The Tsingtao brand has long sought to create a community that inspires individuality and inclusion, with a strong distaste for stereotypes and labels. When COVID-19 put life as we know it on hold, we watched as the Asian-American community across the country was blamed and attacked.

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At the same time, we were witnessing beautiful acts of courage and love happening within that same community. We decided it was time to shine a light on those stories of optimism and hope.

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We created a three-part video series, telling the heart-felt stories of 3 New York City chefs going above and beyond to help their community during a pandemic, in the face of rampant xenophobia and economic hardship.

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Using a targeted mix of social media, PR and influencers, the campaign was a massive success, hitting 180% of our projected impressions, 500% of projected reach, and 700% of projected engagements. And Tsingtao’s sales doubled week over week after the campaign launched.