Costa Coffee China selected Red Ant to help them get started in Chinese social media. Red Ant outlined a test and learn strategy that got the brand active on Weibo and We Chat.
Planning & Execution
The focus of the social media strategy was to invite fans of Costa to share in the brand experience and to be rewarded in surprising and delightful ways.
- The content stories and ideas we leveraged through targeted KOL activities and were also amplified through cross-promotional activities with complementary brands such as Police - joint competition via a Weibo app where winners created post cards and sent summer love messages to friends via social channels.
- Incentives were Costa gifts as well as sunglasses from Police to celebrate the summer.
Effectiveness / Results
Costa’s image and brand message was enhanced by increased social activity, and positive conversations were started across the chosen social platforms.