FMCG Marketing Case Study
1883 CAMPAIGN
1883, a French syrup maker, is a brand developed by Maison Routin with more than 140 years of heritage. Known for its premium aromatic expertise, the brand is widely respected in cafés, restaurants, and hotels across Europe.
To grow in China, the brand aimed to reach B2B buyers such as baristas, restaurants, and hotels through a stronger WeChat presence. 1883 partnered with our team to build digital visibility and support ongoing customer relationships.
The Challenge
1883 sought to build brand awareness and drive B2B interest in China, targeting professionals such as café owners, baristas, and hospitality decision-makers. Although the brand enjoyed strong global recognition, it struggled to stand out in China’s crowded syrup and beverage ingredient market.
Local competitors already had established digital ecosystems and loyal audiences. To compete effectively, 1883 needed a structured WeChat presence, consistent localized content, and a digital experience that aligned with how Chinese B2B buyers research, engage, and build trust.
Our Solutions
We implemented a WeChat-focused FMCG marketing strategy in China combining account setup, content creation, mini-program development, and performance tracking to support 1883’s B2B growth.
WeChat Account Setup & Management
- Set up and launched 1883’s official WeChat account, handling the full application and compliance process.
- Structured menus and submenus to support product discovery, inquiries, and brand communication.
WeChat Content Creation & Publishing
- Developed a localized content plan aligned with how Chinese B2B buyers research beverage ingredients.
- Published consistent WeChat articles and visuals to build brand awareness and attract new prospects.
WeChat Mini-Program Development
- Designed and developed a WeChat mini-program with defined user journey, interface, and page structure.
- Managed the mini-program post-launch, optimizing it based on user feedback and usage data.
The Results
Since launching the WeChat strategy, 1883 has seen clear improvements in brand visibility and engagement within China’s digital landscape. The brand has strengthened its presence among professional audiences and begun competing more effectively with established market players.
40%
Year-over-year growth in WeChat followers
15%
Increase in WeChat engagements
58
Engaging WeChat articles produced
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Social Media Marketing
We help FMCG brands strengthen their presence on China’s major social media platforms through localized content planning, consistent publishing, and community-focused engagement. Our approach boosts brand visibility, supports B2B relationship-building, and drives long-term momentum for consumer brands entering or scaling within the Chinese market.
SDG Expertise in Focus
Explore Sekkei Digital Group’s recommended strategies for foreign brands executing FMCG marketing in China.
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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