The Toast of Chinese Social Media

MAILMAN CASE STUDY:Tia Maria

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Alcohol consumption is

increasing faster in China than

in any other part of the world

Chinese consumers are increasingly interested

in trying new drinks & bartending, looking

online for tips & pictures

Tia Maria, an exotic liqueur, wanted to tap into

that culture

...but with & blocked,

how could they join the conversation

in China?

That’s where Mailman Group came in

In only 180 days…

Tia Maria went from ZERO presence in China to

+250,000 social media followers & an established

page for fans to learn about bartending

How we did it...

Contentpulled, translated, &

posted existing content

Designdesigned China- specific

profileson Chinese social media

Campaignsengaged fans through contests, bartending

classes, & tips

Like their liqueur, Tia Maria’s Facebook page is rich. Using KAWO’s technology, Mailman was able to pull Tia Maria’s preexisting content & make it

relevant to a Chinese audience on Chinese social media channels

Profiles designedto maximize local appeal

Master Class: http://v.youku.com/v_show/id_XNjgxNjU2MDgw.html

7 different campaigns, including contests, master classes, & events drove fan engagement & traffic to Tia Maria’s own

website

Resulting in organic buzz

By bridging the Chinese social media gap,

Mailman established Tia Maria as a brand ,

a guide on bartending, & gave Tia Maria a way

to interact with fans!

www.kawo.com

Brought to you by Mailman Group

Socializing Business

www.mailmangroup.com