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John West
Video and Photo Production, China Brand Book Development, Ecommerce Strategy Consultation and In-APP Media Optimization, Target Consumer Research & Identification


John West is the world’s leading canned fish brand and a globally trusted household name. The brand commissioned RedFern Digital to support them with their digital expansion into the China market via Tmall, along with assist them on their localization and branding development for market, to align with a new product range launch.


RedFern Digital’s creative and production team carried out video, photo and digital creative asset development across the brand’s product ranges in the China market, while also supporting on the creation of John West’s China brand book. The creative assets developed were to be used across all of the brand’s digital touchpoints in the China market, including for Social Media, Paid Media & Ecommerce.

Upon completion of the creative stage, the assets developed for John West were then tested over a phased period on Tmall to help the brand better understand consumer behavior and demand towards certain product ranges. Based on the data and insights obtained, RedFern Digital then provided consultation and In-APP optimization support for driving sales to Tmall and increasing engagement with the brand’s target consumers.