PROTOCOL conceptualized and lauched the #QUINOARChallenge to drive awareness of the launch of its latest product – Nestlé Fitnesse Granola Oats with Quinoa, almonds and chocolate. The campaign ran from September to October, and revolves around an augmented reality filter on Instagram.
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To drive awareness of the AR challenge, Nestlé Singapore tied up with over 40 social media key opinion leaders who are lifestyle and fitness enthusiasts in Singapore.
The agency sent the key opinion leaders a larger-than-life mega granola pack which contained its granola range, as well as a fitness-starter kit that consists of a yoga mat, towel, and shirt. Subsequently, the brand also sent an invitation to KOLs to participate in the Quino-AR challenge on Instagram, and got them to tag others once they finish the challenge.