Be Bold to Dream

BACKGROUND

In 2013, when WE became the brand agency for VCA in China, the state of California has low awareness in China since consumers were only aware of two cities a there but not the state.     

IDEA

WE launched the VCA consumer brand in Shanghai, sourced the famous actress Gao Yuan Yuan as brand ambassador and shot 9 episodes of original video content featuring the abundance of attractions in California, sourced a Grammy Hall of Fame Chinese singer Sun Nan to shoot a “Rainbow at Night” Dreamer video, and localized numerous global creatives in the past five years.

RESULTS

These efforts led to a dramatic increase in both brand awareness and number of Chinese visitors to California, making China the #1 international market for VCA since 2017.