AwaRua Organics Milk Powder, Open Country Dairy
Douyin e-commerce operation
Integrated Marketing Campaign
Open Country in 2018 launched AwaRua Organics, the company’s first organic milk powder product line with a focus in the China market. Since 2019, AwaRua has started actively engaging with Daigou, Chinese distributors, and end consumers through online and offline activities. However, the initial fast growing phase has passed, in 2020, the brand was looking for the next growth opportunities to stimulate sales and raise brand awareness.
In 2020, Touchpoint CC was appointed as its Chinese creative agency. We have conducted brand diagnosis, 5c and Swot analysis, and identified the following brand challenges:
Based on the study, we have created AwaRua’s Chinese brand story, marketing collaterals, social media graphics, as well as ecommerce illustrations. Also, we remapped the consumer decision journey, and created an integrated campaign strategy to highlight its brand’s unique selling points. Introducing the ‘Nourish every moment’ campaign across various media channels in three phases :
Later, we have identified the opportunity for AwaRua to sell on Douyin as the early bird NZ brand. The success of the campaign has bought us the opportunity of opening the AwaRua Organics Cross-border Douyin store on behalf of the brand. We set up a dedicated eCommerce team in China to facilitate the flagship store growth.
Campaign: The ‘Nourish every moment’ campaign launched from 15th October to 15th Nov, 2020 has built a solid brand awareness for AwaRua and lifted the brand from ‘just another milk powder’, to the ‘one and only premium organic milk powder brand from NZ’. Despite the pandemic hit, the campaign helped the brand double its sales target and gained more than 2 million engagements
Social: Started the brand social account in 2020, accumulated more than 15,000+ followers across Douyin, Red & WeChat. Collaborated with hundreds of KOLs & KOCs for product seedlings and successfully stimulated sales online & offline with increasing brand love.
E-Commerce: Reaching the 7-figures GMV after 10 months operation. In March, the brand ranked the top sales in the category on Douyin in 2022. Helped the brand became the top premium NZ organic milk powder brand on the most influential social media nowadays