Snack brand Three Squirrels launched campaigns promoting their New Year’s gift boxes on numerous social platforms 20 days in advance and sold millions of gift boxes at 50% off on Jingdong.
· On Weibo, the brand invited KOLs to repost info about the discount. On Douyin, the brand launched a contest with ¥250,000 in cash prizes. On Xiaohongshu, KOLs showed the gift box in detail via unboxing videos.
· To promote the gift box as the ideal Chinese New Year gift, Three Squirrels released several New Year songs on 13 January and launched an interactive campaign. 150 Douyin KOCs participated, propagating the company’s New Year slogans.
· 70% of the 300 KOLs and KOCs who participated in this campaign in total were KOCs.
· The campaign has tracked more than 510M impressions on Weibo via #中国年送三松鼠水果礼#.