Lee Kum Kee is a Hong Kong-based food company which specializes in manufacturing a wide range of Chinese and Asian sauces. It is also one of the most famous food brands in China and other Asia areas. Meanwhile, its products are sold in over 100 countries worldwide including North America, Europe, Australia and New Zealand.

Lee Kum Kee aims to strengthen its brand awareness among Chinese market in Australia. Through developing an Australia-based WeChat account, it desires to make further inroads into the Chinese market in

Lion Media Group offers the following services for Lee Kum Kee:

• WeChat account management & content creation
• Media buying across different channels
• Tailoring online/offline campaigns

1. WeChat account management & content creation

Lion Media Group firstly improved its home page and menu bar to make its classification clearer. Meanwhile, it also helped Lee Kum Kee with improving its brand identity. 

Secondly, Lion Media Group was responsible for publishing two articles regularly per month for Lee Kum Kee on its WeChat account and other channels. All the articles were written and designed by Lion Media Group’s professional team in terms of Chinese traditional culture and festivals. 

Last but not least, Lion Media Group helped Lee Kun Kee to create Mini Program on WeChat. It is the platform of providing diverse recipes based on Lee Kum Kee’s products. Therefore, the function of Lee Kum Kee’s WeChat account enriched so that it can attract more followers. 

 2.  Media buying across different channels

Aside from WeChat account management and content creation, Lion Media Group offered the service of media buying across multiple channels as well. For increasing Lee Kum Kee’s exposure, Lion Media Group selected different channels to post Lee Kum Kee’s articles and banners based on its target audiences. For instance, one of its primary target audiences are Chinese parents in Australia, so Lion Media Group chose ‘WeMoms: Ozlama’ (the largest Chinese parents community in Melbourne) as one of the channels to post Lee Kum Kee’s articles and banners, promote Lee Kum Kee in WeChat Moments and WeChat groups. The other channels also include ‘WELIFE’, ‘MELFUN’, ‘Sydeny_Today’, and so on. 

The two online events were both held through WeChat. Lion Media Group and Lee Kum Kee designed two mini-games together. They were launched on Lee Kum Kee’s WeChat Mini Program. The top 35 winners could get Woolworths/Coles gift cards. At the same time, two campaigns were both promoted by WeChat Moments programmatic advertising, WeChat articles, WeChat Moments posts, and WeChat group messages. 

Results

From June 2020 to now on, Lion Media Group has acquired almost 6,000 followers for Lee Kum Kee on WeChat successfully.

During 2020, page views of articles on Lee Kum Kee’s WeChat official account up to 2,069. The average number of page views was around 520, which increased by 74% compared with before. 

In the Meantime, Media Lion Group improved the quality of Lee Kum Kee’s contents and article typesetting.

In 2020, Lion Media Group helped Lee Kum Kee’s mini games campaigns attain great achievements. From September to November, Lee Kum Kee’s campaigns on WeChat have been exposed over 2,850,000 times in total. Its official account has acquired over 2,000 new followers, involved 5,134 people in playing games.