When I first came across the name BoBo Fish Ball, it struck me as a typical (boring) traditional brand. As such, their recent campaign, “Bobo’s 3 wishes” totally changed my perception of them!

The Results

Just looking at the number of views on Facebook, the web series has already garnered over 3 million views in total, and that was achieved in just a few weeks! Very impressive for a so-called “traditional” brand. How did they manage to garner such good results? Let’s look at the things they got right.

Communicate the Story First, Talk About the Product Later

Unlike the mindset of most traditional marketers who tend to prioritize the communication of product benefits or special promotions. BoBo Fish Ball focused on creating a great story. The only product mentions were the shot of the product pack during the meal preparation scenes. As it was done very tastefully (literally), I doubt any viewers would be turned off by it.

Audience and Insights Driven

Every successful content marketing initiative requires insights and a defined target audience. BoBo Fish Ball targeted young families with working parents, focusing on working mothers who are juggling family and working life.

In an interview with marketing interactive, Vanda Lim, the marketing executive at BoBo Fish Ball said: “We find that working mums have very challenging lives and we hope to take this opportunity to appreciate what they have sacrificed”.

Retell an Old Tale (If you need base material)

Bobo’s 3 Wishes was based on an old tale: The story where the protagonist is given 3 wishes, and due to their inability to wish for something proper, they end up worse off than before.

With the base material out of the way, instead of developing a whole new story, all the brand needed was to retell the tale in a way that would resonate with the target audience.

Interesting Characters & Even Better Actors

Every good show needs great characters and even better actors to bring the story to life. There are loads of interesting characters in the series and there was also no lack of great actors as well.

Kudos to Roz Pho (of Tanglin fame) for an award-winning performance, playing the main lead, Bobo, and not forgetting the unforgettable performance by the Terrance Tan who played the antagonist Lord Yellowtail as well as Sherly Devonne Ng who plays Tina, Bobo’s annoying colleague.

Tying Back to Brand Values

Like all successful content marketing efforts, BoBo Fish Ball embodied their brand values within the story “Every day’s a celebration” with the message of appreciating the little things in life that bring joy and happiness.