Carlsberg’s Asia unit is rolling out a digital marketing campaign in the region with Chinese social media and e-commerce platform RedNote.
The campaign, ‘Cheers From the Origin’, will be focussed on “key” Asian markets including China, Hong Kong, Malaysia, Singapore and Vietnam. Marking its launch is a 3-minute-52-second video featuring Chinese actor Shawn Dou, which has been shared on the brewer’s YouTube channel (below).
Dou has also been employed to host ‘online-to-offline’ (digital advertisements encouraging consumers to shop in physical stores or visit a location) “beer experiences” with RedNote, tailored for each market.
Other activations – including an interactive “daily mission” promoted in the RedNote app that will encourage consumers to ‘check in’ at certain locations – will run between now and 9 October. Consumers who complete these exercises will earn points to spend on Carlsberg merchandise.
The Cheers From the Origin campaign is part of Carlsberg’s “strategic partnership” with RedNote – known as Xiaohongshu in China – which was established last year. Carlsberg said the latest activation was part of a “long-term” digital growth “journey” that will lean on RedNote’s “social commerce capabilities, data insights and creator network”.
“The collaboration is piloting new ways to reach Chinese-speaking, digitally savvy consumers and convert online engagement into on-the-ground bar and restaurant visits and e-commerce conversions,” the brewer explained. Global Drinks Intel has asked Carlsberg for further information on the collaboration.
On the latest activations, Carlsberg Asia’s commercial VP, Arindam Varanasi, added: “This campaign marks a pivotal milestone in our Asia Digital Acceleration Program. ‘Cheers From the Origin’ demonstrates our partnership-led approach to linking our premium product portfolio with digitally engaged consumers, scaling online-to-offline conversion, and driving sustainable, long-term value for our brands and our business.”
In June, Carlsberg added three Asian markets to its recently launched marketing activation for the Tuborg international lager brand. China, Myanmar and Vietnam will be the targets for ‘You Don’t Have To’, the campaign for Tuborg that debuted – with Gen Z consumers in mind – in March.
