Penfolds 520 Media Campaign
Give your audience the opportunity to express themselves via geo-targeted campaign and create a connection with your brand based on trust.
As part of their ongoing China marketing strategy, we recommended the Black Grape Society to focus on key moments of the Chinese calendar in order to promote their new Penfolds collection. One of the imminent opportunities was May 20 – China’s unofficial Valentines’ Day. It is on the long list of China’s e-commerce holidays.
This campaign was also the perfect occasion to launch the new BGS official account on the platform LittleRedBook (aka RED) as a means to capitalise on the engagement with influencers.
The combination of media amplification on WeChat and influencer engagement on RED was a formula that not only attracted new followers, but also increased brand awareness and original content.
In terms of results, a total of 64 posts and articles were generated across multiple platforms over a two week period, generating more than 395,000 impressions on WeChat and close to 30,000 impressions on RED. Simultaneously, the BGS WeChat account successfully acquired 207 new followers which is around 10% of their actual database.
