Innovative Marketing Campaign for Mid-Autumn Festival

Introduction to Rockit Global’s Campaign

Rockit Global has launched an progressive marketing campaign in China, integrating augmented reality (AR) to spice up sales through the Mid-Autumn Festival period. The company, known for its snack-sized Rockit apples, has partnered with Shanghai-based artist Yixin Zeng to design limited-edition gift boxes. These unique boxes have fun the Mid-Autumn Festival and offer an interactive experience for consumers.

Augmented Reality Experience

Using AR technology, consumers can scan the moon (or any round object) on the gift box artwork to unlock various interactive campaign elements. These elements include animations, frames, and stickers that could be shared with family and friends on WeChat, helping to attach Rockit with hundreds of thousands of consumers. Eric Dai, Rockit Global’s market manager for China, emphasized the importance of this feature in constructing awareness and fascinating with customers.

Collaboration with Online Influencers

Rockit Global has also collaborated with online influencers to advertise the campaign. One such influencer, artist Aimee, created a chunk of artwork using elements from the gift boxes. The artwork, created from Rockit’s recyclable packaging, depicts a crystal palace on the moon from a conventional Chinese legend. This artwork was displayed at interactive consumer roadshows in key retail stores across five cities in China.

In-Store Activities and Sales

The in-store activities, including sampling, traditional Mid-Autumn Festival games, and merchandise competitions, have been highly engaging. According to Hannah de Valda, Rockit Global’s brand manager, these activities, combined with the strong gift box design, have already led to a major increase in sales. Rockit sales have tripled in stores where these activities have taken place. The gift boxes contain three or six packs of Rockit apples, making them a pretty purchase for consumers.

Sales Performance and Future Outlook

Despite initial challenges as a result of lockdowns in Shanghai, Rockit Global reported a 13% uplift in sales volume year-on-year in Mainland China (YTD September 2022 vs September 2021). Eric Dai is optimistic concerning the future, citing the Mid-Autumn Festival as a peak consumer demand period in China. Last 12 months, Rockit sales volume climbed 62% year-on-year (YTD September 2021 vs September 2020), and the corporate goals to proceed this trend with strong in-store displays and themed stores.

Conclusion

Rockit Global’s progressive marketing campaign, which includes augmented reality and collaborations with online influencers, has been successful in constructing sales momentum through the Mid-Autumn Festival period. With its unique gift boxes and fascinating in-store activities, the corporate is well-positioned to proceed its growth trend in China. As the Mid-Autumn Festival stays a major consumer demand period, Rockit Global is poised to make a powerful impact out there and drive sales of its progressive products.