GODIVA Lunar New Year
Content Creation, Media Services, Buzz Marketing/PR, Influencer Marketing
A Sweet Treat

Following the success of the 2014 Mid-Autumn Festival campaign of GODIVA’s chocolate mooncakes collection, the luxury chocolatier decided to establish an ongoing relationship with its Chinese-American consumers. For Lunar New Year, they introduced a much bigger offering – The Year of the Horse chocolate collection.

Though GODIVA’s Lunar New Year collections had been available in Asia for over 10 years, this was the first nationwide launch of the seasonal collection. This year was also especially opportune because of the Year of the Horse collection featured the GODIVA logo – Lady Godiva on horseback – and it was the 88th anniversary of the company, a number considered extremely auspicious in Chinese culture. 

Immense Luck

IW produced a well-integrated plan with a message that resonated strongly with our primary audience – GODIVA brings you immense luck with their Year of the Horse collection, so don’t miss out on this limited-time offer.

This message was conveyed through advertising, earned media (Chinese, then Korean and Vietnamese), press and blogger events in New York and Los Angeles (including successful blogger-attended dinners in each city, where the LNY chocolates were paired with a special chef-created menus), as well as a fully integrated social media activation via a Facebook sweepstakes and a partnership with a very popular Chinese-American YouTube celebrity singer who wrote and made a video of a song specially for GODIVA. 

Exceeding Expectations

An empty shelf is a happy shelf. The entire Year of the Horse collection sold through the entire online inventory, surpass sales in key target markets, and sold out in numerous stores. The results of our campaign were pretty sweet, to say the least.

  • 98 million impressions in paid media
  • Over 31 million impressions in earned media
  • 11% open rate in emails
  • Over 100,000 views of the YouTube song “So Sweet” in just over a month – a partnership with a YouTube celebrity
  • An overwhelming sell through rate of 90% of GODIVA’s key LNY chocolate collection