Digital and social media Case Study - ABC Cooking Studio Made in China by Uncle Advertising, a full service agency providing creative advertising solutions, digital marketing and social connectivity strategies for brands in China.

1. SOCIAL MEDIA
CASE STUDY
November 2013

2. BACKGROUND
ABC Cooking Studio is an organization where people experience their passion for food by learning how to cook
delicious and sophisticated food and bake breads & cakes, using the freshest and finest ingredients.
Combining study with pleasure, students enjoy a casual and friendly environment at ABC Cooking Studio.
Formerly Japanese, ABC Cooking Studio has opened 124 studios within Japan since 1987 and recently opened
5 studios in Shanghai (China).

3. CHALLENGE
“Love your life and enjoy it to the fullest”
How to send the right message to our audience? ABC Cooking studio needs to build a strong brand image and
let its Weibo fans know about the spirit of the brand.

4. SOLUTION
Uncle-Ad suggested an exciting event, with a limited time frame and limited number of prizes. It creates
scarcity, a great way to generate motivation within consumers.
Therefore, ABC Cooking Studio launched a photo contest on Weibo to celebrate its 3rd anniversary in China,
asking its fans to be creative.
Share on Weibo a picture with ‘3’ elements and mention @ABCCookingStudio for a chance to win a gift.
Additionally, by collecting users generated content, we received real and authentic content, making brand fans
feel more connected.

5. RESULTS
More than 500 participants joined online activities.
The different messages have been reposted 200 times.
This Weibo online campaign has been potentially seen by 90 000 000 people thanks to our brand fans connections.

6. Uncle Advertising is a full service agency providing
creative advertising solutions, digital marketing and
social connectivity strategies. We provide ‘creative
solutions’ which build brands and businesses in China.
We help brands to listen, understand and engage in
conversations in chinese social media: Weibo and
Wechat.
For more information, please visit our linkedin
company page Uncle Advertising (Scan our QR code),
follow us on Twitter @ShanghaiUncleAd or drop us an
email at josselin@uncle-ad.com.
Contributors: Eshion Gao, Elsa Bouillot, Josselin Roulet