CASE STUDY: Chinese Influencer Marketing for Chefs Plate
How do you show people how fresh your food is?
How do you show them how easy and quickly you can make the food?
How do you show prospective sign-ups how much value they're getting out of their meal kit?
Our Influencer Marketing Specialists collaborated with 15 Chinese influencers across YouTube and Little Red Book to promote the Chefs Plate meal kit delivery service to the Chinese community across Canada. The influencers covered 2 languages, Mandarin and Cantonese, so we were able to test which language generated better results.
Of course, the videos included the unboxing component, which showed all the fresh ingredients delivered straight to their door, but another point that made these videos more engaging is that our influencers showed their subscribers and followers how easy it is to make the dish.
The Chefs Plate brand is known for fresh ingredients delivering high value, taste, and utility. You can get a hot dinner on the table in just 15 minutes! It's perfect for those who don't want to spend time thinking about what to eat or prepping and cooking in the kitchen after a long work day.
Our Cantonese Chinese Influencer Anita Lee did a great job with her video segment, generating over 33,000 views on her video. Relative to other videos on her channel which average a few thousand to 10,000 views, this video definitely surpassed the average number of views.
The objective was to emphasize how Chefs Plate meals can be cooked and ready in just 15 minutes; a quick and tasty meal for as low as $4.50 per meal with the influencer’s limited time offer promo code.
Anita shares how easy the app is to navigate as part of her video.
We also had the pleasure of working with Mama in the Kitchen on YouTube, and her online cooking videos continually draw fans from across Canada. Having her cook a meal from Chefs Plate felt like a natural alignment and it generated stellar results for our client.
The video involved the influencer’s children as well, and she actually had them cook the dish they chose, so it shows how easy it is to make regardless of age or cooking expertise!
The influencer showcased how Chefs Plate weekly meal kits lets you pick several meals so you don’t need to worry about figuring out what to eat!
We’d say they did a pretty good job! What do you think?
These Chinese Influencer collaborations helped Chefs Plate promote the concept of meal kit delivery to the Chinese audience so they know there is an alternative to them having to go to the grocery store and pick up everything themselves.
To take it one step further, the recipes users select each week for their meal kit deliveries are pre-packaged with a select number of servings (users can choose 2 or 4 servings) so you don't have to waste food! How many times have you purchased groceries only to see your greens wither away or the large block of cheese mold before you could figure out what to do with it?!
This is a great selling point to help those who cook at home save time and money. Both of these things are big pain points for the Chinese audience, which is why we are seeing great traction with these collaborations.
Ready to have your food, lifestyle, or consumer brand make the leap into Chinese Influencer collaborations? We're here to help so you don't have to go in blind. Let us help you map out your Chinese Influencer Marketing Strategy so you can see the marketing funnel and connect with a relevant audience by selecting influencers that align with your brand.
Send us an email to info@catalystagents.com today to set up an information session with one of our Chinese Influencer Marketing Specialists!