Award: CAMPAIGN AWARDS \ C29. Best Use of Social Media

Ocean Spray may be the best-selling brand of dried cranberries in North America, but in China, the brand still had a long way to go. Potential, though, is huge. Over the past decade, the American tradition of Thanksgiving has gained visibility in China, especially among urban audiences. Our strategy was to build the audience’s fascination for the cranberry by feeding their wanderlust and curiosity of western traditions. The brand drove the conversation around Thanksgiving, supported by Chinese influencers. The campaign was timed to dovetail with the now famous Double 11 annual sales festival in China. Ecommerce sales of Ocean Spray’s products increased dramatically as the campaign kicked in. Gross merchandise volume during the 2017 Double 11 Shopping Festival grew three times more than that of 2016. Sales were so robust that out of the millions of brands and products sold on its platform, Ocean Spray® and Ocean Spray® Craisins® Dried Cranberries (1360 g) were listed among the top 10 most popular on Chinese ecommerce platform JD Worldwide.