The Norwegian Seafood Export Council needed a way to engage Chinese consumers in positive conversations about the health and beauty benefits of salmon.
Solution
Ketchum used the fortuitous concurrence of the Chinese New Year falling on the same day as Valentine’s Day, and developed a yearlong “I Love Salmon” campaign. Chinese netizens were invited to send virtual New Year’s and Valentine’s kisses to their loved ones through a special “Fish of Love” page on renren.com, China’s largest online social networking site, and used the Norwegian salmon page to spread the word about the benefits of the fish.
Result
In only a month’s time, over 40,500 netizens enthusiastically sent kisses and greetings to their relatives and friends. Over 10,000 users “friended” Norwegian salmon through their renren page, which proved to be a powerful platform for the NSEC to engage with its brand enthusiasts.
How we EARN ENGAGEMENT
Man Lives in IKEA
By allowing a comedian full access to everything inside an IKEA store to film a series of videos, Ketchum helped engage millions of consumers on the IKEA website, and ultimately drove store sales.
By leveraging Lenovo’s sponsorship of the Beijing Games, Ketchum engaged important thought leaders to boost awareness of the previously little known Chinese brand.
