U.S. Cranberry Awarness Campaign With Sina

Posted on November 9, 2016

CMC collaborated with SINA in organizing a campaign on SINA’s website from October 17 to 28. The objective was to enhance consumers’ awareness of U.S. cranberries. The theme of the campaign was built around introducing cranberry recipes, using the key words #蔓妙新味,莓味生活# (Taste of Cranberries, A Life with Berries) and linking them to CMC’s website.

A customized CMC landing page was created on SINA’s website. It included 16 cranberry recipes and was linked to CMC website. It received 102,491 page views. It continues to be hosted on SINA’s website:
http://sh.sina.com.cn/2016/UsaCranberry/index.html

To get more exposures, different banners with cranberry images was inserted into SINA’s website. The banners were also linked to the CMC landing page. They received a total of 42.67 million impressions and 96,000 clicks.

SINA invited 5 key opinion leaders (KOL), with a total of 4.97 million followers, to post Weibo contents. The 6 posts with the key word #蔓妙新味,莓味生活# (Taste of Cranberries, A Life of Berries) posted by 5 KOLs received 196,976 impressions as well as a total of 12,234 reposts, comments and likes. Overall, the topic with the key word #蔓妙新味,莓味生活# (Taste of Cranberries, A Life of Berries) received 1.23 million impressions.

During the promotion, page views of CMC’s website were boosted to 121,708, an increase of 120,889 compared with the same period of 2015. Followers of CMC official Weibo account reached 62,663, an increase of 20,233, or nearly 48%, compared to the level prior to the campaign.

SINA is an online media company serving China and the global Chinese communities. Its digital media network includes SINA.com (portal), SINA.cn (mobile portal) and Weibo.com (social media).

Testimonials

"M. Z. Marketing Communications has provided exceptional support for the U.S. pecan industry’s successful marketing efforts in China... This is a professional organization which has the full confidence of the U.S. industry."

− National Pecan Growers Council

"From our recent experience working with MZMC for our efforts in mainland China, it has become clear that we couldn’t be working with a stronger or more effective partner. Their work is exceptional, of the highest quality and has certainly contributed to our successes in the China market!"

− Scott J. Soares, Executive Director, U.S. Cranberry Marketing Committee

"M.Z. Marketing Communications is the best thing that has happened to our industry in China. We are writing a new chapter in the history of our industry and MZMC is the primary author."

− Butch Weege, Executive Director, Ginseng Board of Wisconsin

Follow Us

Find Us

M.Z. Marketing Communications

311 Siping Road
Hanson Mansion, Building B
Suite 1406
Shanghai, China 200081

Tel: (+86) 21-6521-6751
Fax: (+86) 21-6521-3459
E-mail: info@mzmc.com.cn