Land Rover: Discovery Sport Campaign Launch

Land Rover launched the Discovery Sport in China hoping to make gains in an auto-market where consumers are increasingly purchasing cars to explore new experiences. Part of the brand’s challenge was to create awareness around the new vehicle launch and highlight the unique design elements aimed at more adventurous local car enthusiasts.

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In this campaign report we reveal how Land Rover seeded and built a launch campaign using key digital channels in China. We examine the different phases of the digital activation, and how it incrementally built relevance and purchase intent.

What you’ll learn:

  • How to seed product information on digital over a long-term launch campaign.
  • How to showcase product performance through digital communication.
  • How to strategically engage different celebrity talent to build your local brand story.
  • How to promote and engage consumers to participate in trial experiences through digital platforms.
  • How to create familiarity with product offers through a connection to emerging cultural trends.
  • How to create localization of a product story in China.
  • How to integrate diverse digital content into a coherent brand and purchase journey.

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The North Face: Outdoor Training Campaign

As Chinese consumers exercise more frequently, North Face saw an opportunity to introduce the culture of training outdoors – an important part of their brand heritage. This was introduced to Chinese fitness enthusiasts through a series of strategic initiatives on popular social networks – WeChat, Weibo and e-commerce site Tmall.

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In this report, we explain how North Face created interest in the culture of outdoor training – then used events, KOLs, and consumer-generated content to amplify this into a community of brand advocates. We also show how the American active-wear brand used digital to build their fashion and lifestyle image in China.

What you’ll learn:

  • How to create awareness of a new behavior on digital
  • How amplify campaign themes cumulatively to maximize investment
  • How to leverage KOLs strategically to seed new behavior
  • How to encourage and incentivize consumers to share brand experiences with their online community
  • How integrate traditional engagement events into a digital brand journey
  • How engage local urban professionals’ need for socializing and bonding
  • How create a powerful brand story through e-commerce platforms

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Pepsi: Souvenir Can Digital Campaign

Determined to be part of New Year celebrations, Pepsi launched a comprehensive digital campaign to support the release of a souvenir Monkey King can. All timed to coincide with a movie based on Journey to the West released over the holiday period, based on the classic novel where the Monkey King is the hero.

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In this insight report we reveal how Pepsi went well beyond tactical execution to activate Chinese consumers’ relationship to the heroism of the Monkey King. Using this as an emotive base, the beverage brand created a 360 digital approach that captured positive sentiment around China’s most important holiday.

What you’ll learn

  • How to leverage cultural values in a digital context
  • How to best leverage celebrity talent to create personal and genuine engagement
  • How to activate existing brand assets strategically to amplify a campaign
  • How to seed a promotion digitally – from introduction of assets to direct consumer participation
  • How to create a digital ecosystem that aggregates content from both social and traditional media channels
  • How to create a mobile ecosystem that maintains levels of engagement during a campaign
  • How to digitally engage Chinese consumers during holiday periods

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Beats By Dre: Straight Outta Campaign

Riding off the coattails of popular Hollywood movie “Straight Outta Compton”, Beats by Dr. Dre creates its “Straight Outta” Asia campaign to feature Asian A-list celebrities showing off their pride for where they came “straight outta.”

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Beats By Dre works with China’s top digital influencers

Beats makes strategic use of celebrity ambassador KOLs, collecting video interviews as well as iconic images of them with their ‘Straight Outta’ logo. Beats disperses its campaign videos on popular video sites Tudou and LeTV as well as on its WeChat HTML5 multimedia page. The brand uses WeChat and Weibo platforms to lure users to its YOHOOD Straight Outta offline fashion event, creating hype with teaser posts and ticket giveaways.

