All 33 certified restaurants across China were involved in the campaign.
Published in Dianping
Read online (In order to view the content of this link, you must download the Dianping application)
The number of Spanish restaurants in China is small in relation to the size of the Chinese market and even fewer restaurants meet the certification requirements. For this reason, a specific campaign has been deployed to raise awareness of the seal and to support Spanish restaurants that are part of the RFS programme. It is organized by the Spanish Institute for Foreign Trade (ICEX), through the Economic and Commercial Office of the Spanish Embassy in China, and Alimentos de España.
These are the tools that have been used for this purpose:
Landing page
A landing page was implemented which listed the certified restaurants and contained a space to describe the specifications of the seal. In addition, it contained other elements such as a brief introduction to Spanish food with images of typical dishes to attract consumers' attention, user posts related to the certified restaurants and a section with the official logos and links to other FWS social networks.
Topic Zone: Incentive bonus
To increase the impact of the campaign, incentive bonuses (a total of 25 coupons of 200 RMB) were introduced to enjoy at restaurants in Dianping. A red banner was added to the landing page (even if it slides up or down, it remains fixed) which reads: ‘Share your Spanish dining experience and win 200RMB’.
When the banner was selected, you were redirected to the conditions and requirements for participation. These bonuses could be earned by users when they made and published a review of a certified restaurant.
Publication of KOLs (Key Opinion Leaders)
KOLs were pre-selected from a list provided by Dianping to promote the certified restaurants and increase the visibility of the campaign through UGC (User Generated Content).
Finally, 5 KOLs were selected with the following geographical distribution of certified restaurants within China: 2 in Shanghai, 1 in Beijing, 1 in Chengdu and 1 in Guangzhou.
KOL |
Link |
小李子 |
|
Fay菲菲 |
|
可乐w |
|
one.pice可不够 |
|
阳光沙滩 |
|
The elements included in the publication of the KOLs were: a description of the seal, highlighting a Spanish dish from the certified restaurant to be visited and citing/labelling the existence of the other certified restaurants in the region.
Keywords in Dianping
Another resource that was provided was that from the search engine of the main menu of the application by typing keywords, the “landing page” appeared as a result, increasing its visibility. The keywords were:
- ICEX
- 西班牙餐厅认证 (Restaurants from Spain)
- 西班牙餐厅认证计划 (Restaurants from Spain Program)
- 西班牙餐厅推荐 (Spanish Restaurants recommendation)
- 西班牙餐厅精选 (Spanish restaurants selection)
Offline campaign poster
Restaurants from Spain certified in China were given the possibility to have a personalized Dianping banner of the campaign to put on the door of the restaurant.
This type of banner is usually appreciated by the restaurants, as Dianping only offers it to specially awarded restaurants and usually in the framework of some campaign of their own.
Some restaurants made use of this advertising and displayed them at the entry of the restaurant.
Official Dianping Weibo Promotion (MTDP) and attendance at the Beijing 2024 Summit
Dianping committed to publish this campaign on its official Weibo account and a week after the Summit, on September 30, the post was published.
The Summit which was held on September 23, 2024 in Beijing, where Ma Jing the public affairs director of the platform attended in person and gave a speech to promote this collaboration.
Promotion in FWS China networks
The campaign was revealed in Dianping to FWS followers through the WeChat network.
.png.transform/rendition-xs/image_image%20(1).png "Feder")
