What do California Almonds really represent? That’s the question the Almond Board of California (ABC) China team asked Chinese consumers in 2016 with the “Follow the Sunshine” campaign.
To create clarity in a market where almonds are known by several different names, the team embarked on an immersive education campaign to highlight the benefits of California Almonds, and recounted their journey from the sun-drenched valleys of California to the urban sprawl of China’s mega cities.
To better engage with our target audience, the team created a mobile game for social media, allowing players to shake and swipe their way through the almond orchard, learn more about California Almonds and find the best tips for almond snacking. For one lucky adventurer, there was even the opportunity of a lifetime to visit California and the home of almonds themselves.
Four leading Chinese snack brands, such as Chacha and Be&Cherry, as well as influencers from lifestyle, health, nutrition, travel and food, joined forces with ABC to help promote the game, and media placements from online video portals to metro station billboards ensured that the California sun shone brightly throughout the Chinese winter.
During the six-week period from Nov. 11 to Dec. 20, the campaign was viewed more than 1.6 million times, with over 190,000 plays of the game. And with an upcoming media event and Wave II campaign planned for this summer, even more Chinese consumers will be choosing to Follow the Sunshine with California Almonds in 2017.
