Herbal drink provider Hung Fook Tong (鴻福堂) is embarking on a mission to rejuvenate the brand with a major shake-up of its digital marketing.
Partnering with NewDigi.Solutions, a division of New Media Group, the 29-year-old retailer has rolled out a social media initiative to tout its iconic Chinese herbal drinks starring foreign standup comedy Vivek and well-known YouTuber Carlos.
The two online celebrities were asked to each create a video in their own styles to showcase the health benefits of herbal drinks. Spanning July and August, the two videos will be running on both Hung Fook Tong Facebook page and the two celebrities' social channels calling online users to vote on their preferred one. The winner will be granted a chance to star in the next wave of Hung Fook Tong's online commercials.
To attribute the campaign to offline sales, second time vote can only be triggered by code numbers printed on some of Hung Fook Tong's bottle capsules.
"Foreign faces with fluent Cantonese can always attract eyeballs," a spokesperson from Hung Fook Tong told Marketing.
"Vivek and Carlos are the two of the best online comedian in Hong Kong and can deliver the function of herbal drinks and Chinese herbal theory in most the humourous way."
"Using foreign faces to promote traditional herbal drink is a breakthrough in Hong Kong," the spokesperson said.
"We want to show that Chinese herbal drink is a healthier alternative of soft drink and can be universally consumed by people around the world."
This venture into social media campaigning aims to expand its customer base to the youth segment.
"The effectiveness of mobile phone and online marketing is increasing important to the youth and working class segment, and video is the most popular content consumed by youngsters.
"Online marketing provides the option to refine our strategies at any point in time and to track real-time results of improvements, it enables marketer to have a better control to their marketing programmes.
"We will continue to enhance the proportion of digital in our marketing mix including consumer promotions and CRM programmes."
Content creative partner: NewDigi.Solutions @ New Media Group
Account servicing: Lydia Chin, Elyse Cheung, Tracy Lam
Creative: Raymond Wong, Noel Wong, Kura Ku
Video production: Multimedia Creative @ New Media Group