In May 2022, Guizhou Moutai Chiew I/E Co. Ltd. provided fans from all over the world with a context marketing campaign— “We Have More”—that integrated emotions, contents, entertainment and social contact via Facebook, Instagram, Twitter and YouTube. The marketing campaign enabled fans from different parts of the world to communicate with Moutai from various angles, bringing Moutai closer to its fans. “We Have More” received over 23 million impressions, with over 260,000 interactions in total. This marketing campaign proved to be effective.
Moutai started the marketing campaign with a discussion about “Moutai in different scenarios” centring on “in which context you will think of Moutai”, encouraging its fans to interact with Moutai via the home pages on the social media platforms by sharing their own experiences of savouring Moutai products and their ideal scenarios for drinking in various forms.
After the fans had finished the discussion, Moutai gave its “own answer”, which vividly re-created diverse scenes of life such as family reunions, artistic creation and wedding proposals through illustrations and innovative videos. The memorable moments in life were linked up to one another by a glass of Moutai. As a witness to reunion, inspiration and romance, Moutai unveiled the beauty of itself and of life to its fans.
In this marketing campaign, Moutai created even more interactable scenarios infused with its fans’ emotions in daily life, such as the precious affection among family members, the sweet, romantic love, homesickness, and the joy of having an inspiration. The beauty of Moutai was embodied in the fine details.
In the end, Moutai initiated the last discussion, which was about “in what else scenarios you will think of Moutai”. Fans could share their best Moutai-drinking scenarios.
“If I went to China one day, I’d drink a glass of Moutai on the Great wall”
“My son is going to study in China after the summer holiday….