What You’ll Learn

  • Weibo: We’ll show you how Beats uses A-list Asian and international celebrities to promote its campaign on Weibo. Find out how Beats makes strategic use of Weibo by having Asian super star Kris Wu post campaign material directly from his account.
  • WeChat:  Investigate how Beats uses WeChat to tease its users about its upcoming offline fashion event, YOHOOD Straight Outta. We’ll also show you how the brand uses the newest mobile technologies to broadcast its campaign material on its WeChat HTML5 multimedia page.
  • Video: Discover how Beats uses LeTV and Youku video platforms to broadcast its campaign videos to a wide spread audience. Find out how the brand uses both mainstream and alternative video platforms to amplify their messages.
  • Offline Events: Beats collaborated with urban-chic retailer YOHO to create the YOHOOD Straight Outta offline event. Investigate how Beats successfully uses its O2O strategy to lure users to the event and surprise them with guest celebrity appearances.
  • Key Opinion Leaders: Find out how Beats appeals to a wide range of users by using a variety of KOLs and celebrities including both artists and athletes.

Expert Consulting Support

Have a question not covered in the report? Need additional data, or a quick insight to help round out your team’s understanding? Once you’ve purchased any of our reports, our China social media experts will be available to consult and support you and your team in the understanding and eventual application of reported top global brand strategies across China digital and social media.

  • General Clarification: Ask us to clarify or expand on sections of the report.
  • Request More Information: Ask us to get additional data on any part of our reports.
  • Insight & Implications: Ask us to summarize or apply the report’s findings to your brand.

After you become a member, you’ll have immediate email access to ask our experts questions. We’re standing by to ensure you get the most benefit from each report.

Platinum Guild International: Promise

PGI launched the “Promise” campaign on “I love you day” (5/20) in China. The campaign’s digital ecosystem spanned Weibo, WeChat, Youku, and media partner websites: iJie, OnlyLady and Elle.

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PGI works with iJie, a popular portal for the wedding industry

It was successful in driving awareness and buzz for PGI’s products during “wedding season” leveraging conversations around celebrity couples Jordan Chen, Cherrie Ying, He Zi Ming and He Jie, through a series of viral videos, PC and mobile app user generated content engagements.

What You’ll Learn

  • Weibo: You’ll discover how PGI rolled out celebrity love stories across Weibo through videos, teasers and everyday vignettes, as well as the techniques used to drive buzz and sharing across the popular social network.
  • WeChat: Discover how PGI’s WeChat posts created exponentially more engagement than Weibo through deeper content and mobile engagements.
  • Youku: We’ll show you which videos worked best and how they were amplified across China’s top video social platform: Youku.
  • Media Partner: We will show you how PGI successfully engaged with their target groups by choosing the right fashion and wedding media partners to host campaigns and UGC engagements.
  • Celebrity Ambassadors: We will explain how PGI collaborated with celebrities, Jordan Chen, Cherrie Ying, He Zi Ming and He Jie, with different promotion content and inspirational stories to drive interaction among China’s netizens.
  • Key Opinion Leaders: Which key opinion leaders helped amplify the campaign the best? Which ones created the best engagement among their targeted audiences? This report includes top 12 most valuable KOLs including popular photography and fashion media accounts.

Expert Consulting Support

Have a question not covered in the report? Need additional data, or a quick insight to help round out your team’s understanding? Once you’ve purchased any of our reports, our China social media experts will be available to consult and support you and your team in the understanding and eventual application of reported top global brand strategies across China digital and social media.

  • General Clarification: Ask us to clarify or expand on sections of the report.
  • Request More Information: Ask us to get additional data on any part of our reports.
  • Insight & Implications: Ask us to summarize or apply the report’s findings to your brand.

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Visa: Different Experience Campaign

VISA China launched a travel-focused campaign which highlighted scenic spots and points of interests in a number of popular destination cities. This campaign successfully reached out to Chinese VISA cardholders by recommending scenic travel sites around the globe and offering free VISA bikes rentals equipped with GPS in designated campaign cities to assist them on their journey.

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Visa “Experience” app lets netizens virtually travel to 3 different cities

Traveling Weibo and Wechat users were invited to engage with Visa China social media channels while visiting Melbourne, Sydney and Seoul—providing a holistic online and offline travel experience.

