2025 Winner

The “Kohler Asian Community Pilot Campaign” was Kohler’s first time targeting the Chinese community in North America. The campaign by Eastward Media leveraged social media platforms and celebrity endorsements to highlight Kohler’s smart product line – in particular, its smart toilets – to those who value innovation and luxury. The campaign featured Daniel Wu, an American-born Chinese actor with a background in architecture and design, reinforcing Kohler’s brand values. Using Instagram, X and popular Chinese microblogging site Weibo, the campaign highlighted Kohler’s smart toilets. Meanwhile, influencers on RedNote, a Chinese social networking and e-commerce platform, shared their experiences. Along with paid media on WeChat, the campaign exceeded benchmarks, achieving 160% more impressions and
240% higher engagement rates.

Credits

Eastward Media
Media
Naomi Zhao - VP of Eastward Media
Clem Ma – Digital Strategist
Cara Yuan – Senior Digital Marketing Specialist
Marianne Wu - Senior Account Manager
Phyllis Siu - Senior Digital Strategist
Rain Zhu - Digital Specialist
YY Wang - Digital Marketing Specialist

Production
Raphael R.
Ben Lu
Sasha Pu
Fei Wang

Casting:
Daniel Wu (Talent)
Jackie Orlando
Michael Garnett

Kohler
Aaron Ormond - Director of Marketing, Kitchen & Bath International
Dirk Jiang - General Manager of E-commerce and online marketing
Rachelle Escalera - Global Marketing Manager
Tara Hayes - Associate Director, Global Marketing, Digital Marketing & Ecommerce- Kitchen & Bath
Duane Clare - Associate Director, Digital Design and Research
Tammy Ng - Vice President - Global Marketing, Kitchen & Bath Group