Farmers Union AFL live streaming campaign
About the Campaign
Lion, one of Australasia’s largest food and beverage companies, sought to raise awareness of its yogurt brand Farmers Union among Chinese consumers in a highly competitive dairy market. Leveraging its sponsorship of the St Kilda Saints in the Australian Football League (AFL), Farmers Union activated around the team’s Round 11 game hosted in Shanghai to engage new audiences through a uniquely Australian experience.
The campaign targeted mothers in China’s tier-one cities—Shanghai, Beijing, and Guangzhou—promoting the new Farmers Union Greek Yogurt kids range. UMS developed a digital and social marketing strategy centered on live streaming, a dominant entertainment medium in China, and partnered with a key opinion leader (KOL) to drive brand awareness and sales conversions.
Campaign Execution
UMS recruited KOL Aibo Eleven, a popular influencer with a strong following among mothers in Shanghai. The agency provided offline materials and purchase links to support sales conversions during the campaign.
The live stream spanned two days—June 1st and 2nd—featuring content tailored to Chinese mothers:
- Day One: Focused on building excitement for the AFL game, including a St Kilda players’ training session and interviews with Lion and AFL representatives. A highlight was Aibo’s five-year-old son Eleven participating in a dedicated training session with two St Kilda star players.
- Day Two: Featured a traditional banner run before the game, showcasing Eleven and her child, along with an interview with Lion’s Darryn Wallace (Marketing Director) and Andrew Fairlam (Portfolio Innovation Manager). They shared insights into AFL history and culture, as well as background on Lion, Farmers Union, and its dairy products to educate Chinese consumers.
Results
- Live stream attracted over 5 million views.
- KOL’s pre-game Weibo post garnered 1.9 million views.
- Recap post received 2.7 million views.
- Total cumulative brand exposures reached approximately 25 million.