What You’ll Learn

This VISA Campaign Report reviews how the brand launched a Weibo App to align with both Weibo and WeChat users, drive a successful UGC campaign, create a unique hashtag which was viewed 33 million times, and support a campaign video that went viral with 12 million views.

  • Weibo: See how VISA created a interactive travel app on Weibo exploring over a hundred locations across Seoul, Melbourne and Sydney.
  • WeChat: Discover how VISA adapted travel content to their WeChat account to inspire users to try their Weibo app via WeChat’s interface.
  • Youku: See VISA’s viral video as well as the engagements that sprung before and after it, contributing to its viral success.
  • KOL: VISA worked with two top KOLs, sending them to Melbourne to create their campaign video. See how these KOLs were integrated into the campaign successfully and inspired engagement and user generated content from VISA’s audiences.

Expert Consulting Support

Have a question not covered in the report? Need additional data, or a quick insight to help round out your team’s understanding? Once you’ve purchased any of our reports, our China social media experts will be available to consult and support you and your team in the understanding and eventual application of reported top global brand strategies across China digital and social media.

  • General Clarification: Ask us to clarify or expand on sections of the report.
  • Request More Information: Ask us to get additional data on any part of our reports.
  • Insight & Implications: Ask us to summarize or apply the report’s findings to your brand.

After you become a member, you’ll have immediate email access to ask our experts questions. We’re standing by to ensure you get the most benefit from each report.

Nike: Better For It Campaign

Nike has captured the hearts of consumers in China, leading the sportswear category in overall marketshare and seeing a 17% increase in mainland revenues for Q2 2015.

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Nike uses WeChat to share campaign ambassador stories with netizens on mobile

As perhaps the world’s most important sportswear market, Nike has been committed to growing their women’s business in China – as evidenced by the opening of only the second dedicated women’s retail concept store in Shanghai in late 2014.

Campaign Highlights

Nike’s Better For It women’s campaign is part of an ongoing global initiative to empower everyday fitness through online communities, professional athlete expertise, and connected services. The China launch built upon global creative with locally produced content that integrated mainland celebrities and influencers to create fitness narratives that resonated with Chinese consumers. The brand then leveraged WeChat to drive downloads of brand apps to promote community fitness and social sharing.

What You’ll Learn

The Nike Better For It Campaign Report will show you how one of the world’s top brands localized a global campaign message through China KOL partnerships to empower social fitness and sharing on WeChat and brand mobile apps.

  • Campaign Microsite: We’ll show you how Nike drove users to WeChat to experience the Better For It campaign and created a mobile fitness challenge to increase participation.
  • Mobile Brand Apps: You’ll see how Nike integrated China social media platforms Weibo and WeChat to drive app downloads and add a social layer to personal fitness.
  • WeChat: You’ll learn how Nike supported the campaign phases through the Nike Women official account and navigation menu.
  • WeChat Campaign Minisite: We’ll analyze each of Nike’s mobile-optimized H5 minisites that supported campaign education and sharing activities through the Moments Feed.
  • Weibo: We’ll analyze how Nike created initial buzz on Weibo and sparked a discussion among netizens by celebrating the overcoming of common struggles for everyday athletes.
  • Celebrity Ambassadors: We’ll explain how Nike collaborated one of China’s biggest celebrities to create an inspirational story that connected with real athletes.
  • Key Opinion Leaders: This report includes a complete KOL list and will show you how Nike cooperated with an array of digital influencers across fashion and sport to encourage sharing and support among consumers new to fitness.
  • Video: You’ll see how Nike used video to chronicle celebrity fitness challenges and provide an authentic voice.
  • Campaign Timeline & Metrics: This report includes a complete campaign timeline covering teaser, launch and sustain phases as well as success metrics.

