| Title | OLD FOOD COMPANY CONNECTS |
| Brand | COFCO |
| Product / Service | GRAIN, OILS AND FOODSTUFFS |
| Category | B01. Corporate Information |
| Entrant | MEDIACOM Shanghai, CHINA |
| Entrant Company: | MEDIACOM Shanghai, CHINA |
| Advertising/Web Design Agency: | MEDIACOM Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Christina Guo | COFCO | Assistant of General Manager |
| Dan He | COFCO | Media Director |
| Yi Zhang | COFCO | Senior Media Manager |
| Yang Jiao | MediaCom Beijing | Managing Director |
| Sarah He | MediaCom Beijing | Business Director |
| Christina Liang | MediaCom Beijing | Planning Manager |
| Sophie Wang | MediaCom Beijing | Media Planner |
| Michelle Zhao | MediaCom Beijing | Media Planner |
| James Wu | MediaCom China | Managing Partner, MediaCom Interaction China |
| Sue Huang | MediaCom Beijing | Planning Director |
| Crystal Zhao | MediaCom Beijing | Digital Planning Manager |
| Harvy Wu | MediaCom Beijing | Digital Planner |
230,000 consumers followed our microblog about special moments in their lives. Then they realized COFCO was always there in the background. Today’s new media generation took COFCO for granted. We needed to make it more modern and relevant. In July 2010, we pioneered the use of microblogging in marketing. People could share pictures of their meals – something the Chinese love to do. Topics like “What was your favourite dish your mum used to cook?” created engagement. Celebrities and consumers joined our discussions. In 2010, 30% of consumers bought more COFCO brands. More than 801,000 postings. Over 2 billion impressions.