UMS appointed by Lion to promote Farmers Union brand

United Media Solution (UMS), a leading Chinese digital marketing agency, has been appointed by Lion, to create a digital marketing presence for its Farmers Union brand in China.

Farmers Union is a dairy brand owned by Lion, one of Australasia’s largest food and beverage companies. The Farmers Union brand is best known for its Greek style yogurts, iced coffee drinks and the new kid’s yogurt range.

UMS has been tasked with helping to increase brand awareness for Farmers Union yogurt products among Chinese consumers. To achieve this, UMS will create and manage online marketing campaigns across Chinese social media platforms including WeChat, Weibo, Douyin (TikTok) and Little Red Book. The campaigns aim to drive downloads of a dedicated AR app, which promotes the Farmers Union kids range.

UMS was also tasked with delivering a live streaming campaign around the AFL’s Round 11 game between St Kilda and Port Adelaide, which was hosted in Shanghai in June. The live streaming campaign featured popular KOLs, and their children, alongside AFL players and the Farmers Union team in China. The content promoted the game and explained the rules, as well as providing information about the products in a bid to generate sales among viewers. The live stream attracted more than 25 million views.

Jessica Miao, Chief Executive Officer at UMS, said, “We are delighted to be working with Lion to help them grow their Farmers Union brand in China. Chinese consumers have a real appetite for Australian brands and are always on the lookout for healthy and trustworthy products and we believe Farmers Union will perform well in the market. We are excited to help Farmers Union connect its brand with Chinese consumers.”

Andrew Fairlam, Portfolio Innovation Manager, Lion Group, said, “We are really pleased to be working with UMS, their knowledge of the digital landscape in China will be a great asset as we expand our presence in this exciting yet complex marketplace.”