FMCG Marketing Case Study
LEFFE CAMPAIGN
As consumer interest in craft and specialty beers continues to rise in China, Leffe has been gaining traction among drinkers seeking flavor, quality, and authenticity. This Belgian beer brand is widely known for its rich heritage, distinctive character, and premium brewing tradition dating back to the 12th century.
To drive broader brand awareness in China’s crowded, diverse alcohol market, AB InBev reached out to Sekkei Digital Group to build domestic momentum and traction for Leffe’s story and product range.
The Challenge
When Leffe approached SDG, the brand was still building familiarity among drinkers in China, where competition from both major beer labels and fast-growing craft brands is intense.
It needed a localized marketing strategy that would highlight its heritage while appealing to young consumers and expats active on Chinese digital platforms. Leffe also sought to leverage Shanghai Oktoberfest to increase visibility, engage new audiences, and encourage participation through interactive social content and giveaways.
Our Solutions
Our campaigns focused on strengthening Leffe’s digital visibility and user engagement ahead of Shanghai Oktoberfest. We created bilingual digital assets, streamlined WeChat campaigns, and interactive mechanics that encouraged organic sharing, participation, and repeat interaction.
WeChat Content Creation & Publishing
To prepare for Shanghai Oktoberfest, we enhanced Leffe’s WeChat presence with:
- Tailored bilingual content designed to resonate with both Chinese users and the city’s international community.
- Branded graphics, posts, and shareable assets to drive viral participation.
- Hosted giveaways for event tickets and beer prizes, encouraging users to repost content on their WeChat Moments and submit screenshots.
The Results
The campaign delivered strong engagement despite its modest scope, effectively increasing brand visibility and attracting new followers to Leffe’s WeChat account. Participation in giveaways drove organic reach, and excitement around Shanghai Oktoberfest prompted hundreds of user messages and interactions.
Increased brand visibility
around the Shanghai Oktoberfest
Hundreds of messages
from Leffe enthusiasts
High campaign participation
in ticket giveaways and monthly beer contests
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FMCG MARKETING IN CHINA FOR FOREIGN BRANDS
Chinese consumers rarely rely on brand messaging alone when evaluating FMCG products. Search visibility, creator recommendations, and ongoing digital presence all shape purchase consideration, which is why our strategies focus on helping foreign consumer brands build trust and stronger relevance across China’s fragmented online landscape.
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