The Harbin Sit Pack campaign was a creative and innovative marketing strategy launched by Harbin Beer during the 2022 FIFA World Cup. Targeting young Chinese consumers who often live in small apartments, the campaign addressed the challenge of hosting friends for watch parties.
Campaign Overview
Problem:
Young Chinese urban dwellers, particularly those in rented apartments, faced limited space for social gatherings, especially during major sporting events like the FIFA World Cup. This posed a challenge for enjoying the matches with friends in a comfortable setting.
Solution
Harbin Beer introduced the “Sit Pack,” a unique beer multi-pack that transformed into a bench, capable of seating up to eight people. The pack included 10 cans of Harbin beer with exclusive FIFA designs.
Target Audience
Young adults, aged 25-29, living in urban areas of China.
Campaign Objectives
Increase sales of Harbin Beer’s big can format. Create a strong brand association with social gatherings and fun. Address the space constraints faced by young consumers. Generate buzz and social media engagement.
Campaign Execution:
Impacts:
Significant increase in sales of Harbin Beer’s big can format. Strong positive brand perception among the target audience. Extensive social media coverage and engagement. Successful creation of a unique and memorable campaign.
Impact and Results
The Harbin Sit Pack campaign achieved remarkable success, amassing over 22 million views and generating 900,000 interactions. This high level of engagement contributed to a 16% increase in brand attribution, indicating that more consumers were able to recognize and recall the Harbin brand. Additionally, the campaign drove a significant 51.4% growth in in-home sales, showcasing its effectiveness in converting audience interest into tangible sales outcomes.
Lessons Learned
Innovative Product Design: Creating a product that solves a real problem (limited space for gatherings) can significantly enhance consumer engagement.
Targeted Marketing: Focusing on the specific needs and lifestyles of the target audience (young urban dwellers) can drive campaign success.
Leveraging Events: Tying the campaign to a major event like the FIFA World Cup helped in capturing the attention of the target audience.
Effective Use of Social Media: Utilizing social media and livestreams can create immediate buzz and drive sales.
