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!