In China, CNY is a time for homecomings all over the country, and beer is commonly consumed and gifted during these reunions with family and old friends. Our creative idea was to sponsor this meaningful moment, by letting the beer (and brand) express the feelings of gratitude you have for your loved ones. To do that, we created a bottle design with the words “Thank You” integrated into the label, along with a unique double-toast ritual that echoes the fact that “Thank You” in Chinese, is a double repetition of one sound – “Xie Xie”.

We created a movement around the call to action "Toast Twice to Say Thanks", along with a unique bottle design with the words “Thank You” integrated into the design. TV commercials and outdoor buys promoted this new thank you ritual. To make a deeper cultural impact however, we produced a mini-movie that was launched online prior to the celebration season, amplified with a paid, owned and earned distribution strategy. The mini-film was launched and hosted online on QQ video, the only video platform that allows sharing on China’s most ubiquitous social media platform – WeChat. At the same time, the mini-film was also amplified on Sina Weibo, leveraging its more open platform for shareability.

The mini-film and campaign story was picked up by 266 top media sites in China like CCTV, CNTN, China Daily, Modern Weekly and Harper’s Bazaar – delivering 667 million impressions worth more than 52 million RMB (USD 7.5 million). On Sina Weibo, the hashtag trended at number 3 with more than one million mentions during the campaign period and the mini-film ranked number 1 for most watched long-form branded content. Total engagement clocked in at over 100 million (including clicks, video views, Weibo replies and shares).

During the campaign period, special gift sets on e-commerce increased our revenue by USD 1.92 million, overall sales revenue increased 22.1% year-on-year, while brand preference reached a historical high of 26.1%.