Diageo China emerged victorious at the FMCG Asia Awards, clinching Digital Marketing Strategy of the Year - China

In China, Johnnie Walker Blue Label's innovative digital marketing campaign was named the best of the year.

As 2022 closed and the Year of the Rabbit started, excitement grew in China as COVID-19 rules eased. Understanding the desire to go out, Johnnie Walker Blue Label crafted a clever Year of the Rabbit plan. Blending digital marketing expertise with innovative experiences, they aimed to make users feel like they were travelling online, bringing the joy of exploration whilst mindful of the global situation.

For this, the company was recognised with the Digital Marketing Strategy of the Year - China at the recently concluded FMCG Asia Awards.

A vital part of the strategy was teaming up with Esquire, a top fashion media outlet, acting as a launchpad for Johnnie Walker Blue Label to reach a stylish audience. This collaboration extended to influential figures in industry and lifestyle, ensuring precise seeding for resonance with key opinion leaders. To boost visibility, the brand collaborated with A-list celebrities, including renowned Chinese designer Angel Chen for the "Leap into Spring" gift box, capturing the essence of the Year of the Rabbit. World-famous singer Henry Lau played a crucial role in shooting product photos. Together with targeted ads and interactive content, these collaborations garnered significant attention on social media, elevating brand awareness.

Strategic placements on top digital platforms were crucial in boosting the campaign, and Johnnie Walker Blue Label took it a step further by featuring ads on own-vehicle screens during peak traffic. Recognising the increased travel during Chinese New Year (CNY), the brand strategically utilised these moments to launch a recruitment platform. Leveraging platform data, they precisely targeted 18,515 High Net Worth Lunar New Year Celebrants (HNWLEOR CRM), expanding reach and engaging a select, influential audience.

The heart of Johnnie Walker Blue Label's strategy lies in creating a captivating digital consumer experience. Redefining the tradition of red envelopes, the brand introduced digital versions tied to celebrations and occasions. This innovative approach fused technology with cultural festivities, resonating with consumers in a meaningful way. Themed emojis also enriched the digital experience, letting users express the festive spirit and generate organic content, contributing to the campaign's success. 

Johnnie Walker Blue Label broke from tradition, partnering with influential figures like DiDi to create an engaging digital experience. This collaboration attracted over 18,000 new members. Integrating H5 and e-commerce, the initiative allowed consumers to explore China's scenic wonders and was supported by nearly 20,000 Chinese New Year WeChat digital red envelope covers, enhancing social interaction. The outcomes are impressive, with the campaign attracting over 350,000 participants, 54 million online impressions, and 18,000 new CRM members. Integrating Angel Chen's product across social media, CRM, e-commerce, and third-party platforms created new avenues for digital marketing in the liquor category within the travel industry.

In conclusion, the Year of the Rabbit event hosted by Johnnie Walker Blue Label was a triumph of strategic thinking, digital innovation, and cultural resonance. Not only did the company commemorate the occasion, but it also elevated its connection with customers by providing an engaging digital experience, celebrity endorsements, targeted recruitment platforms, and media partnerships. This resulted in the creation of impressions that will last long after the Year of the Rabbit has passed. 

Johnnie Walker has consistently embraced innovation, and as the New Year approaches, they have collaborated with renowned Chinese-American visual artist James Jean to launch a limited edition for the Year of the Dragon, once again embodying the spirit of "Keep Walking."

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].