Make origin benefits specific through taste, health, safety and occasion relevance.
Selected case / 01
MIA / TPN · China-market strategy, integrated delivery and stakeholder coordination
MIA Meat Industry Association of New ZealandNational industry programme
Building a China-market operating system for a New Zealand country-of-origin programme.
An annual China market operating system for New Zealand Beef & Lamb's national origin programme, covering strategy, a local brand system, owned media, seasonal campaigns, relaunch activation and reporting. I led the China-market strategy, coordinated the local system and carried campaign, channel and stakeholder delivery into market.
01 / The real brief
A collective origin brand carries a broader market brief.
Make New Zealand Beef & Lamb more meaningful, usable and credible in China.
TPN (Taste Pure Nature, New Zealand's red-meat country-of-origin promotion programme) is MIA (Meat Industry Association of New Zealand)'s collective country-of-origin programme for New Zealand Beef & Lamb, operating at the intersection of consumer demand, industry participation and public-sector confidence. The strategy therefore had to build measurable consumer relevance, create credible routes for brands, exporters and channels to participate, and provide MIA, government and industry stakeholders with a clear delivery logic and a robust evidence base.
Create visible, fair routes into brands, channels and consumption occasions.
Give MIA and its partners an explainable strategy, delivery rhythm and credible reporting.
02 / From research to decisions
Diagnosis before activation.
Turning broad research input into a thorough full-year decision framework.
I developed the 2025-2026 annual marketing strategy document (32 pages / 7,064 words) from an independent research partner's imported-red-meat report, tested against detailed China-market, consumer, category and competitor analysis.
It addressed four China-market barriers: sharpen consumer benefits, create emotional distinction, build occasion relevance, and strengthen availability and trust. These priorities set the direction for the year's marketing system.
Strategy Development Logic / From Market Diagnosis to Annual Delivery System
01
Research and Market Diagnosis
Consumer · Category · Beef / Lamb · Competitor · Channel · Stakeholder Signals
02
Four Strategic Priorities
Consumer BenefitsEmotional DistinctionOccasion RelevanceAvailability and Trust
03
China-Market Decision System
Audience Segments · Message Hierarchy · Annual Rhythm · Channel Roles · KPI / Budget Logic
04
Delivery Layers
Brand Localisation
China brand guide, font hierarchy, social templates and retail / event touchpoints.
Media Ecosystem
RED, WeChat OA, WeChat Channels and Douyin established from 0-1.
Content and Creators
Content pillars, editorial rhythm, KOL selection, briefs and scripts.
Campaigns and Paid Amplification
Ahi, New Friends Gathering, CNY, owned, KOL and paid amplification.
Offline and Retail
TPN relaunch, VIP Dinner, brand materials, Ole activation, origin label and O2O exploration.
Stakeholder Coordination
Client communication, partner alignment, vendor coordination and delivery governance.
Reporting and Optimisation
Monthly reporting, KPI tracking and a feedback loop for strategy renewal.
Market Observation and Campaign Signals
Ongoing category monitoring, in-market observations and campaign signals to inform decisions.
03 / Localise the brand system for China
A brand guide built for digital and physical touchpoints.
Make the origin brand coherent from headline to shelf.
I co-developed the local brand style guide and font hierarchy based on the global brand system, then led its China-market application and governance across digital and physical touchpoints.
Core Identity
Logo Hierarchy · Chinese Name and Slogan · Five-Level Chinese Font System · Visual Hierarchy
Digital Application
RED Posters · WeChat Articles and Covers · Video Covers · Campaign and KOL Assets
Physical Application
Table Cards · Retail Plaques · Event Materials · Freezer Point-of-Sale · Official Origin / Anti-Counterfeit Labels
Governance
Clear Rules · Readable Hierarchy · Vendor-Ready Specifications · Consistent China-Market Recognition
04 / Media ecosystem, built from 0-1
Channel architecture and platform operations / 2025-2026
Build an interconnected media system where owned, paid and earned activity reinforce one another.
Based on the annual strategy, I built the media system from 0-1, translating communications objectives, New Zealand Beef & Lamb USPs, channel value and consumer preferences into a localised content architecture. By April 2026, owned, paid and earned activity was working as one system to grow TPN's share of voice and audience engagement across the funnel.
