- Situation: to tie the hero products with spring season

- Brief: to leverage social media content & strategy to gain awareness for the brand and its hero products

- Objectives: to increase brand awareness on one specific social media platform in China

- Media insights: besides the performance of related social media posts (e.g., impressions, engagements), brand search volume, brand engagement and brand power are key indicators to measure the success of the campaign and media strategy / placement.

An all-round social media strategy should be implemented to maximize the effectiveness of the campaign, e.g., influencer content, UGC content and social SEM.

Starting from consumer insights - the negative emotions brought are all hoped to be relieved in spring. To create an experience scene and establish a new spring connection with consumers, consumer's feelings are analyzed to regain the "sense of presence" in life.

- Target audience: 20-40 year-old customers who lives in tier 1 cities in China and love (or are not afraid to try) beers

- Media planning: one specific social media platform in China

- Approach: influencer content & social ads (SEM & open screen ads). Through big data tools and authentic consumer feedback analysis towards their needs and wants of this very Spring, content communication angles and scenarios were cleared mapped out. Social platform SEM also helped match the order of users’ group attribution and current ad library, picked the most appropriate content to drive online traffic to offline events.

- Implementation: influencer content & social ads (SEM & open screen ads)

- Media channels: one specific social media platform in China

- Timeline: April 2023 - May 2023

- Scale: mid scale

- Time spent with brand: 1 month

- Proof of engagement:

a) month-on-month brand search volume: + 35%

b) month-on-month brand engagement: + 259%

c) brand power: from 1.5 to 1.9