In its efforts to increase the brand’s relevancy with the younger target audience and the engagement, MI leveraged the strength of digital media and promoted the brand and their products through various channels.
Engaging visuals are rolled out on multiple platforms consistently to showcase their range of products available on their e-commerce platforms. Consumers were able to to see the cross-section, packaging and better understand the offerings from these platforms, and it enticed them to head over to the restaurant to make a purchase.
Crystal Jade was also one of the first Chinese F&B brands to launch a gamification campaign in 2019.
