Social Media / Ling Ling

Digital
Written By Rebecca T.

Project

Consumer Engagement, Community Management

Client

Ling Ling (part of the Ajinomoto product family)

Relationship

Retained AOR for Retail/Shopper Marketing

Goal

Launch a new line of gourmet Asian multi-serve entrées, generate consumer awareness and engagement, and stimulate sales.

Approach

We built an integrated campaign with strong emphasis on digital and social media—video, display, native ads, and community engagement. Additional components in the holistic program included a new website, influencer and event overlays, and search engine marketing. The campaign centered on the attributes of great taste and authentic Asian flavors from various regions around the globe. Focused retail distribution meant that a number of custom retailer overlays were necessary, along with broader marketing activity, requiring solid strategy and thoughtful execution to our meet objectives.

Results

Year-long activities yielded positive results, with increases across the board and very efficient CPM.

  • Website: 26% increase in visit durations to the website

  • Social: Doubling of social fans, 13 million+ reached

  • Influencer: 160.9 million impressions

  • Video/YouTube: 2.5 million reach, 590k views, 7.3% engagement rate

  • Search: 22% increase in traffic

  • Programmatic Ads: 28.3 million impressions, .30% CTR (industry standard .10%)

Rebecca T.
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