Cambodians – especially the younger generation – love to consume fried, spicy food and carbonated drinks. Unknown to them, this unhealthy eating habit could lead to indigestion and stomach bloating, a common health issue among teenagers and young adults in urban populations.
As younger audiences tend to be drawn to fresh, lively, and fun content, MEAS and Air-X embarked on developing a campaign that focused on challenging audiences’ eating habits by injecting fun, humor, excitement, and awareness.
Pre-launch – Teasers
As we recognized the popularity of the previous season of Air-X Truth or Dare, we decided to release a series of teasers in order to increase awareness and engagement about season 2 so that fans will start talking about the show before it is released.
Launch- Truth or Dare
A digital campaign was initiated to educate younger target audiences in “Truth or Dare” in situations where KOLs would discuss trendy topics that our target audience can relate to. The campaign managed to register 253,319 engagements and reached 1.632M Facebook users, which resulted in a positive increase in the talkability of Air-X.
Post Launch – Engagement Contents
To further increase page engagement, Air-X created engagement content featuring the four KOL from the “Truth or Dare” digital video. The content includes giveaways that highlight product benefits, product education, and other fun Q & A.