Case studies / Mikei Red Reishi
Moving a 20-year health brand from print and TV to digital for Chinese and Vietnamese Australians took daily website visits from under 10 to over 70.
From the campaign
Challenge
Mikei is a well-known Red Reishi brand that has been in Australia for more than 20 years and is stocked in over 70 Chinese medicine and grocery stores. It is also sold in the USA, Canada, the UK, Thailand and Vietnam. Mikei had traditionally advertised in press, magazines and TVB. As those outlets declined, the brand needed new ways from 2015 to reach its core audience of Chinese and Vietnamese Australians aged 40 and over.
What we did
I Search Marketing built a multichannel digital program aimed at 40+ Chinese and Vietnamese Australians. It ran across AdWords, the Google Display Network, YouTube video, Facebook/Instagram and native advertising. We built desktop and mobile landing pages, and set up and ran a Chinese Facebook fan page and a Vietnamese one. Targeting by language and community meant Mikei’s message reached the right people on the platforms they already used every day, instead of relying on shrinking print and broadcast audiences. Video on YouTube and engagement on Facebook added reach and an ongoing relationship with the community.
Results
- Display Network (from 2015): 85 million+ impressions and 38,000+ clicks across desktop, mobile and tablet
- YouTube: 244,000+ video views
- Facebook/Instagram (from 2017): reached 127,000+ people with 850,000+ impressions, 6,300 post reactions, 289 shares, 16,000 post clicks and 5,012 link clicks
- Website traffic grew from under 10 visits a day to an average of over 70 a day
- Each Facebook page reaches 300–600 people a day
- Sales and market share stayed steady over three years in a competitive health category
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