Kee Wah is a Chinese tradition bakery chain in Hong Kong, serving cakes for seasonal holidays and life events for over the last 70 years. The bakery chain is recognized as the place to go to for Chinese traditional foods for both locals and tourists alike.
“We are in an industry that is very competitive and the sales window for seasonal food is very short. For Kee Wah, our goal is to make sure we are on top of the consumers’ mind during these periods,” says Karlson Wong, Executive Director of Sales and Marketing at Kee Wah.
Another challenge is that all the industry players are selling the same products, and that encourages Kee Wah to identify a key differentiator. Wong says that one of the major differentiators is its emotional connection between the Kee Wah and Chinese values and Hong Kong. “Kee Wah stands for high quality and we pride ourselves with its ties with Hong Kong and Chinese values.” To build up close connection with its consumers, Kee Wah invested in television commercials, print ads as well as social media to interact with its younger customer groups on a personal level. One of Kee Wah’s successful social media campaigns was conducted in September 2011. For every new fan on their Facebook Page, Kee Wah matched it with mooncakes to nursing homes in need. This campaign received good feedback locally and helped to increase their fan base 24 times in just three weeks. Kee Wah has also produced a television commercial that emphasizes on family values rather than its products, which is well received by the public.
Apart from investing in media, Kee Wah managed to build awareness through its unique partnership with the famous theme park, Ocean Park. Ocean Park has a section called “Old Hong Kong” which stylishly resembles Hong Kong in the 1950′s era, featuring images and design that create feelings of nostalgia. Kee Wah runs a retail store in “Old Hong Kong,” which helps to amplify Kee Wah’s core branding value as a heritage brand. Since the partnership has been so successful, the bakery has launched special snacks for its store in Ocean Park as well as Panda mooncakes for Mid Autumn Festival last year, which has also been a big hit.
To keep track of all the feedback and mentions they have across various channels, Kee Wah uses Meltwater’s digital media monitoring services to look into what is being said and published across both online media and social media. Using Meltwater, Kee Wah is able to understand if they’ve managed to be on top of consumers’ minds during the festive seasons via media mentions as well as reviews and social media conversations about their products.
“We were surprised to know that there has been a lot of mentions from the States and Taiwan”, says Wong.
Image Credit: Tosirog