Lindt Taiwan
Cultural localization for Lindor anchored in Taiwan's 小確幸.
Led cultural and competitive research through social listening across Taiwan, benchmarking against Godiva and Ferrero Rocher to define the 11.11 cultural thesis
Owned creative strategy and direction, concepting briefs that translated 小確幸 into platform-native creator narratives
Cast creator partners across Instagram and YouTube, negotiated contracts, and oversaw post-production and paid amplification
Lindor had limited brand recognition in Taiwan against Godiva and Ferrero Rocher, and Western luxury cues weren't translating.
11.
Lindor didn't need direct promotion.
It needed cultural alignment. Instagram and YouTube were the discovery surfaces; the door in was the local idea of 小確幸 (xiǎo què xìng): small, certain happinesses you give yourself, not gifts from someone else.
Anchored the brand narrative in 小確幸, the Taiwanese concept of small, everyday moments of self-reward, and timed the program to the 11.11 shopping window.
Repositioned Lindor as the embodied 小確幸, premium yet accessible self-reward, and timed the program to 11.11 shopping culture. Cast creators who modeled everyday self-care rituals rather than gifting tropes, so Lindor became the reward.
Share of voice during 11.11
Over-performance against engagement KPI
Reach