THE SITUATION Established in 1903 in a bavarian beach town in China—Tsingtao is a longstanding brewer with a rich brand heritage. Recognised internationally, Tsingtao is a favourite amongst lager-lovers standing boldly amongst the likes of Heineken, Tiger and Peroni. Working with Tsingtao between 2013-2016 on a series of local integrated[…]
In its fourth year (2017) as the marketing agency for Tsingtao, UMM’s strategy for the brand’s Summer Campaign included a case takeover and an integrated execution of comms via digital (social media and website), PR, and retail (the redesigned case). This year moved in a different direction: Tsingtao Beer St. The brand[…]
OBJECTIVES The Tsingtao Be Bold was Tsingtao and UMM’s third summer working together, and, as with Year Two, involved the Creative, Social Media & Online Publishing, and Influencer/Activations teams. The audience has matured, but the objectives remained largely the same, albeit attacked in a fresh manner, using learnings from the[…]
OBJECTIVES The first year of Tsingtao Be Bold aimed to build on their Lead The Pack Campaign, with the overall campaign objectives being: create brand awareness for Tsingtao and the Tsingtao Be Bold sub-brand; entertain the target demographic (males, aged 25 – 35, in Sydney and Melbourne), with positive word of[…]
OBJECTIVES Following the success of Tsingtao Be Bold Nights Out in Sydney, UMM aimed to craft yet another influencer-led experience that increased brand awareness and also forged bonds with both social media talent and the key demographic. The casting of influencers from diverse backgrounds would be a key consideration, so[…]
OVERVIEW Having been a staple in Chinese restaurants across the Australian marketplace for over 20 years, it was time for Tsingtao Beer to live up to its true party potential. A decision was made by Tsingtao’s Head Office to expand the beer’s market position in Australia. Instead of targeting men[…]
OBJECTIVES The first year of Tsingtao Be Bold aimed to build on their previous Lead The Pack Campaign, while also separating itself from what came before with a distinct suite of engaging creative assets. The overall campaign objectives being: create brand awareness for Tsingtao and the Tsingtao Be Bold sub-brand; entertain the target[…]
Last Thursday saw the physical manifestation of this year’s #TsingtaoBeBold summer campaign, with a brand activation celebrating the bold characters of Sydney and Melbourne (starting in Sydney and moving onto Melbourne in late January). What is #TsingtaoBeBold Nights Out? At its simplest level, it’s a typical Thursday, with a Tsingtao[…]
As has been UMM’s approach in the previous two years, Tsingtao Be Bold will yet again showcase the integrated communications agency offering. This will involve the Creative, Social Media & Online Publishing, and Influencer/Activations teams waving their respective wands to collectively make the magic happen in a new integrated campaign. Something[…]
Influencer marketing leverages the power of content creators, utilising their social media platforms and influential voices to amplify your brand’s message. It’s become a vital component many brands’ marketing strategies on a local and global level. Brands typically have two options for influencer collaborations: partnering with micro-influencers or macro-influencers. While[…]
Every agency could do with one! But seriously, in the absence of a dashing, internationally-beloved ambassador with social media insight, what do influencer marketing companies look for to make a campaign that cuts through? A quick online search for ‘Chris Hemsworth’ is enough to make anyone feel inadequate. Once you get through the[…]
OBJECTIVES UMM’s Social Media Team were employed to build the number of FOTSUN fans across the various platforms and communicate key messages through the FOTSUN pages. The FOTSUN community is highly responsive, so interacting with the fans in a tonally appropriate way would be of the utmost importance. For both[…]
