China
Tabasco
Light Things Up
CASE STUDY
Context
TABASCO® recently introduced a new brand positioning, communications strategy, and visual branding system aimed at GenNOW consumers. This refreshed approach underscores TABASCO® as a legendary hot sauce thatuniquely energizes food. To amplify this new brand identity, TABASCO®’s global strategy leverages paid media and collaborations with popular food KOLs.
Recognizing the dynamic digital landscape in China, TABASCO® was seeking an efficient, targeted method to engage their audience. The strategic and creative proposal aimed to adapt and implement TABASCO®’s new strategy and brand assets across all relevant consumer touchpoints in China, including social commerce channels, paid social, influencer partnerships, PR, and other awareness-building tactics.
CASE STUDY
Actions
We worked with TABASCO® to initiate their China brand localization and social commerce activation, focusing on adapting its brand messaging and visual identity to resonate with Chinese consumers while leveraging influencer marketing and key social media platforms. Collaborating with popular Chinese foodie KOLs, the strategy involves creating engaging content such as recipes and cooking demonstrations, and establishing a strong presence on platforms like Weibo, WeChat, Douyin, and Xiaohongshu.
Targeted paid social media campaigns and interactive formats, including live streaming and short videos, aim to drive user engagement. Integrating social commerce features, the campaign facilitates seamless purchasing experiences with direct links and exclusive offers. Complemented by PR efforts to generate buzz and media coverage, the initiative aims to increase brand awareness, enhance TABASCO®’s perception, and boost sales among GenNOW consumers in China.
Increased brand search keywords by 1100% during the first 2 months
Activated 60+ influencer collaborations in the first 3 months (and counting)
Generated 1M+ impression for a CNY Campaign, hitting “viral status” on Douyin
