Challenge
Generating interest and buzz for a new tea drink among millennial Asian Americans in the highly competitive beverage category. APartnership was tasked with helping Vitasoy launch the new addition of Lemon Tea to the beverage portfolio. That this is a highly cluttered category in the Asian grocery channel was our biggest challenge. The primary goal of the campaign was to create awareness among primary Iced Lemon Tea drinkers – the millennial Asian Americans.
Solution
The centerpiece of the campaign was a collaboration with the Fung Brothers and Wong Fu Productions, popular Chinese-American YouTube personalities, who represent the Asian American millennials we are trying to reach. To amp up the virality of the campaign, the Fung Brothers and Wong Fu were tapped to leverage their social networks for social sharing and engagement through original video content, strategically timed posts and online contest.
Results
Results By leveraging the Fung Brothers’ and Wong Fu Productions’ base of social media followers, the campaign gained momentum very quickly, amassing more than 475,000 views in just the first week of the launch of both videos on YouTube. Additionally, shares and engagement across multiple social media platform for the video and contest was robust.
APartnership
APartnership is a team of multicultural advertising experts who want to help brands win Asian-American consumers. We are a creatively driven brand communications agency that connects products and services to Asian-American consumers through cultural and linguistic insights. We work with our clients to understand their marketing assets in order to...
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