520 W 27th St, 601, New York, NY 10001
info@admerasia.com
+1 (212) 686 3333
WEB SERIES
2018
01 / CONTEXT
To introduce Twin Marquis’ culinary staples to a general market audience, ADMERASIA produced a 5-part documentary series starring up-and-coming Asian American chefs and a rotating cast of influencers, creators, and food writers.
02 / STRATEGY
Through market research and core consumer attributes, ADMERASIA came to the conclusion that an overwhelming number of consumers didn’t see themselves as cooks and that Asian cooking, in particular, wasn’t something that they could master. Ultimately, ADMERASIA’s goal was to provide a human connection that reflected relatable stories to the core consumer while simultaneously demystifying Asian cooking.
03 / EXECUTION
From this insight ADMERASIA created Yum Chat, a 5-part documentary series featuring Asian American chefs telling their stories in a relatable and truthful way while preparing home cooked recipes utilizing Twin Marquis products. The series was distributed through Twin Marquis social and web properties with additional distribution through BuzzFeed who, in partnership, provided native integration of the content within their Tasty and APOP direct and social channels.
Renowned and award-winning chefs, Esther Choi of mŏkbar, Wilson Tang of Nom Wah, Bao Bao of Baoburg, Hooni Kim of Hanjan, and Lien Lin of Bricolage made up the core cast of Yum Chat.
A rotating cast of special guests made each episode unique: travel influencers, Top Flight Family; award-winning food writer, Cathy Erway; director/host of Sinovision’s Asian Cooking Show, Tian Zhu; parent blogger, Maria Wen Adcock; and actor-musician, Giullian Yao Gioiello.
In addition to organic social media garnered by the cast members eager to share their experiences, ADMERASIA, in partnership with International Secret Agents, developed an Instagram Story campaign that included Dish Granted’s Steven Lim, pop-sensation, Jason Chen, musician, Jun Curry Ahn, and Wong Fu Productions’ Phillip Wang.
04 / LIFECYCLE
By activating both the regular and special guest cast members, Yum Chat’s reach grew exponentially and organically across all major social platforms.
Each chef created an original recipe using a Twin Marquis product. The recipes, tutorials, and videos remain evergreen on Twin Marquis’ website.
05 / RESULT
VIEWS
185,000+
SOCIAL IMPRESSIONS
3.9M+
SOCIAL GROWTH
104% Instagram
817% YouTube