Briefed to launch Australian citrus into multiple Asian nations we structured the campaign to align with the customer journey by building broad awareness with mass media prior to product arriving, driving education as it landed and then encouraging purchase through sampling opportunities.
In China, the campaign kicked off with the screening of a major TVC at the AFL’s game in Shanghai to drive mass awareness among an audience we knew had an existing relationship or interest in the country.
Insights show that video performs very strongly in China so we also deployed it via influencers and partners to ensure non AFL lovers saw it.
Filmed on a Mildura citrus farm, the video brought to life what research shows that Chinese customers value most about citrus – its ‘vitality’ – with an ending that featured kids eating oranges after finishing up a game of footy.
The same research found that Japanese customers value ‘sharing’ of fruit, therefore for the Japanese market the video was deployed with a different ending – one that showed our family sharing the fruit at the family table.
To drive education we created a cartoon character Ozzie the Orange as the central figure to share brand messaging, depoloying Ozzie through WeChat and leveraging our retail partners to integrate CTA.
The video reached more than 4.6 million in China, 16,000 in Japan, 137,000 in Vietnam and was shared by 70 influencers in The Philippines. We also generated 7 million impressions via KOLs, secured a branded page on e-commerce platform Hema and undertook 254 sampling sessions, leading to fantastic citrus sales.
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