case study on chinese social media: disaronno
DESCRIPTION
The imported spirits market has grown 250% in the past 10 years in China...the fastest in the world, with many fans eager to learn about the drinking culture and flaunt wealth through premium brands. Mailman Group helps premium brand, Disaronno, engage with fans and carve out a niche in the spirits market on Chinese social mediaTRANSCRIPT
Making a Splash on Chinese Social MediaPowered by
Case Study: Disaronno
The imported spirits market has grown
250% in the past 10 years in China
...the fastest in the world
Being knowledgeable about and the
ability to afford imported spirits are
considered status symbols in China
As a result, trying new drinks,
bartending, as well as looking
online to share tips are
increasingly popular among
Chinese consumers
Disaronno, a premium liqueur, wanted to
connect with this growing base
...but with & blocked,
how could they join the conversation
in China?
That’s where Mailman Group came in
In only 180 days…
Disaronno went from ZERO presence in China to
+20,000 social media followers & an established
place for fans to learn about bartending
How we did it...
Contentpulled, translated, &
posted existing content
Designdesigned China- specific
profileson Chinese social media
Campaignsengaged fans through
contests, giveaways & tips
Using KAWO’s technology, Mailman was able to pull Disaronno’s preexisting content & make it relevant to a
Chinese audience on Chinese social media channels
Mailman designed visually-appealing and local profiles
A variety of campaigns, including contests, giveaways & events drove fan engagement,
traffic to Disaronno’s own website, and organic spread
By bridging the Chinese social media gap,
Mailman established Disaronno as a
premium brand, a guide on bartending, & gave
Disaronno a way to interact with fans!
www.kawo.com
Brought to you by Mailman Group
Socializing Business
www.mailmangroup.com