How can Masi renew its digital strategy in China, enhancing its winemaking heritage for a young, experience-driven audience?
Masi Agricola is a historic Italian winery from Valpolicella, renowned for producing prestigious wines such as Amarone and for its expertise in the Appassimento method. The brand is well known among professionals and connoisseurs, but today, it aims to evolve its communication to engage a new generation of Chinese consumers.
Would you like to learn more about the project results? Get in touch with us now!
The challenge
In a rapidly evolving market, Masi has had to face three main challenges:
-
Adapting to the dynamics of an ever‑changing digital landscape
-
Reaching a younger consumer segment, oriented toward experiential engagement and the brand’s narrative dimension
-
Adjusting the brand’s storytelling for the Chinese market, aligning it with local audience expectations without losing coherence with the company’s historical identity
These challenges required an in‑depth study and careful analysis of the brand, the local market, and the target consumer, in order to develop a communication strategy capable of achieving the two main objectives: strengthening brand reputation and increasing brand awareness within the Chinese market.
The solution
To build a strong and consistent presence across the main Chinese digital channels, we implemented a multichannel strategy capable of connecting tradition and innovation.
WeChat: We launched and managed Masi’s official account to share educational, promotional, and lifestyle content, fostering direct dialogue with consumers.
Xiaohongshu (REDnote): We enhanced the brand through visual content, creative pairings, and experiential storytelling, positioning wine as part of a contemporary lifestyle.
Digital PR & Advertising: We activated advertising campaigns and established relationships with local media to increase brand visibility and strengthen its cultural relevance among the Chinese audience.
Campaigns with KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers) represented a strategic cornerstone in strengthening Masi’s presence in the Chinese market, with an approach that successfully combined authenticity and authority.
On one hand, advertising campaigns with KOCs gave voice to real consumers, generating spontaneous interactions and qualified traffic thanks to the involvement of micro‑influencers in promoting offline events across different cities.
On the other hand, KOL campaigns expanded the brand’s reach through collaborations with diverse profiles: from wine industry professionals to lifestyle influencers, capable of engaging a broader and more varied audience. Particularly significant was the campaign dedicated to the inauguration of the new Monteleone21 headquarters in Valpolicella, which contributed to consolidating Masi’s image as an international brand committed to enhancing its roots.
