Rockit Signs Chinese Superstar Wang Yibo as Brand Ambassador
Healthy snacking company Rockit has announced Wang Yibo, one of China's most influential celebrities, as its new brand ambassador.
The campaign builds on the Ready. Set. Rockit campaign launched in May this year, which the company says has driven a 21% jump in sales volume across global markets.
Rockit market manager for the Middle East, Ziad El Chawa says Rockit, which is sold in 30 countries across the globe, is in the midst of a strong growth curve in the Middle East.
“Sales volume for the entire region is up 36 percent, and in Saudi Arabia alone, sales have climbed a massive 140 percent (2022 vs 2021),” El Chawa says.
“Momentum from the highly engaging Ready. Set. Rockit. campaign is set to continue this growth, attracting millions of new Rockit consumers during the peak Back to School sales period. Rockit will have a significant presence instore with high energy, gamified point of sale displays and targeted tasting moments – with Covid-safe sample boxes – building connection to the Rockit brand and driving consumer demand.”
The campaign will be launched with instore activations supported by new giftboxes and social media, e-commerce promotions and competitions.
Annabel Hall, Rockit global digital manager, says Rockit is an apple brand that thinks and acts differently, which she says is key to its growing global success.
“In a campaign first, Rockit is running an e-sampling promotion where 6,000 Rockit samples will be included in e-commerce deliveries from our retail partner, MAF Carrefour. We have an 86 percent conversion rate from trial to frequent purchase, so this is an innovative new way to get Rockit in front of more consumers to drive sales.
“For the first time, we are also connecting the campaign point of sale with digital activity through a competition – with a dedicated microsite – with a goal of increasing repeat purchase,” she says.
Rockit consumers can upload their receipt for a chance to win one of 20 prizes including FitBits, backpacks or skateboards, with key Rockit retailers in the Middle East running the competition during the campaign period (19 August – 21 September).