Expert Consulting Support

Have a question not covered in the report? Need additional data, or a quick insight to help round out your team’s understanding? Once you’ve purchased any of our reports, our China social media experts will be available to consult and support you and your team in the understanding and eventual application of reported top global brand strategies across China digital and social media.

  • General Clarification: Ask us to clarify or expand on sections of the report.
  • Request More Information: Ask us to get additional data on any part of our reports.
  • Insight & Implications: Ask us to summarize or apply the report’s findings to your brand.

After you become a member, you’ll have immediate email access to ask our experts questions. We’re standing by to ensure you get the most benefit from each report.

Louis Vuitton: Series 2 Campaign

Louis Vuitton’s Series 2 campaign is the follow-up to last year’s award-winning collaboration with iconic fashion photographers – this second installment featuring images by Annie Liebovitz, Jeurgen Teller, and Bruce Webber.

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LV builds a WeChat minisite allowing netizens to explore its Series 2 exhibition

Louis Vuitton combined the print campaign with a global exhibition, making stops in Los Angeles, Beijing, Seoul, and Rome, to capture creative director Nicolas Ghesquière inspirations for the 2015 Spring/Summer Women’s ready-to-wear collection.

Campaign Highlights

Like most global luxury brands in China, Louis Vuitton has placed an increased emphasis on mainland events that communicate brand stories using a powerful blend of China and global celebrities to create awareness and boost credibility on social media. Dubbed “Louis Vuitton Series 2: Past, Present and Future,” the immersive two-week exhibition in Beijing allowed the brand to reinforce their heritage using iconic products and educate visitors on their artisanal craftsmanship. Using WeChat and Weibo, the brand was able to extend event reach while promoting exploration of the latest women’s collection.

What You’ll Learn

The Louis Vuitton Series 2 Campaign Report will show you how one of the world’s top luxury companies leverages China celebrity reach on Weibo to extend brand storytelling on WeChat and engage consumers with their new seasonal collection.

  • Campaign Microsite: We’ll show you how Louis Vuitton recreated the exhibition experience through their brand website with rich media and event video.
  • WeChat Campaign Minisite: You’ll get an in-depth evaluation of the Series 2 campaign minisite, including new collection exploration, exhibition interactions, and sharing activities.
  • Weibo: We’ll take a look at how Louis Vuitton used Weibo to support the teaser, launch, and sustain phases of Series 2 – balancing the print campaign with the live exhibition.
  • Global Events: You’ll learn how the brand leveraged China celebrity attendees at a global launch event to seed awareness on Weibo for mainland events.
  • Key Opinion Leaders: We’ll analyze Louis Vuitton’s KOL partners for the campaign on both Weibo and WeChat including a detailed KOL roster.
  • Video: You’ll see how Louis Vuitton uses behind-the-scenes videos and event interviews to educate and engage with followers.
  • Baidu Search: We’ll look at how Louis Vuitton configured their Baidu Brand Zone to support the campaign and drive participation on mobile platforms.
  • O2O: We’ll analyze how a simple UGC sharing activity helps boost traffic to offline campaign events.

Expert Consulting Support

Have a question not covered in the report? Need additional data, or a quick insight to help round out your team’s understanding? Once you’ve purchased any of our reports, our China social media experts will be available to consult and support you and your team in the understanding and eventual application of reported top global brand strategies across China digital and social media.

  • General Clarification: Ask us to clarify or expand on sections of the report.
  • Request More Information: Ask us to get additional data on any part of our reports.
  • Insight & Implications: Ask us to summarize or apply the report’s findings to your brand.

After you become a member, you’ll have immediate email access to ask our experts questions. We’re standing by to ensure you get the most benefit from each report.

Singapore Airlines: Tourism Australia Campaign

With an attractive blend of pristine natural scenery and first-class wine and food culture, Australia has benefited from a China outbound tourism boom that saw mainland travelers spend $5 billion in 2014 to become its most valuable source of tourist income. But China arrivals in Australia are relatively low compared to popular destinations in Europe and the U.S., ranking outside of the top 10 long haul destinations for Chinese over the next 9 years, with an estimated 1 million mainland visitors in 2023.

