Flying Goose

Flying Goose introduced its Thai sriracha sauce to Chinese consumers through a targeted influencer seeding strategy. By tapping into their preference for bold flavors and leveraging influencer content trends, the brand achieved significant visibility and engagement on Rednote, driving widespread user-generated content.

Marketing strategy | Public Relations (PR) | Influencer Marketing | Content Marketing

From Unknown to Viral, Introducing
Sriracha to Chinese Households

Challenge / Opportunity
Flying Goose is a Thai sriracha sauce brand that is relatively unknown to Chinese consumers and positioned as a challenger brand in its category. Our mission was to introduce this unfamiliar condiment to Chinese households.​

​Solution
Drawing from our insights into Chinese consumers in Canada—particularly their lack of interest in bland flavors and strong preference for bold, aromatic, and spicy tastes—we designed a tailored influencer seeding strategy. This approach was further enhanced by our in-depth understanding of influencer characteristics and content trends, allowing us to create highly targeted campaigns.

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Outcome
The product achieved exceptional success on Rednote. In addition to significant exposure and engagement generated by the seeded influencer content, our strategy catalyzed widespread user-generated content (UGC) in earned media, significantly boosting the brand’s visibility and resonance with the target audience.