CASES
CASE STUDIES
TFF US
Cross-Cultural Marketing Strategy | Influencer Marketing | Content Strategy & Production | Retail Awareness Campaign Execution
A cross-cultural marketing strategy supporting TFF’s entry into the U.S. Central market by connecting Chinese diaspora consumers with localized retail availability. By leveraging Xiaohongshu to bridge cultural relevance and in-store discovery, the campaign translated social awareness into product trial and purchase at Costco.
Central Market Launch: Leveraging Xiaohongshu for Cross-Cultural FMCG Success
Project Overview
TFF (Top Fresh Food), a premium food brand, sought to penetrate the highly competitive US Central market with its flagship Lamb Rolls product. The primary challenge was to effectively reach the Chinese diaspora in key metropolitan areas—such as Chicago, Detroit, and Minneapolis—and drive product trial and purchase within a localized retail environment, specifically at Costco. Monet Marketing was tasked with designing and executing a targeted social media campaign on Xiaohongshu (Rednote), the leading lifestyle and e-commerce platform for Chinese consumers globally, to bridge the gap between product availability and consumer awareness.
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Strategy & Insight
Our strategy was rooted in cross-cultural marketing localization, focusing on generating authentic, high-engagement content that resonated with the daily lives of Chinese-American families. We moved beyond simple product promotion to create a narrative centered on convenience, quality, and cultural relevance (e.g., hot pot, home cooking).
Content Execution
The campaign successfully deployed 20 influencers (10 KOLs and 10 KOCs) across the US Central region, with content focusing on two primary themes:
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The Costco Find: Content highlighted the excitement of discovering the TFF Lamb Rolls at local Costco stores, directly addressing the retail touchpoint and leveraging Costco's brand trust.
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The Home-Cooked Experience: Influencers showcased the product's quality and convenience through visually appealing cooking tutorials, primarily featuring the product in popular Chinese dishes like hot pot.
The content mix was strategically balanced to ensure high-quality visual appeal (Visual Attraction) while providing practical information (Information Value), such as price points and preparation methods. This balance was crucial for driving user interaction, with comments frequently revolving around logistical questions like "Where is this Costco location?" and "What is the price?"—a strong indicator of high purchase intent.
