GODIVA's recipe for success includes influencers and RED, from Brussels to the hearts of Chinese Australians.
Renowned for its luxury chocolates since its founding in Brussels in 1926, GODIVA has become a global symbol of luxury chocolate and quality craftsmanship. Although GODIVA has successfully entered the Chinese market and established a strong presence in recent years, its resonance with Chinese living in Australia is still in the early stages. GODIVA realised that it was not enough to enjoy brand awareness among Australians, but the priority is to delve deeper into the Chinese community, enhancing its appeal and influence.
CHIN, from its insights into the social media usage preferences and trends of the Chinese community in Australia, suggested that social media platform RED (Xiaohongshu) would be the best channel to promote the brand to its target Chinese community in Australia. RED, with a large and active user base and huge reach, provided GODIVA with a platform to build a deep emotional connection with its target audience.
Recognising the pivotal role of influencer marketing in fostering genuine connections and amplifying brand visibility, CHIN strategically partnered with Australian-based influencers specialising in both food and lifestyle. These influencers serve as a bridge, seamlessly connecting GODIVA to the Chinese community. By partnering with Key Opinion Leaders (users with more than 3,000 followers) and Key Opinion Consumers (users with 1,000~3,000 followers), GODIVA has been able to facilitate authentic dialogue and ensure its brand narrative deeply resonates with its intended audience.
During the campaign, GODIVA’s collaboration with 10 influencers garnered a remarkable 10k clicks on their posts. A significant 89% of the engaged audience were young females, underscoring the campaign’s efficacy in resonating with its primary target demographic – buyers of chocolates. This not only highlighted the campaign’s success in captivating an audience keen on fashion, lifestyle, food, and entertainment, but also provided GODIVA with invaluable insights to build on in the Chinese market in Australia.