We ran a Chinese New Year campaign for Jasmine to position Jasmine Sunwhite rice as an essential ingredient for festive meals. The campaign featured food creators producing recipe videos that highlighted the product in everyday cooking.
Objectives
Promote Jasmine Sunwhite as a must-have rice brand for CNY meals
Increase brand visibility through content by trusted creators
Reach household decision-makers with relevant food content
Drive engagement and video views across social platforms
Our Approach
We collaborated with 4 local food KOLs to produce original recipe videos featuring Jasmine Sunwhite rice. Content was timed to go live in the lead-up to Chinese New Year. All videos highlighted the rice as the main ingredient and were published on the creators’ social channels to reach their engaged audiences.
Key Results
7
KOL videos produced
290K
Total video views
8.7K
Total engagement
5.95%
Average engagement rate
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