Today, traditional retailers are facing major challenges as they embark on their digital transformation. Driving traffic and boosting sales are their top marketing priorities.

With branded content, omni-channel reach and three-way cooperation, Carrefour saw extraordinary performance both in awareness and sales. So, Carrefour tried to cooperate with Tencent and brands to build up a new marketing campaign.

Carrefour launched IP-authorized products through online and offline platforms to trigger instant conversion.

During the online broadcast of the program, Carrefour built online cookbooks and offline courses which matched the content exposure. Carrefour created a win-win result by bundling with third-party brand, pushing online program ad, and brand exposures in offline stores.

The day after the first episode was released, Carrefour JD Daojia Sales saw more than 50,000 orders, an increase of 127% from the previous day, and driving Hu Jihua sales up 70% YoY. Cooperating with Once upon a Bite not only brought Carrefour 1.15bn exposures, but also improved brand recognition by 5.3%, brand love by 56.7% and brand willingness to buy by 206.7% and drove sales conversion for categories such as fresh food (up 177.41% YoY) and sundry goods (up 23.14%).