Antipodes Water

Antipodes Water: Building Digital Equity Ahead of Market Entry

Summary

• 130+ Pieces of Localised Content – Across five major Chinese platforms

• 13.2K+ Followers Built – In under six months

• 70 KOL Collaborations – Including top posts exceeding 200K impressions

• 790K+ Hashtag Impressions – On Little Red Book for “Antipodes寰彼极”

• 200 KOC Seeding Posts – Grassroots activation to drive early credibility

• Strategic Launch Partner – Activated in close partnership with Summergate

1. Brand Launch Objectives

Antipodes Water, a premium bottled water brand from New Zealand, sought to build strong brand equity in China ahead of commercial scale-up. The priority: generate awareness, cultural relevance, and consumer readiness through a structured digital rollout.

2. Digital Ecosystem Setup

Within six months, we established a robust, multi-platform brand presence:

• Set up official brand assets on WeChat, Weibo, Little Red Book, Bilibili, and Baidu

• Produced and published 130+ culturally relevant posts

• Built an organic follower base of over 13.2K across all channels

This gave the brand visibility across the full Chinese digital landscape—essential for premium FMCG positioning.

3. KOL & KOC Activation Strategy

We implemented a two-tier influencer strategy to build trust at scale:

• Partnered with 70 KOLs on Little Red Book and Weibo

• Top-performing content exceeded 200,000 impressions

• Executed product seeding among KOCs and real users, generating 200+ community-led posts

The hashtag #Antipodes寰彼极 gained momentum, surpassing 790,000 total impressions and supporting consistent user engagement.

4. Distributor Collaboration

This online brand activation was executed in close alignment with Summergate, a key local distributor. Together, we ensured brand storytelling, creative, and influencer activations were fully integrated with the broader channel strategy.

Outcome

Antipodes entered China with a credible and visible digital footprint, pre-activating demand through content, conversation, and influencer reach. The brand was primed for downstream commercial rollout—supported by distributor alignment and market-ready awareness.

Note: The case studies presented on this website highlight projects led by Jonathan Cox, Stratforms and the China execution team over the past 25 years. They include both current and former client work, and in some cases, projects undertaken in partnership with other entities or collaborative teams. These case studies are shared strictly for historical and illustrative reference, and do not imply ongoing client relationships, endorsements, or current affiliations unless explicitly stated.