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“YouFind is an energetic team. No matter when you’re on weekends, holidays or even mid nights, they’re able to come up with instant innovative ideas which keep our brand state-of-the-art. It’s crystal clear they know what they want and have a clearer picture of what our target group needs. “

-Sammy Cheung, 
Product Manager of Amoy 

Background 

Established in 1908, Amoy founded their cornerstone on the quality and reliability of the products across generations. With over a hundred and eleven years of history, the centennial brand stands firmly with the people of Hong Kong with their products of outstanding quality and take care of the needs and demands of every one of us. In 1987 Amoy built a production plant in Tai Po. From production, management to packaging and distribution, every single procedure is closely managed and monitored by the company. 

Amoy is eager to strengthen its brand leadership, particularly to emphasize it’s historically recognized “Made in Hong Kong” identity. The company is also keen to increase its presence on Facebook. The marketing team at Amoy approached YouFind to seek our help in social media marketing. 

Objective

  • To enhance the legacy ‘Made in Hong Kong’ brand identity and reinforce Amoy as the first choice for soy sauce 
  • Increase Facebook fans through social media campaigns 

Our Strategy 

We first met with the team at Amoy to understand the background of this project and requirements. Then, a number of brand, competitor & industry audits were conducted to understand Amoy’s brand positioning, demand, and potential in comparison to their competitors on Facebook. These audits also looked into the previous Facebook posts made by Amoy and its competitors, which has worked well, and which hasn’t. These insights provided us with strategic input for this project. 

Creative wise, we aligned and modernized Amoy’s presence on the various social media platforms, including Facebook, YouTube, and Weibo. Then, by adding a mixture of creative social media feeds and mini games, we successfully garnered attention from our target audience and elevated Amoy’s brand reach and awareness. 

To further increase brand buzz, we developed creative campaigns and tactics, including the ‘Made in Hong Kong MasterChef’ online competition. We also partnered with daydaycook, a well-known cooking KOL. Together, we promoted Amoy-inspired recipes, cooking videos and much more, and successfully created a lot of noise around the Amoy brand. 

Results

  • Doubled Facebook engagements 
  • Increased 6,000+ new fans 
  • Daydaycook campaign acquired 1,600 new fans, increased audience interaction by 4 times and reached over 2,000,000 people 
  • Live stream feeds gained 200+ new fans and reached 300,000 audiences (70,000 audiences were reached organically) 
  • Successfully reinforced Amoy’s brand identity of ‘Made in Hong Kong’ 
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