The imported spirits market has grown 250% in the past 10 years in China...the fastest in the world, with many fans eager to learn about the drinking culture and flaunt wealth through premium brands. Mailman Group helps premium brand, Disaronno, engage with fans and carve out a niche in the spirits market on Chinese social media

1. Making a Splash on Chinese Social Media
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Case Study:
Disaronno

2. The imported spirits market has grown
250% in the past 10 years in China
...the fastest in the world

3. Being knowledgeable about and the
ability to afford imported spirits are
considered status symbols in China

4. As a result, trying new drinks,
bartending, as well as looking
online to share tips are
increasingly popular among
Chinese consumers

5. Disaronno, a premium liqueur, wanted to
connect with this growing base

6. ...but with & blocked,
how could they join the conversation
in China?

7. That’s where Mailman Group came in

8. In only 180 days…
Disaronno went from ZERO presence in China to
+20,000 social media followers & an established
place for fans to learn about bartending

9. How we did it...
Content
pulled, translated, &
posted existing content
Design
designed China- specific
profiles
on Chinese social media
Campaigns
engaged fans through
contests, giveaways & tips

10. Using KAWO’s technology, Mailman was able to pull
Disaronno’s preexisting content & make it relevant to a
Chinese audience on Chinese social media channels

11. Mailman designed visually-appealing and local
profiles

12. A variety of campaigns, including contests,
giveaways & events drove fan engagement,
traffic to Disaronno’s own website, and organic
spread

13. By bridging the Chinese social media gap,
Mailman established Disaronno as a
premium brand, a guide on bartending, & gave
Disaronno a way to interact with fans!

14. www.kawo.com
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Socializing Business
www.mailmangroup.com