CESAR and Charlene Choi leverage IG Reel to promote brand campaign

CESAR, the dog food brand affiliated to MARS, has collaborated with Hong Kong celebrity Charlene Choi to promote its “Better Together” campaign leveraging Instagram's feature Reel.

The “Better Together” campaign is centred around encouraging dog owners to spend more quality time with their dogs, and to grow and experience together. The campaign aims to build CESAR beyond just a dog food brand, to be an accelerator to further improve the bonding between dog owners and their dogs.

The campaign kicked off on 10 May, with the social media collaboration launching on 7 June. The brand's collaboration with Choi is one of the breakthrough and key initiatives to further promote the message of “Better Together”.

In a conversation with MARKETING-INTERACTIVE, Roy Le, market brand activation lead of pet nutrition, MARS, said this is the brand's first-ever Instagram Reels video collaboration in Hong Kong. "This approach will differentiate us from competitors and resonate with dog owners seeking extraordinary food for their beloved dogs."

As a well-known celebrity in Hong Kong, China and Taiwan, Choi was chosen due to her fame for loving animals, especially her own dogs and cats. The collaboration allows Choi to share her real moments with her dog.

"Choi is also an energised person who can help to rejuvenate our brand. She also holds a high standard when choosing dog food for her own dogs, which aligns with CESAR commitment to provide the best quality of food to dogs, and build a better world for dogs," Lei added.

Done in collaboration with media agency EssenceMediacom, PR agency Muse Group and social agency Grandmother, the campaign aims to revolutionise the pet care industry with a unique and emotional-approach marketing strategy.

"Rather than solely focusing on product features and price promotions, we will be the first dog food brand to engage a celebrity advocate who is a passionate dog owner, emphasising the importance of having quality time together with their beloved dogs and choosing high quality dog food," Lei added.

The campaign operates on a 360-degree approach, encompassing both online and offline channels to drive awareness and engagement. With a significant focus on social media, the IG Reel is posted on Choi's own Instagram and also reposted on CESAR's Instagram and Facebook.

In order to further strengthen the engagement and reach, the brand also included sampling activity in this post, where audiences will receive a CESAR gift box once they leave a comment.

Besides the collaboration with Choi, the brand also collaborated with Pet-A-Hood, one of the famous pet information platforms in Hong Kong to conduct dog-friendly rice-dumpling workshop, line-up with pet nutritionist and pet-friendly restaurant promotion and giveaway activity.

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world! 

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