Creative strategy
The aim of this campaign was to boost the CIVP’s visibility in China and improve the image of rosé wines from Provence among Chinese professionals and consumers.
Hopscotch Season promoted the CIVP brand while highlighting Provence rosé as a first-rate choice, highlighting its unique qualities and appeal.
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12M+
Impressions
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3.5M+
Views on the dedicated video
Operational strategy
The influencer campaign was built around media partnerships including one with So Figaro, as well as digital activations on platforms such as WeChat and Weibo.
To reinforce the campaign’s impact, CIVP worked with one of China’s most iconic actresses, Yuan Shanshan with over 30 million fans on Weibo. Over the course of this three-year campaign, Yuan Shanshan took on the role of official ambassador for CIVP, reinforcing the brand’s presence in the market and amplifying its message through its community of fans. Thanks to this star collaboration, the brand’s image was enriched and reached an ever-wider audience, embodying the essence and elegance of Provence rosé wines.
