The dairy market in China has been growing rapidly in recent years with the market buoyed by changing consumer tastes and extensive new product development. In fact, in one year alone, (2016-2017) the cheese market grew by over 600%. This was seen as the ideal time for President, France’s premier cheese producer, to launch a new product aimed at families with children. Lollo Lolla, a fruit flavoured cheese dessert was launched with the brand message: “Create new healthy habit for kids.” Our challenge was to promote Lollo Lolla with a fun campaign that will get the brand noticed and encourage trial, in a very busy market.
To add even more fun and excitement to the Lollo Lolla brand, we created a Family Days Out promotion, which included a competition where families could win a trip to Disneyland in Shanghai. Consumers just needed to buy any 3 packs of Lollo Lolla to enter the promotion online and they were guaranteed to win a prize. It could be a Lvmama travel voucher worth 80 RMB which can be spent on a range of day out adventures, train tickets or flights, or they could win the top prize of a wonderful family trip to Disneyland.
“Lollo and Lolla go to Disneyland.”
Customers were very excited about the rewards and shared the delight on WeChat with their friends, some even getting creative with their posts, attaching a watermelon with a smiling face. The campaign may have ended, but the fun goes on.
“More customers got to know about President cheese and Lollo Lolla through the campaign, with the rewards and the engagement, the brand is now in their hearts and minds.”
Most of the customers taking part in the promotion said they became aware of the campaign through messaging on the pack. Although in this campaign we found that sharing between friends and family was an important way to discover the promotion. 45% of the customers who took part were aged between 26-35 yrs. But it’s clear that the number of participants over the age of 45 is increasing, showing that online campaigns are not just for young people.
“During the campaign, sales increased and the official WeChat account gained around 10% more followers.”
Copyright © 2020 TLC Marketing. All Rights Reserved.