Objective:
Drive awareness and sales of Aberfeldy whisky among travelers visiting Hainan duty-free shops during summer holidays through strategic influencer partnerships.

Execution:

• Created an interactive H5 page embedded in WeChat articles

• Partnered with 5 top-tier KOLs, including an offline duty-free shop visit

• Enabled direct purchasing through H5 mini-program integration

Results:

• 60,600+ content views with 2,414 H5 engagements

• 104 direct purchase conversions from campaign traffic

• Strong audience engagement with whisky-flavor focused comments

• Significant lift in brand awareness for Bacardi's whisky portfolio

My Contributions:

• Developed core campaign concept, slogan, and engagement mechanics

• Led KOL selection and creative direction, balancing brand messaging with influencer authenticity

• Managed end-to-end campaign execution and performance analysis