Case Study

Thompson’s x Master Kevin Auckland VIP Event

Jun 04, 2021
Influencer and Master Class Campaign
As a market leader in natural healthcare in New Zealand, Thompson’s collaborated with Master Kevin, one of the most well-known make-up artists in Asia for the first time. A Master Class was held in Auckland, with the objective to increase the brand awareness in ANZ Market within the Chinese community and build brand confidence for ANZ distributors and Daigous.
Fully leverage with influencer
Master Kevin’s own social media channels including Weibo, RED, and Yizhibo livestreaming broadcasted the Auckland trip and the event experience, with around 10 million impressions across the platforms.
Website Take-over Advertising
A homepage take-over media strategy on Chinese news website Skykiwi, the most influential Chinese media in New Zealand was taken to maximise the reach of the audiences during the campaign period.
Master Kevin is considered as the perfect fit for Thompson’, and the collaboration offered a great opportunity for the brand’s business partners to engage with influencer directly.
A plenty of marketing assets were generated to help continuously build brand awareness in a long term
A plenty of marketing assets were generated during the campaign. Master Kevin authorised his images and videos to Thursday Plantation, and over 300 images and a 5-minute making-off video were used as promotional materials for 6 months for brand official channel, distributors and Daigou community.
The Client
As a market leader in natural and healthcare in New Zealand, Thompson’s enjoys positive growth in Australia and exporting products around the world. It has become a well-known supplement brand among Chinese community in both New Zealand and Australia, especially is recognized by Daigous in New Zealand.
Our Approach
Think China proposed to invite Master Kevin to conduct a Master Class Event featuring the nature advantage of Thompson’s at the venue SkyCity in Auckland. Think China managed all communication with the celebrity, from approaching, negotiation, shoot management, and social media engagement on the Master Kevin’s Weibo and RED accounts. During the event, A Daigou KOL based in New Zealand and a nutritionist joined the panel discussion with Master Kevin, to discuss and share their health and beauty advices. KOLs and medias were also doling live broadcasting via Taobao livestreaming, and sole the Thompson’s products directly online.
Thompson’s key business partners, as well as local Daigous had a deeper understanding of the brand’s history, philosophy and product benefits from the event.
Think China was responsible for all campaign related creative development, including event MC script, branding and decoration materials design and production. We also approached and invited New Zealand based Daigou community and medias to join the event, creating opportunity for Thompson’s to communicate directly and build connections with potential business partners. Over 230 guests in total attend the event. The campaign engaged with 300 Chinese KOLs to release product reviews on social media platforms including Weibo, WeChat, RED and Zhihu. Over 20 local medias published the event PR articles on their platforms, receiving over 240K impressions.

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