Project Background
Hyphen Media partnered with Kagome to spearhead their comprehensive social media revamp and annual digital retainer. Our mandate was to elevate and optimize their social ecosystem to capture a younger, health-conscious audience in Hong Kong.
The Challenge
As a legacy brand in the highly competitive FMCG sector, Kagome needed to refresh its digital presence to connect with a younger, health-conscious demographic in Hong Kong. Their challenge was twofold: breaking through the saturated social media noise and shifting brand perception from a traditional beverage choice to an essential daily lifestyle habit.
Our Strategy
Hyphen Media redefined Kagome’s social media narrative. We transitioned their strategy from product-heavy broadcasting to a community-first, lifestyle-driven approach. By executing vibrant, thumb-stopping visual content and collaborating with micro-influencers, we successfully repositioned Kagome as a modern wellness staple, significantly boosting daily engagement and top-of-mind awareness.
The Impact
- Elevated Brand Sentiment
Successfully shifted brand perception from a traditional beverage to a daily wellness staple among younger demographics. - High-Intent Community Growth
Cultivated a highly active and loyal follower base, resulting in a continuous stream of authentic User-Generated Content (UGC). - Seamless O2O Conversion
Successfully bridged the gap between social media engagement and offline retail footfall, driving tangible product interest.