The 35 days promotion at the e-commerce platform Benlai has been a success for European pork from Spain and Portugal in terms of reach, engagement from the audience, and sales. The promotion included the display of From Farm to Fork banners in Benlai website and app to clients accross China. This activity included a 2-hour live streaming show with a chef using Spanish and Portuguese pork in four different recipes, two European and two Chinese.
This promotion, which started on September 7th and run until October 12th, has concentrated a wide variety of promotional efforts, all aimed at boosting the presence and knowledge of European pork from Spain and Portugal among the Chinese public.
One of the main aspects of the promotion were the From Farm to Fork campaign banners in different locations within Benlai’s website and app, resulting in over 7 million views and over 1.2 million clicks on the featured page.
Regarding the Live Streaming, which took place on September 29th, the activity surpassed all reach and views expectations, performing better than previous live streaming sessions with a similar scope. The activity obtained over 265,000 views in the 2 hours that it run, and 812,400 likes (more than one like per person are possible). Throughout the duration, consumers were encouraged to comment and participate on the flash discounts provided during the session.
Apart from the banners and the live streaming, this activity was aimed at interacting with the public as much as possible, in order to widen the audience for the campaign’s key messages on EU pork safety, quality and traceability. To achieve this, some of the actions taken during the activity include Benlai publishing several social media posts on their accounts (WeChat and Weibo), leading traffic to the campaign’s own accounts. Other actions taken have been the publication of promotional messages in 245 of Benlai’s WeChat buyers groups, each of them having between 100 and 300 members, and sending over 210 thousand text messages to interested clients.
Overall, collaboration with Benlai in this activity was a success, as the key messages regarding from Farm to Fork were widely spread in the exact moment when consumers are making purchasing decisions, leading to a higher impact.