How to increase consumer spend and favorability for General Mills Wan Chai Pier dumplings during the Chinese holiday season.
We produced an online video surrounding an experiment between mothers and their children. In the video, mothers were invited to serve their homemade dumplings, leaving the children to guess which dumplings were made by their own mothers. Most children made a correct guess, proving that taste does indeed have a memory.
Created an integrated content marketing campaign leveraging Wechat, Weibo, video websites, and key opinion leaders to help this video go viral, ultimately increasing Wan Chai Pier’s brand awareness.