The Back Story

Leffe is a unique brand with a big personality. It is a premium Belgian beer with a rich history that can be traced back to 1152 in southern Belgium. Premium and craft beers are becoming increasingly popular in China, as consumers look beyond some of the larger mass produced beers in search of brands with character and quality. However, Leffe is still relatively new to the China market, and Ab-Inbev approached Sekkei Studio to help boost awareness in this increasingly active market.

Strategy

Shanghai Oktoberfest has become a popular event amongst youngsters and expats in Shanghai. The event perfectly complements Leffe’s brand, providing an excellent opportunity for it to boost awareness of the brand and its various products. Leffe therefore participated in Shanghai Oktoberfest 2017, taking place downtown at the RockBund, Yuanmingyuan Road, supplying a range of its beers and merchandise to the event.

As Ab-Inbev was not looking for a massive marketing campaign at this stage, Sekkei Studio focused on creating a streamlined social media campaign and on-brand creative assets to promote the event on WeChat.

What we did

In the run up to the Shanghai Oktoberfest, we improved Leffe’s presence on WeChat by crafting bilingual WeChat content and graphics to cater and appeal to both Chinese natives and English speakers in this vibrant market.

We gave away tickets worth 50 RMB (including one free beer) through Leffe’s official WeChat account. Followers stood a chance to win a free ticket by reposting our WeChat article onto their WeChat moments and sending the screenshot to us. We saw a significant increase in the number of followers, as more and more people took part in the giveaway.

Leffe WeChat campaign

We also gave away one box of beer per month by encouraging fans to share Leffe’s content to their WeChat Moments and send the screenshot back to us. One lucky winner would receive a box of twelve bottles of Leffe beer. This campaign helped to retain followers and keep them interested in the brand throughout the year.  

Despite being a relatively modest campaign, we saw strong results and Leffe gained a significant number of new fans. Followers were very enthusiastic about Shanghai Oktoberfest, and we received hundreds of messages from Leffe enthusiasts. The number of official WeChat account followers increased significantly as well.

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