Case Study: Minute Maid boosts rural China growth with EssenceMediacom's cultural pride campaign

Minute Maid drives 22.2 million Kuaishou views with EssenceMediacom

Minute Maid, a beverage brand, aimed to grow by penetrating rural Mainland China during the competitive Chinese New Year period, despite a slight decline in urban sales. The challenge was to connect with a rural audience where memories of local traditions were fading. The vendor EssenceMediacom, supported by other WPP agencies, was engaged to address this.

EssenceMediacom launched a campaign positioning Minute Maid as a cultural ambassador. The solution involved a viral video and a "Hometown Folk Flavor" competition on the Kuaishou platform, culminating in a nationally broadcast "Village Gala Banquet." The results were significant, including 22.2 million video views, engagement from 110 million users on Weibo, and a record-setting 35 million viewers for the gala, which dramatically increased consumer consideration for the brand to 79%.

Minute Maid