China FMCG Adapting to New Social Media World | China Influencer Trends | Episode 4

The brand Want Want, or 旺仔, did it again! Want Want is a brilliant example of traditional China FMCG adapting to the new social media world to become one of the most popular food brands among China millennials. WantWant co-operated with China’s hottest selfie app Meiyan Camera to design an AR face filter (like Snapchat’s filters) for their nostalgic 90s customers.

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Welcome back to our weekly series –  China Influencer Trends. We use PARKLU’s big data to analyze what’s trending on China’s social media and see how KOLs and brands are collaborating to entertain, educate, and sell.

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KOLs Ohmylady花花, 江南大野花, candy粉妞妞, 幸猴儿 posted original videos using the Want Want filter. And a few larger KOLs repost their videos, including 日本新鲜事 and 同学你该吃药了.

Last year, Want Want re-designed its classic all-red package into white so customers could hand-drawn graffiti on the packaging. The product modification and customer created designs generated millions in social media exposure for the brand.

Want Want was a popular China FMCG brand in the 90s, but lost traction, becoming just another memory from childhood. 20 years later, with the help of technology, Want Want created a unique way to visualize and cartoonize the users’ experience. New content, new packaging, new technology, for a good old product.

Meiyan Camera has 131M monthly active users, 90% of which are 90s and 00s. A perfect user-base for Want Want’s target customers. Bring their target customers valued entertainment first and making it something they want to share on social, is the winning strategy that’s helped brand spread awareness further than they could have via class digital marketing tactics.