Spring Out Campaign drove 40M+ views through celebrity influence and fitness engagement
Maxwell Coffee is a well-established global brand known for its rich coffee blends. To strengthen its brand presence among young, active consumers in China, the Spring Out Campaign leveraged social media, influencer marketing, digital ads, and offline activations to create buzz and drive product engagement.
To position Maxwell Coffee as a brand that energizes active lifestyles, the Spring Out Campaign focused on:
Sports & Lifestyle Integration: Partnered with Keep App to engage fitness enthusiasts with challenges, ads, and community-driven promotions.
Celebrity & Influencer Power: Collaborated with Leo Wu for a high-impact event, livestream, and social buzz campaign.
Multi-Platform Digital Strategy: Combined Weibo hot topics, Douyin trends, and elevator billboards in key cities (Shanghai, Beijing, Chengdu) for maximum reach.
Background
40M+ Views & 157K+ Engagements on the campaign hashtag #Step to Wellness with Leo Wu, featuring celebrity Leo Wu (吴磊).
7M+ Total Impressions & 123K+ Engagements from strategic ads and product seeding on Keep App, a leading fitness and lifestyle platform.
235K+ Participants in Sports-Themed Challenges, integrating Maxwell Coffee into active lifestyles.
High-Impact Celebrity Marketing, including an in-person event with Leo Wu that drove 88+ media releases, 3K+ reposts, and 5K+ likes.