SUMMARY
BE-KIND, a well-known North American brand, planned to debut in China's two largest e-commerce platforms in May 2019.
In the white-hot snack market, we found the core competence of BE-KIND: high appearance level snacks full of fashion sense.
Highly consistent with fashion labels, Festival de Cannes is a high profile event where lots of fashionistas gather to debuts. It took the hot topic of the Cannes Festival as the entry point to create a story.
For off-page optimization, it seeded on the social platforms based on the story of BE-KIND’s popularity in Cannes, and continuously drive traffic to e-commerce.
For on-site promotion, we used Cannes materials to theme creative integration. This set off a round of “snack trend” by live streaming abroad without time lag.
It has achieved a stunning debut through skillful use of social platforms, and truly combined the brand communication and sales conversion from Cannes to China.
