This is a pilot activity and the first of its kind where one of the most recognized Lifestyle KOLs in China with around 1 million followers will promote wines from 12 vineyards through consumption occasions for 3 months in order to generate a momentum that lasts in time. The format of the event will consider offline and online activities:
- Offline: 1 blind tasting and two dinners in Shanghai and Hangzhou, two cities recognized by ontrade channels
- Online: 12 videos on 2 massive channels but with different focus: 6 videos on Douyin, which is China’s Tiktok, and 6 videos on Little Red Book (analogous to Instagram)
The results of this activity will be evaluated in terms of content and impressions, where we will seek for consumers to discover the great diversity and quality of premium wines that are still within the reach of daily and special occasions. This is due to one of the most marked consumer trends in China called “Affordable Luxury” which goes hand in hand with economic development and the development of wines. There is great interest on the part of different wineries of various sizes to raise consumer awareness of Chile and its wines.