Introducing China to a Fresh Drinks Brand

Project Specifics
  • Whitley Neill Gin

  • Digital Marketing Solutions
  • 2020-2021

The Situation

Premium British gin brand Whitley Neill wanted to expand its footprint in the Chinese market, especially reaching and educating young professionals and food & drink enthusiasts through online and offline engagement.

The Results

Our campaign reached more than 4.6 million Chinese consumers, particularly in the target market of Shanghai, substantially increasing awareness of the new brand.

Our Work

Dragon Trail selected three Shanghai-based lifestyle media to introduce the brand, flavors, and production process, with an effusive response from readers. Leveraging KOL and KOC word-of-mouth, we also collaborated with 18 influencers to promote brand awareness and e-commerce sales across six social media platforms: WeChat, Weibo, Douyin, Kuaishou, Xiaohongshu (RED), and QQ Kandian. Between media brands and influencers, this content reached an audience of more than 4.6 million Chinese consumers.

The media campaign was complemented by an interactive campaign on WeChat to promote the brand and gin culture, providing inspiration for Chinese gin lovers to make cocktails at home. Users could find recommendations and recipes, play a virtual cocktail-making game, enter a lucky draw to win a bottle of WNG Original or Rhubarb & Ginger gin and redeem coupons for Whitley Neill products on its e-store.

In January 2021, we also organized an offline cocktail mixing masterclass at Shanghai’s Union Trading Company – one of Asia’s 50 Best Bars – run by award-winning mixologist Yao Lu. The exclusive event was attended by KOLs, media, brand partners, and selected members of the public.

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