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INNOMATIVE

Boutique Agency | Shanghai

Michelin Guide Shanghai Launch

The Michelin Guide launched in Shanghai for the first time in autumn 2016 and we had the privilege to support the digital and social launch. Since this was their first time entering the Chinese market, they needed to expand and integrate their brand awareness by utalising China targeted digital marketing in order to increase buzz and awareness.

Some Challenges we faced during the course of this project was that most of the Chinese consumer did not know the type of selection criteria used for the selection of the Michelin star restaurants or who the judges would be. Furthermore, Chinese diners did not perceive a French automotive tyre company as eligible to comment yet along judge Chinese cuisine. The Michelin Guide needed to establish brand influence within the Chinese consumers, and improve their brand awareness.

Based on the current consumer awareness of The Michelin Guide, we planned a series of social and digital campaigns to promote brand awareness and social visibility. During the Michelin Guide grand launch event, we lived streamed the event on Weibo and WeChat as well as collaborated with well-known KOLs. At the same time the introduction of APP downloads, improved the brand's exposure and dissemination impact.

The campaign lasted 45 days (September 1 - October 14 2016), there were 23,100,000 page views and 260,000 engagements across social platforms. We increased both Weibo and WeChat fans by approximately 20,000 each which exceeded all the planned KPIs.

Over all it was a great success and we are extremely proud and happy to work on such an amazing project.