The Campaign

Any and all media contents in Mainland China need to be strictly reviewed by the Chinese Government before approval of airing. Nothing can be against their rules and regulation. Even micro films cannot be product or business-focused. Instead, the content need to have a good balance between entertainment purpose and product in order to be approved.

Results

Coffee was not popular in China yet, but it is in a raising trend. Major coffee drinkers located in first-tier cities of China, like Beijing and Shanghai. For most of consumers are not aware of the coffee creamer, we need to trigger their attention to learn this product with punchy idea; at the same time, educate the basic product knowledge to them 'the coffee creamer can balance the bitterness of coffee and make it taste smoother and better'. We created a micro-movie that portrays young office worker's life and showing how the creamer can make their tough life smoother. Seeding on IQIYI (a popular content sharing platform among youngsters), we promote our film through banners and Weibo (most popular social network platform in China).

With accurate and clever insight that lies within our branded content, we allow target audiences to reflect their own life experiences and create a connection between themselves and Lien Coffee Creamer. Instead of traditional branding commercials, our film content has drawn greater interest and acknowledgement from our audiences.

This film was broadcasted in digital environment. It generated 778,414 clicks and 9,499,039 impressions in first day of its launch. There were over 70,000 likes and hundreds of discussion messages under this commercial. This commercial has successfully created large brand awareness for Lien coffee creamer in China.

This branded content for Lien creamer found a new way to engage with its target audience, the drama. Young generation in Mainland China nowadays proactively search for entertainment on the internet. Websites and APPs supply more and more viral videos, micro films and movies to meet their increasing demand. For this young generation, traditional TVC is less effective and meaningful. We decided not to directly sell the product feature, but to seed the branded content in an insightful story to engage them, we successfully draw young target audience's interest and resonate in their hearts by such innovative way of communication.