FMCG Marketing Case Study
RIOJA CAMPAIGN
The Challenge
Rioja entered China with strong global recognition but no local digital presence. Without a Chinese website, localized branding, or activity on relevant domestic platforms like WeChat, the brand lacked the foundation needed to communicate with wine enthusiasts.
The challenge was to build this presence from the ground up and sustain engagement in one of the most competitive FMCG categories. Rioja needed a localized strategy, consistent content output, and creative activations capable of standing out in China’s trend-driven market.
Our Solutions
Our Rioja campaigns combined consistent content publishing with interactive activations across WeChat and mini-programs, increasing brand awareness and user engagement through both online and offline initiatives.
WeChat Content Creation & Publishing
- Managed Rioja’s WeChat account with regular content highlighting brand stories, products, events, and wine education.
WeChat Mini-Program Development
- Developed a WeChat mini-program enabling users to explore Rioja through interactive guides, event content, and product discovery.
O2O Campaign Activations
- Launched O2O campaigns, including a wine-tasting challenge encouraging users to engage with Rioja posts and share content.
The Results
Over the years of the brand working with SDG, our focus on consistent WeChat publishing and interactive activations has helped RIOJA grow its community. The campaigns drove significant growth in followers and brand participation. The brand saw strong increases in engagement and successfully positioned itself as an appealing, recognizable wine brand for Chinese consumers.
+10,000
New followers gained
432
Posts published
42
Campaigns launched
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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.