PlatformPrimary roleContent and delivery format
小红书REDDiscovery, lifestyle relevance and communityScenario-led posts, creator amplification and paid growth
微WeChat OADepth, trust and owned informationArticles, campaign hubs and consumer / channel information
视WeChat ChannelsAccessible short-form distributionRecut video, event and creator content
抖DouyinBroad awareness and platform-native reachShort-form adaptation and campaign amplification
Content Pillars: Origin and Farm · Nutrition and Product Value · Cooking and Occasions · Campaigns and Events
62,677WeChat OA Followers
4,893RED Followers
213,249Total Reads and Views / Organic
7,914Total Engagements / Organic
Followers / Apr 2026 · Organic Performance / Jul 2025-Apr 2026 · RED · WeChat OA · Channels · Douyin
05 / Peak-season market moment
Nov 2025-Feb 2026 / Peak season
A three-wave peak-season campaign turned premium experience into cultural relevance and sustained attention.
The season connected dining, gifting, festive cooking and stakeholder events at a point when beef and lamb were naturally relevant in consumers' lives.
Nov 202501 / Brand Elevation
TPN x Ahi
Ahi VIP Dinner opened the season with a premium dining experience.
Strategic RolePrestige and Stakeholder MomentumAudience ActionVIP Dining and KOL AmplificationEvidencePremium Event and Creator Content
Dec 2025-Jan 202602 / Emotional Resonance
New Friends Gathering
Chef-led stories made festive gatherings relevant to everyday cooking occasions.
Strategic RoleOccasion RelevanceAudience ActionHoliday Gathering ConsiderationEvidenceChef and KOL Storytelling
Feb 202603 / Cultural Conversion
CNY Reunion Dinner
Creator-led Lunar New Year cooking content brought the origin story into home celebration.
Strategic RoleCultural ConversionAudience ActionCreator-to-Owned FunnelEvidenceCNY Content, UGC and Paid Amplification
Shared connective layer: TPN content system · campaign key idea · creator briefs · platform adaptation · paid amplification · monthly tracking
Peak-season Outcome / Nov 2025-Feb 2026
Nov 2025-Feb 2026 · Source workbook definitions applied
19.98MTotal exposure
874,982Total post reads
6.2MTPN / NZ Beef & Lamb topic views
75,298Total engagements
2,535New RED account followers
40,404WeChat OA follower conversions
101.40%-88.60%KPI achievement across tracked indicators
06 / Event and offline activation
TPN Brand Relaunch / Shanghai, June 2025
Turn a national origin-brand strategy into authoritative market proof.
The TPN relaunch served as the public expression of a renewed country-of-origin strategy. I led the translation of the strategic platform into a coherent live experience, aligning MIA, NZTE, industry participants and media around a single narrative, operating model and delivery standard.
Relaunch Delivery
- Relaunch Concept Development
- Programme and Run of Show
- Stakeholder and Guest Flow
- On-Site POSM Design Coordination and Visual Quality Control
- Communication Asset Supervision
- Vendor, Staff and On-Site Management
Strategic Value
Established an authoritative public expression of TPN's renewed positioning, creating a reference point for partner confidence, earned media and subsequent campaign activation.
Four-party delivery boundary
Ahi VIP Dinner
A premium dining moment around the relaunch period, designed to deepen trade and KOL engagement. I supported the communication plan, KOL briefing and content-quality control so the dinner could extend into social amplification.
Olé Retail Activation
A retail activation concept that translated the origin system into a shopper touchpoint. I planned the activation logic and materials direction to turn shelf discovery into recognisable country-of-origin proof.
07 / Reporting and optimisation
Measure, learn and renew
Use reporting and market signals to keep the operating system learning.
The programme did not end with activation. I maintained a monthly reporting cadence for MIA, New Zealand government stakeholders, exporters and brands, connecting performance data with market observation to create a shared basis for the next strategic and tactical decision.
Reporting and Optimisation
Monthly reporting, KPI tracking and a feedback loop for strategy renewal, shared with stakeholders across the programme.
Market Observation and Campaign Signals
Ongoing category monitoring, in-market observations and campaign signals to inform decisions.
Across the programme, I connected market diagnosis, strategy, activation and learning into an operating system that could be renewed rather than restarted.
Selected reporting output / Details softened for confidentiality