COTTON USA Ambassadors in Taiwan Win Hito Music Awards
COTTON USA sponsored one of the top music award shows in Taiwan, the Hito Music Awards, to tie in consumers’ love for cotton with music. This year the dress code was denim for the audience of 13,000. COTTON USA joined other prestigious sponsors including Mercedes-Benz, HTC, Taiwan Mobile, The Westin Hotel and China’s iQiyi, the largest online video site in China.
Two of COTTON USA’s spokespeople in Taiwan won awards at the the Hito ceremony. Cindy Yen, the COTTON USA spokesperson in 2016, won an award for the “Best Female Singing & Dancing.” Cosmos People, the 2015 ambassador for COTTON USA, won the “Best Love Composer Award.”
Leading up to the 2016 Hito Music Awards, COTTON USA encouraged consumers to buy COTTON USA products in order to win event tickets. Consumers who purchased more than $360 worth of COTTON USA-labeled products received two tickets.
In another effort to drive awareness of U.S. cotton, COTTON USA held a Facebook contest to find the best outfit for the Hito Music Awards. More than 2,800 people posted photos of themselves wearing cotton clothes in front of Taipei Arena for a chance to win a COTTON USA CD. The Facebook promotion increased the number of fans in Taiwan to nearly 30,000.
Due to the popularity of the Hito Music Awards, numerous media outlets live broadcast the 5-hour show, including TVBS, CTS, YouTube, Line, Sina Weibo, iQiyi, My Video and Hit FM radio. A COTTON USA TV commercial on aired at commercial breaks to emphasize U.S. cotton’s quality among core target audiences. The live TV broadcast reached more than 2 million people. The public relations value for COTTON USA exceeded 52 times its budget.