Introduction
The Fruits from Chile Association (ASOEX) is a nonprofit private entity representing Chile’s fresh fruit growers and exporters. Together, they represent 96% of all fresh fruit exported from Chile.
In 2019, cherries overtook grapes as Chile’s largest fruit export, with sales of $1.6 billion. China represents the largest export region for the cherry category.
Since 2019, we have developed the advertising strategy and coordinated sales promotions with all e-commerce platforms for all Chilean fruit exported to China.
Research and Strategy
The value of chilean cherries exports increased from US $852 million to more than US$1.45 billion between 2016 and 2020.
To accompany the growth in China, we develop a 5 years strategy to further penetrate the market and doube the export volume by 2023.
We forecast regional GDP growths and subsequent consumer habits’ evolution, allowing us to plan growth in the define area.
Brand Identity
We developed communication guidelines for online and offline retailers, importers, and KOLs. The result was a consistent message and brand identity across different channels.
We further modernised the look and feel of the cherry character, Xiao Li.
Website
We implemented and managed a single website for all product categories, with separate pages for each fruit.
Video Production
Using our in-house motion-capture equipment, within 2 days, we generated more than 40 videos featuring our 3D cherry mascot.
Social Media Management
We engaged with consumers on all fronts, from Weibo and WeChat to Red and TikTok.
lIn 2019, we organised the “Cherry Nose Challenge” on TikTok, following a strategic TV product placement on Beauty Lady Show.
In 2020, we further engaged consumers on Weibo with a nationwide prize valued at 1,800,000 RMB. We teamed up with Chinese celebrities to promote the brand, including Jiro Wang, who delivered a very special Valentine’s message.
Digital Campaign
During an intensive 8-week promotion, we generated a massive integrated campaign: from TVs to OOH exchange with e-commerce platforms, from celebrities to KOLs, from product placement to offline activation.
Cherries from Chile became s a regular “hot topic” on Weibo from the generated buzz.
E-commerce Management
We worked directly with all major e-commerce platforms to build specific promotions. We extended activities to drive traffic from out-of-store.
This year’s launch of our 1,800,000 prizes generated such wide engagement that all e-commerce platforms participated in this promotion. To our knowledge, this marks the first time for such a phenomenon to occur.
The concept generated nearly one million RMB worth of free advertising from our partners.
Results
For two consecutive years, our promotions strategy helped surpass sales KPI with an average sales growth of 30%.
