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Lee Kum Kee: Chinese New Year Engagement Campaign

Learn how Lee Kum Kee achieved 70.5% higher reach than planned and 15% budget savings using InfluenConnect’s AI tools for its multicultural CNY influencer campaign in the UK.

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Client Overview


Lee Kum Kee (LKK), a global leader in Asian sauces and condiments, aimed to deepen connections with Hong Kong, Taiwanese, and Malaysian communities in the UK during Chinese New Year (CNY). The campaign sought to celebrate cultural heritage while promoting LKK’s product range through authentic influencer partnerships. However, identifying creators who could resonate with diverse Asian diasporas posed a significant challenge.


The Challenge


LKK’s campaign faced three hurdles:


  1. Multicultural Alignment: Engaging influencers capable of bridging multiple Asian cultures within the UK’s diverse communities.


  2. Budget Efficiency: Minimising costs while maximizing reach in a competitive festive period.


  3. Timely Execution: Launching the campaign within the two-week CNY window to capitalise on peak engagement.


Strategy & Execution


InfluenConnect executed a culturally nuanced campaign to unite audiences through food and tradition.


  • AI-Powered Influencer Matching - The platform’s AI filtered UK-based influencers using ethnicity, location, and food tags. Performance analytics prioritized creators with high engagement among Hong Kong, Taiwanese, and Malaysian expats.


  • Direct Collaboration & Cost Transparency - Pre-verified rate cards enabled LKK to allocate budgets efficiently, saving 15% by eliminating intermediaries. The one-click invitation feature accelerated partnerships, resulting in 12 influencers onboarded within days.


  • Festive Content Integration - Influencers created recipe tutorials, family meal prep videos, and cultural storytelling posts featuring LKK products. Campaign hashtags like #LKKSavorTradition trended locally, fostering community interaction.


Results


The campaign strengthened LKK’s cultural relevance and delivered outstanding metrics:


  • 70.5% Higher Reach: Content surpassed planned impressions, engaging 500K+ viewers.


  • 15% Budget Savings: Direct negotiations and transparent pricing reduced overhead costs.


  • Community Impact: 89% of audience comments praised the campaign’s authenticity and cultural resonance.

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