2017春节也是食品饮料生产商的大节日，在短短七天内全国食品饮料零售额高达8400亿元人民币，同比2016年春节上升了11.4%。阿里巴巴的数据显示坚果和零食占其新年食品类总销售的53%。而京东仅坚果销售就占了总销售额的22%。其中，仅百草味一家便在春节期间销售了2000万件坚果产品。
让澳洲坚果成为春节里祝福礼节的一部分
传统节日与场合是澳洲坚果行业协会在任何市场做宣传的重要时机
当然中国春节也不例外，我们在中国大陆和台湾启动了一系列以节日为主题引人注目的营销内容。
我们的社交媒体营销在春节期间准备了针对节日的特殊内容，
以确保澳大利亚产的澳洲坚果是人们节日里祝福礼节的一部分。
春节期间美容大V宣传
澳洲坚果针对中国消费者的广告宣传在春节期间达到顶峰，我们推出了由美妆博主Vivian XU出境的3分钟视频宣传。宣传视频也在我们中文网站、中国社交媒体-微博和微信上播出。视频通过宣传了“每天5颗澳洲坚果”的同时，将澳洲坚果的好处传递给了大家。Vivian在视频中展示了：通过食用澳洲坚果，和使用含澳洲坚果成分的护肤品，给她带来的由内而外的滋养。
Beauty influencer promotion sees in New Year in China
The Australian Macadamias China consumer campaign shifted into top gear in the lead up to Chinese New Year, with the launch of a powerful 3-minute online TV video starring beauty influencer Vivian Xu.
Also featuring on our Chinese campaign website, and Chinese social media platforms 微博 和 微信, the video brings core macadamia messaging to life, promoting the message of ‘5 macadamias per day’, as Vivian shows how macadamias nourish her from the inside out as a convenient snack and a potent skincare ingredient.
The beauty narrative is overlaid with the growing story, spectacularly showcasing Australia’s pristine macadamia growing regions – the natural home of the world’s best macadamias – and how the nuts are farmed, harvested and turned into ready-to-eat product.
The video has been viewed over 344,000 times and is attracting excellent engagement. Vivian’s substantial social media following is achieving additional leverage, with the video also featuring on her 微博 和 微信 channels, exposing our core messaging to a wider audience and driving additional reach.
To create extra engagement and awareness throughout January, the launch was accompanied by a consumer promotion on the Australian Macadamias Weibo channel. Promoted concurrently on WeChat, the activity offered fans the chance to win an iPad 4 mini by following the Australian Macadamias Weibo account and posting a beauty-related comment about ‘5 macadamias per day’.
The promotion achieved outstanding results, attracting 27,000 entries and almost 24,000 new Weibo followers, more than doubling the total following which now exceeds 42,600.
Beauty blog posts, display ads on mobile apps and topic discussions on popular women’s app Meiyou also helped to drive awareness throughout the Chinese New Year period.
Fans share macadamia greetings in Taiwan
The Australian Macadamias Facebook community in Taiwan engaged enthusiastically with our Chinese New Year activity that occurred in two phases throughout January and early February.
Taiwanese people follow a number of Chinese New Year customs, including sending auspicious greetings to family and friends, and eating fruit that is associated with good fortune. Pineapples are traditionally linked to prosperity, apples signify peace, while oranges represent luck.
The first phase of our Taiwan 2017 Chinese New Year activity tapped into these local customs with a Facebook game that invited fans to choose their favourite New Year macadamia-fruit combination and send this as a greeting to their friends. This ensured our brand was part of the Chinese New Year festivities, and also linked our product with food that brings good luck! Everyone who played the game had the chance to win a prize. The activity generated 3,670 engagements, and impressive reach of nearly 19,500.
This was followed by a second phase of Facebook activity that tied in with another Chinese New Year tradition: the giving of red
envelopes containing money. This time fans were invited to choose a red envelope that revealed a New Year blessing, and then share the lucky blessing by tagging a friend for the chance to win a macadamia prize.
This highly engaging and innovative activity generated nearly 22,000 engagements and achieved reach of more than 163,000.
We wish all our Chinese and Taiwanese friends the very best for The Year of the Rooster. May it be healthy and prosperous!
