Fonterra brand rebuilt in China

This case study describes how dairy company Fonterra China used social media to generate positive PR following a food contamination crisis by developing a campaign that allowed it to respond to the public's questions direct.

Fonterra brand rebuilt in China

Company: Tribal Worldwide Shanghai, part of DDB China GroupCountry: ChinaCategory: Public Relations

Summary statement:

In 2013, amidst the WPC crisis, Fonterra cleverly utilized the power of China's digital realm to dust off the negative voices and boost its positive image through an open trust- building platform. This platform incorporated real employees addressing all of the concerns stemmed from real consumer voices, creating real mutual dialogue, void of all the generalized "official public statements," to reinsure the quality and standard of Fonterra while making personal connections with consumers.

https://www.youtube.com/watch?v=9UBckzdxhhY

Campaign strategy:...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands