Objective

Kohler Global sought to build a genuine and culturally meaningful connection with the Chinese community in North America while showcasing its smart product line. Understanding that trust and credibility are key within this demographic, the campaign strategically utilized multiple vehicles, selecting each for its distinct advantages. The objective was not only to increase brand awareness and engagement but also to position Kohler as a leader in luxury home design and technology. By emphasizing innovation and aspirational living, the campaign reinforced Kohler’s reputation as a premium brand that seamlessly blends style and advanced functionality.

Strategy

Rather than adopting a one-size-fits-all digital strategy, Kohler’s campaign was meticulously tailored to each platform’s strengths, ensuring the messaging resonated deeply with the target audience across diverse markets. This approach enhanced engagement and amplified the brand’s appeal through authentic storytelling, influencer partnerships, and cultural relevance.

1. Instagram, Twitter, and Weibo – Celebrity Storytelling
   The campaign was anchored by Daniel Wu, a high-profile American-born Chinese celebrity with a background in architecture, Chinese cinema, Hollywood, and sports cars. His credibility and alignment with Kohler’s brand values provided an authentic narrative. The campaign was strategically rolled out on Instagram, Twitter, and Weibo, with content tailored to each platform’s unique dynamics.

   • Instagram: The focus was on showcasing Kohler’s innovative smart products within a visually compelling lifestyle context. This appealed to an audience driven by aesthetics and technology, reinforcing Kohler’s image as a brand synonymous with modern luxury.
   • Twitter: Twitter was leveraged for real-time engagement, where Kohler tapped into trending topics to maximize visibility. This platform’s fast-paced nature was ideal for sparking conversations around Kohler’s smart toilets, linking the product to innovation, luxury, and sustainability.
   • Weibo: Weibo played a key role in ensuring the campaign’s cultural relevance within the Chinese-speaking community. The content on this platform was adapted to engage users in North America, incorporating localized messaging and visuals that resonated with the audience’s tastes and preferences.

2. Rednote – Influencer-Driven Authenticity
   Kohler recognized Rednote’s algorithm-driven open ecosystem, ideal for building authenticity through influencers. The campaign enlisted influencers specializing in luxury, home design, and technology. Influencers received firsthand experiences of Kohler’s smart toilets in high-end hotels and showrooms, and the products were installed in their homes. This allowed influencers to integrate the products into their daily lives, encouraging organic content creation. Given Rednote’s emphasis on peer recommendations and lifestyle inspiration, this strategy helped position Kohler’s smart toilets as aspirational must-haves, cultivating trust and credibility.

3. WeChat – Editorial-Style Paid Content
   WeChat, a dominant platform within the Chinese community, was used for long-form, visually rich advertorials. Kohler’s strategy involved immersive storytelling that highlighted the smart toilets while linking product features to Daniel Wu’s personal journey. These stories were published on top-tier North American WeChat accounts, maximizing reach and engagement within the Chinese-speaking community.

4. iQiyi Showtime
   Daniel Wu’s videos were featured on iQiyi, China’s largest video platform, as a 5-second open-screen ad and a 25-second masthead. By strategically releasing these ads around key cultural events like Chinese New Year, Kohler increased relevance and appeal, aligning the campaign with the audience’s interests and celebrations.

5. Programmatic Advertising
   A programmatic advertising campaign was launched to further amplify the overall campaign’s reach. Creative assets featuring Daniel Wu as the face of the campaign were distributed across Chinese platforms with unique ad inventory, ensuring targeted visibility and brand penetration.

6. Website and Visual Assets
   Kohler developed a dedicated Chinese-language landing page featuring Daniel Wu and the smart product line, supported by display banners and promotional videos. This ensured a cohesive brand experience across platforms, keeping messaging consistent and engaging.

Results

The campaign delivered outstanding results, surpassing industry benchmarks and proving the effectiveness of a diversified, culturally nuanced approach:

• Organic Media Channels: Impressions exceeded benchmarks by 375%, while engagement rates outperformed benchmarks by 243%.
• Paid Media Channels: Impressions surpassed benchmarks by 157%, and engagement rates exceeded benchmarks by 309%.
• 160% increase in impressions across IG, Twitter, Weibo, Rednote, WeChat, and iQiyi, exceeding expectations; 240% higher engagement rates compared to industry benchmarks.
• 328% increase in Rednote impressions for #KohlerDanielWu, outperforming the #Kohler150thAnniversary campaign.
• 99% positive sentiment with spontaneous user-driven sharing of campaign content.
• The campaign’s reach extended beyond North America, achieving global resonance.

By crafting platform-specific strategies and leveraging a mix of celebrity endorsement, influencer partnerships, and long-form storytelling, Kohler effectively engaged its target audience in an authentic, compelling manner. The campaign serves as a best-in-class example of how brands can integrate multiple social media platforms to drive both quantitative and qualitative success in a multicultural market.

Media