Campaign details
Brand: KangShiFuBrand owner: Master KongEntrant company: Mindshare China - China (mainland)Idea creation: Mindshare ShanghaiMarket: Greater ChinaSector: Soft drinksMedia channels: Word of mouth, Influencers, KOLs, Content marketing, Product placement, Packaging & design, Livestreaming, Mobile & apps *, Social mediaBudget: 3 - 5 million
Executive summary
In 2021, when KangShiFu unveiled its Zero-Sugar Iced Tea, it had two key objectives: Finding a unique way to elevate brand awareness and affinity with its target audience, young girls, as well as synergising content with eCommerce to drive...