Challenge
Dow is a diversified chemical company, using the power of science and technology, continuous innovation, to create a better life for human beings. Dow launched Omega-9 healthly cooking oil in China for the first time. How do we communicate the benefits of Omega-9 cooking oil and to generate demand for this product online?
Approach
Campaign started out with a teaser phase where we use Dow Wechat Official Account to post 6 cooking recipes. Each recipe ends with a teaser message to ask users to attend an online product launch. On the day of the product lanuch, we launched the Omega-9 cooking oil online with an interactive HTML5 page, with a link to e-commerce for purchase, so as to promote the sales of this product on the Internet. In order to increase campaign dissemination, users can send customize e-cards to friends to make wishes!
Expertise
- Social Media Marketing
- Social Media Campaign ideation
- Visual design
- Copy writing
- Campaign Analytics
Results
- All 500 litres of Omega-9 cooking oil was sold out within half a day.
- Within 2 days, the campaign landing page garnered 4,300 page views.
- The campaign also bought more than 200 new followers for Dow WeChat in a week
