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Blue Diamond


Background

Blue Diamond Growers, a grower-owned cooperative representing approximately 3,000 of California’s almond growers, is the world’s leading almond marketer and processor. Established in 1910, it created the California almond industry and opened world market s for almonds. Blue Diamond is dedicated to delivering the benefits of almonds around the world and does so by providing high-quality almonds, almond ingredients, and branded products.

Blue Diamond wants to expand its brand exposure in Hong Kong and establish a new brand identity as ‘the perfect snack for any occasion’. They also want to rejuvenate their brand to have a younger, more refreshing brand identity, to better connect with the younger audience. Facebook is a one of the key channels they can use to achieve these objectives. The company came to us for our expertise in Facebook Marketing and some fresh ideas.

Objectives

Expand brand exposure in Hong Kong and establish a new brand identity as ‘the perfect snack for any occasion’

Rejuvenate the Blue Diamond brand to have a younger, more refreshing brand identity, to better connect with the younger audience

Our Strategy

After the initial meeting with Blue Diamond to understand the background of this project and requirements, we started by conducting a number of brand, competitor & industry audits to understand Blue Diamond’s brand positioning, demand, and potential in comparison to their competitors on Facebook. These audits also looked into the previous Facebook posts made by Blue Diamond and its competitors, which has worked well, and which hasn’t.

Once we are armed with the insights we need, we hosted a number of creative brainstorm workshops to ideate on how to establish Blue Diamond as ‘the perfect snack for any occasion’ in front of younger target audiences. Many good ideas came out of these meetings, but the main thinking is that people are more likely to resonate with marketing contents that are related to major public events and everyday life. We decided to explore further on this route.

Creative visual design is a key success factor. Our creative design team worked with the team at Blue Diamond and created various refreshing imageries featuring Blue Diamond product shoots.

In July 2021, we started creating various posts on the Blue Diamond Facebook page that are related key events such as the UEFA European Football Championship, as well as everyday activities like visiting the beach. Relevant hash tags were also added to these posts to bring out the essence of these posts in a cute way and  to enhance post visibility: #BlueDiamond #藍鑽石杏仁 #honeyroasted #roastedsalted #wasabisoysauce #睇波必備 #邊睇邊食 #歐國盃 #營養豐富 #香脆可口

Online games were also created to capture audiences’ attention and encourage engagements. Winners of these games received free trial packs of Blue Diamond almonds, to further entice them to buy in the future.

Towards the end of 2021, as we were fast approaching Christmas and Chinese New Year, a new series of posts themed around the festival seasons were created. This time, we want to target families to promote Blue Diamonds’ gift sets, which are usually very popular this time of the year. To make these posts even more interesting, we partnered with a well-known illustrator, YanComic媽媽手記, and bloggers, including 超級奶爸 何基佑 Kay Ho and 何師奶 ~《全職”煮”婦生活逸事 + 烹飪分享》. Together, we created a number of posts related to the Christmas and New Year season, which was well received by our audience.

The Results

Acquired 157 new Fans from Dec-2021 to Feb-2022

Fan base consists of the right target demographic – Female: 64% Male: 34%, the majority of fans belong to age group: 25-44 (60%)

Top 3 feeds performance:

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