Brief Explanation

We were asked to launch little-known New Zealand vodka 42 Below into the Chinese market with US$25,000 media budget. Maximizing effectiveness with our limited budget, we worked with Douban, the popular social network for art, books, movies & music. We targeted creative opinion leaders by placing ads next to design & art titles. We were the first brand to redesign Douban’s template. Our audience were encouraged to complete the slogan “Because We Can_____” by uploading illustrations of their own creation. In6 weeks, we built a thriving creative community, receiving 65,000 visitors, 9,250 fans, and 3,600 original illustrations.