../ ?> IW Group: Multicultural Agency


Lunar New Year

In 2013, we opened a box of luxurious chocolates with GODIVA and together launched the first ever Chinese-targeted campaign, featuring the Autumn Moon Chocolates Collection from GODIVA.

We helped GODIVA sell-thru the entire online inventory, surpass sales in key target markets, and sell out numerous stores. An empty shelf is a happy shelf.

After the first taste of success, we continued our successful partnership. Meet our second collaboration: The Year of the Horse Campaign.


  • ANA 2014 Multicultural Excellence Awards - Asian Category


  • Status Seekers and Sincere Givers
  • High Net Worth Luxury Seekers


  • Expand beyond Chinese, and target Korean and Vietnamese consumers
  • Limited budget
  • No longstanding communication with Asian-American target
  • Niche market
  • High price point product

Full Flavor Solution

An integrated approach:

  • Unique PR and blogger events in NY and LA
  • Eye-catching print ads
  • Social media
    • Make #GODIVALNY a trending topic
    • Facebook Sweepstakes
  • An original song and music video collaboration with popular Chinese-American YouTube celebrity singer, Jason Chen


  • 648 sweepstakes entries in one week
  • 118K YouTube views in 6 weeks
  • 138M Impressions: 98M Paid and 40M Earned
  • Surpassed our projected goal

After a successful 2014 Year of the Horse campaign, we followed up with a Year of the Ram campaign that hit a 100% sales goal.

Success is the sweetest luxury.