The digital strategy developed as part of the EU co-funded project to enhance a European excellence in a rapidly growing market.
Ciao Brandy is a project co-funded by the European Union with the aim of increasing awareness and appreciation of European brandy in the Chinese market. The project addresses the need to showcase European excellence in a rapidly growing market, leveraging digital tools to reach a targeted and localized audience to maximize the campaign’s impact.
Solution and Strategies
• Web development
• Digital strategy
• Social media marketing
• Digital media buy
An integrated and multichannel approach to grow in the Chinese market
To build an effective strategy, we started with an in-depth analysis of the Chinese market. We studied consumer habits and the preferences of the target audience to tailor the message and promotional activities. The creation of a fully localized website in Chinese, optimized for both search engines and mobile navigation, allowed us to develop a strong digital presence.
Increasing Visibility: Social Media Marketing and Digital Media Buy
We launched targeted social media marketing campaigns, using prominent Chinese platforms such as WeChat, Weibo, and Xiaohongshu to build a direct relationship with the audience and strengthen the brand’s positioning. To further amplify visibility, we collaborated with key opinion leaders (KOLs) and local influencers, generating authentic content and enhancing the emotional connection with the target audience. Finally, we implemented a digital media buying strategy, planning advertisements on major online platforms to increase traffic and the visibility of promotional activities.
The Numbers of a Successful Digital Strategy
The Ciao Brandy project demonstrated the effectiveness of an integrated digital strategy in promoting European products in complex international markets, laying the foundation for a lasting presence of European brandy in China.
- Over 130,000 visits to the dedicated website ciaobrandy.cn
- Over 7.7 million total views across social media platforms
- Significant increase in brand awareness of European brandy in China
- Creation of a network of influencers and local partners for future promotional activities
Solution and Strategies
• Web development
• Digital strategy
• Social media marketing
• Digital media buy