Summary
Bear Brand never sold like an ordinary drink. People drink it for a reason, usually one they inherited at home, and one reason means one drinking moment. So instead of arguing with anyone’s reason, we collected 8,000 new ones.
Year
2014-2016
Role
Strategic Planner / Creative Director
Discipline
Social UGC Campaign
Services
Campaign Strategy / Social Activation / Influencer Narrative / Digital Campaign
Case study film
Brand’s challenge
Most drinks get bought on impulse. Bear Brand gets opened on conviction. Every regular drinker holds a private reason, handed down from a mother, a grandfather, a teammate, and the can only opens when that reason fires. Loyal, yes. But it puts a ceiling on the business: nobody drinks more often than their one reason allows. The brief asked for more consumption, which really meant more moments. And the brand could not talk its way there, because Bear Brand’s own policy barred it from owning digital assets. No brand account. No owned channel. Nowhere to speak from.
The idea
A reason to drink Bear Brand has never come from advertising. It comes from someone you trust, which is how every existing reason got there in the first place. So we made inheritance the mechanic. #365Alasan asked Indonesia one question: what is your reason? Every answer became a reason someone else could borrow, passed along the same way the originals were, drinker to drinker.
Campaign Strategy / Social Activation / Influencer Narrative / Digital Campaign
The execution
01
A platform built from handwriting
The #365Alasan site published every submitted reason as a handwritten note pinned over the drinker’s own photo. A feed of conviction, not brand copy.
03
Amplify the specific
The most particular reasons got blown up across Twitter, Instagram and Facebook: staying fresh through the daily traffic jam, overtime day three, a level-20 chili habit. Specific reads as true.
02
Voices the brand could not be
More than 200 KOLs and communities carried the campaign, because every piece of communication had to come from designated users and communities. The brand stayed silent by design.
04
The loop that fed itself
Every published reason triggered recognition and the next submission. 14,000 entries came in. Around 8,000 had never been said before.
The impact
8,000 unique reasons
Ask for participation instead of attention and the audience does the media’s job for you. Indonesia sent 14,000 submissions, and around 8,000 were reasons nobody else had given. The campaign asked for 365 reasons a year. It got 8,000, and every one of them is a drinking moment someone else can pick up.
Submissions
14,000
Unique Reasons
8,000
KOL Collaborations
200+