- Client
- Big Bad Wolf
- Market
- Myanmar
- Practice
- Brand & Creative Communications
- Services
- Integrated Brand and Creative, Digital Experience
- Engagement
- Project
