Red Ant has been working with Police in China for two years and has recently been appointed to develop Police’s global digital strategy that will take key learnings from the China market.
Planning & Execution
In China, Red Ant’s work has included social media strategy, social media activation and blogger/community management. Through these activities Red Ant has built a quality engaged audience via Weibo and Key Opinion Leader (KOL) activation. Seeded brand messages out to new fans via curated blogger content and explored and developed cross-promotional activity with complementary brands such as Costa.
-Content is a mix of brand and product news, China-specific activities and celebrations and global Police ambassador recognition.
-Promotion of curated blogger content, such as ‘best reasons for wearing sunglasses in winter’, increased engagement.
-We developed specific activities with relevant brands – eg joint competition with Costa Coffee China via a Weibo app where winners created post cards and sent summer love messages to friends via social channels. The ‘sweetest’ messages won Police sunglasses
Effectiveness / Results
90,000 engaged users within Police’s target demographic