COFCO Promo, Case study LOHAS BEARS FRUIT IN CHINA by Mediacom Shanghai

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Industry Juice
Media Promo & PR, Case study
Market China
Agency Mediacom Shanghai
Director Mary Zhou
Released May 2009

Credits & Description

Category: Best Use of Social Media Marketing
Product/Service: FRUIT JUICE
Date of First Appearance: May 16 2009 12:00AM
Entrant Company: MEDIACOM , Beijing, CHINA
Entry URL:
Business Director: Yang Jiao (MediaCom)
Director: Mary Zhou (MediaCom)
Planner: Mia Guo (MediaCom)
General Manger: James Wu (MediaCom)
Account Director: Yinyin Song (Beijing Kaixin Information Technology Co.,Ltd.)
Deputy General Manager: Qian Liu (Beijing Kaixin Information Technology Co.,Ltd.)
Media placement: Online Banner - - Homepage + Various Pages - 11 May 2009
Media placement: Text Ads - - Homepage + Various Pages - 11 May 2009
Media placement: Online Video 30" - - 11 May 2009
Media placement: Social Network Garden Plug-In - - 16 May 2009

Results and Effectiveness
The numbers say it all: Sales up 30% after campaign No. of participants: 9.7M No. of theme downloads: 5.3M No. of people joining discussion group: 541K No. of bottles of virtual juice produced: 186.3M No. of bottles of virtual juice sent: 127.6M But the success in Beijing isn’t the whole story. Thanks to the national reach of Kaixin001, we educated consumers elsewhere in China about the Lohas concept. This resulted in a quicker entry for Lohas into other areas, including Shanghai, where distribution had previously been a problem – opening up new revenue streams for our client ahead of schedule.

Creative Execution
Identifying the growing popularity of social networking sites amongst our TA, we partnered with Kaixin001, the biggest social networking site targeting white-collars in China. We negotiated a content cooperation, allowing us to add value to one of the hottest plug-ins called “Garden” (similar to Facebook’s Happy Farm). In the plug-in, participants are encouraged to purchase Lohas seeds, grow Lohas plants and squeeze “non-additive” Lohas juices. Users could also grow their plants more quickly by downloading various ‘Lohas Themes’ for their garden. This made memorable the benefits of the specially-selected origins of Lohas. We also introduced a Planting Competition, where participants could win the chance to get real Lohas delivered to their friends – driving trial. The brand’s key messages of ‘organic’, ‘additive free’ and ‘special place of origin’ were thoroughly explored throughout the application, bringing relevance to the product for the consumer but also adding value to the online platform.

Insights, Strategy & the Idea
When Lohas, a new fruit juice, launched in Beijing, they were facing a tough task. Not only was Lohas entering a cluttered market dominated by competitors spending 10x more, Lohas also costs twice as much. Our barrier to success was that the Lohas concept of “organic, additive-free” juice had not gained enough awareness for us to target just “Lohas believers”. We had to extend our target definition. Our insight was that white-collars lead very busy work lives. They sit in their offices all day (and many into the night) and spend 50% more time online than Americans. They are aware of the dangers of over-burdened lifestyles, but hardly take any action to change. We decided to tap into their longing for an easy way to get involved with nature. We created a Lohas-owned easy-to-access platform, offering consumers the chance to reconnect with nature while getting on with their busy lives.