Lee Kum Kee Chinese New Year Engagement Campaign
BRIEF
As one of Europe's rapidly growing condiment brands boasting over 200 products, LKK aimed to deepen engagement with Hong Kong, Taiwanese, and Malaysian communities in the UK, especially during the Chinese New Year. Entrusted with this mission, Comms8 devised an integrated PR campaign to effectively reach these target audiences.
STRATEGY
Tailored Influencer Marketing
Drawing insights from media and cooking patterns of our Asian demographic, we identified eight KOLs. Collaboratively, we fashioned diverse content strategies spotlighting LKK's distinct product features, fostering an elevated affinity and interest among our target segments.
Multifaceted Media Channel Engagement
Recognising the unique attributes and reach of various media platforms, we curated a blend of content types—ranging from videos, blogs, Facebook and Instagram posts—to maximize audience interaction.
Amplifying Impact with User-Generated Content (UGC)
Our campaign produced 12 pivotal posts, strategically targeting our three key communities: 6 for Hong Kong, and 3 each for Taiwanese and Malaysian groups. The compelling quality of our recipes spurred remarkable engagement in UGC, effectively bolstering LKK's brand visibility within these local diasporas.
RESULT
The campaign was a great success in enhancing the Lee Kum Kee’s brand awareness. The campaign gained a total views of 317,000 and a 2.58% engagement rate across KOL and UGC content. The total reach is 70.5% higher than the initial planning.