|Brand||ROYAL DANISH CONSULATE GENERAL IN SHANGHAI|
|Product / Service||DENMARK|
|Category||A07. Public Sector|
|Entrant||ARKR DIGITAL Shanghai, CHINA|
|Idea Creation||ARKR DIGITAL Shanghai, CHINA|
|Au Yeung Man Kit||arkr GROUP||Executive Creative Director|
|Amber Qian||arkr GROUP||Associate Creative Director|
|Kelly Chan||arkr GROUP||Art Director|
We know Chinese love to eat, and China have countless different recipes to enjoy oysters, we bring Chinese oyster recipe to set up a popup kitchen in Denmark to solve the Pacific oyster environmental crisis.
2017.04.24 We took to Sina Weibo (China's Twitter) to ask China's massive online population to help by sharing recipes. Communication scale: That Sina Weibo post generated huge of local TV station and online news media coverage. 2017.06.03 We bring all the recipe to Denmark and set up a popup kitchen “Panda Oyster” to teach Danes. Communication scale: Follow up by China local social media, also reported by Danish local TV station, online media and newspaper.
Tier 1: Panda Oyster total media exposure: 4.17 billion Vertical site page view: 12,900,000 Topic hit rate: 21,200,000 Denmark general consulate official Sina Weibo subscription raise 30% Tier 2: Lots of Chinese consider to visit Denmark to eat oyster, and encourage Denmark government to simplify the process of Denmark VISA application. Tier 3: “Denmark” becomes a top 3 keyword in Sina Weibo hot topic ranking.
Let all Chinese learn about Denmark.
Target audience: 7 billion Chinese netizens Target media: social media platform PR planning: We took to Sina Weibo (China's Twitter) to ask China's massive online population to help by sharing recipes and bring them to Denmark to set up a popup kitchen, and pass on those to Danes. Approach: Without any paid media, we dig out the ‘love to eat’ Chinese’s insight to maximize the Chinese’s online population attention.