Introduction
The Cranberry Marketing Committee (CMC) promotes the worldwide use and consumption of US-grown cranberries.
Since 2021, we develop CMC’s communication strategy in order to promote cranberries to a health-conscious audience in China.
The Cranberry Marketing Committee (CMC) promotes the worldwide use and consumption of US-grown cranberries.
Since 2021, we develop CMC’s communication strategy in order to promote cranberries to a health-conscious audience in China.
Through social media listening, we conclude that the main audience are women in China's first tier cities.
To engage with them, we collaborate with KOLs on Red, a social media platform focusing on women's needs and interests.
We built our campaign from a viral video titled “high quality” and developed the hashtag #North American High Quality Cranberries. The campaign benefits from the keyword and generated higher organic traffic.
The campaign message highlights the high quality of the US cranberries and their health benefits.
We decimated “High Quality” messages through a combination of KOLs and P.R, as a way to populate online presence.
As a result, some of our video posts reached the top 10 of RED Food Category with more than 100,000 impressions.
The campaign significantly increased search queries for cranberries on RED. During the campaign our topic was viewed more than 439,000 times and kept on growing. One month after the campaign, it was viewed more than 739,200 times.