Global Food Brand’s Quant & Qual Approach to Designing an Asian-American Lunar New Year Campaign

Introduction

A global food brand established in the 1800s is renowned for its commitment to offering delicious, easy-cooking meals that comfort both belly and soul. As the world continues to navigate the challenges brought on by the pandemic, this brand has remained steadfast in its mission while adapting its marketing strategies to meet changing consumer behaviors and preferences. In celebration of the Lunar New Year and the Year of the Tiger, the brand launched a culturally resonant sweepstakes promotion aimed at Asian communities in the USA and Canada, leveraging both traditional and digital marketing channels to maximize engagement.

Campaign Overview

The Lunar New Year campaign was designed to spread hope and luck, resonating deeply with Asian traditions and festivities. Participants were invited to enter a sweepstakes to win a $1000-value cast iron cookware set by uploading their favorite Lunar New Year dishes prepared using the brand’s seasoning products. The promotion was endorsed by a top-tier Chinese TV celebrity, who shared his family’s festival celebrations through two special Knorr cooking episodes. Additionally, each sweepstakes winner received an autographed recipe card from the TV celebrity, enhancing the personal touch of the campaign.

To accommodate the linguistic diversity of its target audience, the brand developed a trilingual landing page in English, Chinese, and Vietnamese. The campaign was disseminated through digital channels, including social media, major Asian websites, and mobile apps, complemented by television segments and in-store point-of-sale (POS) displays to create a unified brand experience across multiple touchpoints.

Objectives of the Study

The primary objectives of the quantitative and qualitative study were to:

1. Evaluate Campaign Effectiveness: Assess the overall success of the marketing campaign in terms of engagement, participation rates, and sweepstakes entries.
2. Understand Consumer Perceptions: Gather insights into how consumers perceived the campaign, especially regarding cultural relevance and personal resonance.
3. Identify Opportunities for Improvement: Determine areas where the campaign could be optimized in future iterations to better meet the needs and expectations of the target audience.

Methodology

Quantitative Research:

• Survey Distribution: Online surveys were conducted among participants who entered the sweepstakes. Questions focused on demographic information, product usage, and satisfaction with the campaign.
• Data Analytics: Website and social media analytics tools were employed to track engagement metrics such as page visits, time spent on the landing page, and interaction rates with campaign content.

Qualitative Research:

• Focus Groups: Focus groups were held in key markets including major cities in the USA and Canada. These sessions were conducted in English, Chinese, and Vietnamese to ensure linguistic inclusiveness. Participants discussed their views on the campaign’s cultural alignment and engagement strategies.
• In-depth Interviews: Interviews with select sweepstakes winners explored the personal impact of the campaign, the perceived value of the prizes, and the effectiveness of the Chinese TV celebrity’s endorsement.

Key Findings

Quantitative Insights:

• The campaign generated over 500,000 sweepstakes entries across the USA and Canada.
• Social media analysis revealed high engagement rates, particularly on platforms popular among Asian communities, such as WeChat and TikTok.
• Retail POS data indicated a significant increase in Knorr product sales during the campaign period, suggesting effective in-store promotion.

Qualitative Insights:

• Participants expressed a strong cultural connection with the campaign, citing the use of traditional Lunar New Year symbols and the involvement of the Chinese TV celebrity as particularly effective.
• The trilingual landing page was well-received, with many participants appreciating the inclusiveness and accessibility of information in their native languages.
• Feedback on improvement focused on the desire for more interactive elements in the digital campaign, such as live cooking demonstrations or Q&A sessions with Moses Chan.

Conclusions and Recommendations

The study concluded that the brand’s Lunar New Year campaign was highly successful in engaging Asian communities in the USA and Canada, driven by its cultural relevance and effective use of celebrity endorsement. However, there is room for enhancement in terms of digital interactivity and broader in-store execution to further increase engagement and product uptake.

Recommendations for future campaigns include:

• Interactive Digital Experiences: Incorporate interactive elements like live sessions or cooking challenges to deepen engagement.
• Expanded Retail Activation: Wider deployment of in-store displays and possibly interactive kiosks that offer recipe suggestions or product information.
• Continuous Cultural Engagement: Maintain a year-round presence in community events and celebrations to strengthen brand loyalty and recognition.

By addressing these areas, the food brand can continue to build on its legacy of connecting with diverse communities through culturally resonant marketing campaigns that celebrate important cultural festivities.