United Media Solution (UMS), New Zealand’s leading Chinese digital marketing agency, has been awarded the best International Social Media campaign in the 2017 New Zealand Social Media Awards #NZSMA.
UMS was recognised for its Taste New Zealand WeChat Loyalty Program for New Zealand Trade and Enterprise (NZTE). UMS designed and built a WeChat platform to help NZTE promote New Zealand brands and products to Chinese consumers.
The Taste New Zealand program worked by providing consumers who purchased products from a New Zealand company with a dedicated QR code. Once a user scanned the code, they were provided access to the Taste New Zealand and could sign up to receive points and prizes. Users earned points every time they purchased New Zealand products and they were kept active through regular competitions and prize draws.
The program has built a database of 70,000 members, and UMS working with NZTE is able to collect and analyse consumer insights from the database to promote other New Zealand brands and products.
UMS faced stiff competition in the International category with other finalists including: ANZ Bank’s #Holdtight campaign, JUCY Car rentals Visit Noosa Instameet, The International Travel College of New Zealand and Air New Zealand’s collaboration with How To Dad, ‘How to Fly with a Baby’.
UMS chief executive officer Jessica Miao said, “We are really proud to have our work judged as the best International Social Media campaign. We were nominated among some of Australia and New Zealand’s biggest social media players and we are humbled to have won this award.”
“Our work for NZTE helped to promote New Zealand’s brands and products to Chinese consumers via WeChat and it is a great example of the sort of projects that kiwi companies can achieve in China’s unique social media market,” said Miao.
Maxwell Shi, NZTE’s China MarComms Manager, said, “We are happy for UMS winning this award with our key project in China. NZTE aims to set up Taste New Zealand as a benchmark for NZ businesses in commercialised social media practice of China. Finding a local partner with both the knowledge of NZ and the fast-pacing China digital context is not an easy job but luckily we did so. We hope to continue working with UMS for achieving higher goals in this ongoing campaign.”
Read more about how UMS’ created a WeChat Loyalty Program to help promote New Zealand products here: http://www.ums.co.nz/blog/2017/01/25/nzte_wechat/