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.