The Campaign

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.

Creative Execution

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

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.