"Good for you"

To support Alpro’s entry into the China market, the campaign needed to do more than generate impressions. It needed to shape perception: premium, modern, and lifestyle-relevant, while still rooted in everyday wellness. I began with market research and competitor analysis to understand what Chinese consumers were seeing, what they trusted, and which narratives were already saturated. From there, I helped refine brand positioning for this market and translated it into a creator-led strategy on RED, where lifestyle storytelling drives discovery and credibility. I structured the influencer approach across three tiers (top influencers, mid-level creators, and grassroots creators) so the campaign could balance reach, authenticity, and cost efficiency. I also segmented creators into three deliberate content lanes: coffee lovers who could normalize plant-based milk as an everyday upgrade, wellness-focused creators who anchored the product in fitness and health routines, and international students who carried a “global lifestyle” halo that reinforced Alpro’s premium feel. I supported briefing and coordination so creators stayed on-message while still feeling natural to their audiences, and I built in space for iteration as performance signals emerged. The campaign was designed to create repeated brand exposure through multiple lifestyle angles, building awareness while shaping the brand’s cultural meaning in a new market.