Case Study on Chinese Social Media: Disaronno

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The imported spirits market has grown 250% in the past 10 years in China...the fastest in the world, with many fans eager to learn about the drinking culture and flaunt wealth through premium brands. Mailman Group helps premium brand, Disaronno, engage with fans and carve out a niche in the spirits market on Chinese social media

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Case Study on Chinese Social Media: Disaronno

  1. 1. Making a Splash on Chinese Social Media Powered by Case Study: Disaronno
  2. 2. The imported spirits market has grown 250% in the past 10 years in China ...the fastest in the world
  3. 3. Being knowledgeable about and the ability to afford imported spirits are considered status symbols in China
  4. 4. As a result, trying new drinks, bartending, as well as looking online to share tips are increasingly popular among Chinese consumers
  5. 5. Disaronno, a premium liqueur, wanted to connect with this growing base
  6. 6. ...but with & blocked, how could they join the conversation in China?
  7. 7. That’s where Mailman Group came in
  8. 8. In only 180 days… Disaronno went from ZERO presence in China to +20,000 social media followers & an established place for fans to learn about bartending
  9. 9. How we did it... Content pulled, translated, & posted existing content Design designed China- specific profiles on Chinese social media Campaigns engaged fans through contests, giveaways & tips
  10. 10. Using KAWO’s technology, Mailman was able to pull Disaronno’s preexisting content & make it relevant to a Chinese audience on Chinese social media channels
  11. 11. Mailman designed visually-appealing and local profiles
  12. 12. A variety of campaigns, including contests, giveaways & events drove fan engagement, traffic to Disaronno’s own website, and organic spread
  13. 13. By bridging the Chinese social media gap, Mailman established Disaronno as a premium brand, a guide on bartending, & gave Disaronno a way to interact with fans!
  14. 14. www.kawo.com Brought to you by Mailman Group Socializing Business www.mailmangroup.com

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