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Singapore Airlines promotes real travel stories inspired by visits to Australia

Singapore Airlines China campaign partnership with Tourism Australia stems from a 3-year strategic alliance from 2014 to boost traffic from key inbound markets like China by educating travelers on the unique experiences of Australia.

Campaign Highlights

Like most tourism campaigns in China, Singapore Airlines and Tourism Australia combined destination education to promote travel planning, with promotional airfares to boost bookings and reservations. Australia as a destination for China outbound tourism is in a unique position as New Zealand has all but established itself as the premier destination in APAC for pristine nature and spectacular scenery through their successful Pure New Zealand initiatives. To promote travel and flight bookings from the 11 Chinese cities that Singapore Airlines connects with Australia, this campaign aimed to evolve perceptions and establish the country as not only an outdoor destination but also a world-class culinary hub with unique regional activities that would appeal to tourists across all ages and backgrounds.

What You’ll Learn

The Singapore Airlines x Tourism Australia campaign will take a look at how a leading regional airline partnered with a major travel promoter to create an integrated campaign that encouraged China outbound tourists to delve deeper and learn about the unique regional offerings of Australia through engagements on Weibo and WeChat.

  • Brand Website: We’ll show you how Singapore Airlines and Tourism Australia drove traffic to campaign activities and converted booking interest.
  • Weibo: You’ll learn how the brand posted content on Weibo to support campaign activities as well as travel education with support from KOL amplification and integration with Weibo’s events platform.
  • Custom Campaign App: We’ll go in-depth and analyze Singapore Airlines’ custom campaign Weibo app, that was used to launch mini-games and UGC sharing engagements.
  • Key Opinion Leaders: This report includes a complete list of direct post and retweet KOLs used during the campaign including travel aggregators, influencers, and media partners.
  • WeChat: We’ll take a look at how the brand created rich WeChat content to inspire travel planning while launching a mobile minisite (Weizhan) to allow smartphone users to participate seamlessly in campaign contests and activities.
  • Campaign Timeline & Metrics: This report includes a complete campaign timeline covering teaser, launch and sustain phases as well as success metrics.

Expert Consulting Support

Have a question not covered in the report? Need additional data, or a quick insight to help round out your team’s understanding? Once you’ve purchased any of our reports, our China social media experts will be available to consult and support you and your team in the understanding and eventual application of reported top global brand strategies across China digital and social media.

  • General Clarification: Ask us to clarify or expand on sections of the report.
  • Request More Information: Ask us to get additional data on any part of our reports.
  • Insight & Implications: Ask us to summarize or apply the report’s findings to your brand.

After you become a member, you’ll have immediate email access to ask our experts questions. We’re standing by to ensure you get the most benefit from each report.

Beats By Dre: Solo Selfie Campaign

Having almost single-handedly created the premium headphone market after its launch in 2008, Beats By Dre has used a savvy blend of celebrity and lifestyle branding to create one of the most coveted products among fashionable young consumers.

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Beats By Dre partners with Meipai to create Vine-inspired short form mobile content

But the brand has had a challenging relationship with the China market, where counterfeit products have flooded retail and online channels at a fraction of genuine prices. Yet with Apple’s $3 billion acquisition of the high-end headphone brand in 2014, Beats is now positioned to gain market share on the mainland with enhanced retail and ecommerce infrastructure.

Campaign Highlights

Similar to recent initiatives from H&M and Michael Kors, Beats’ Solo Selfie campaign in China succeeds because of a seamless integration of global celebrities with local campaign ambassadors. By blending stars like Angelababy and JJ Lin with the Kardashians and Cesc Fabregas, Chinese consumers feel a connection with Beats’ brand lifestyle and are inspired to share their own Solo Selfies as part of a global movement. At the same time, Beats collaborated with a diverse roster of digital influencers to seed Solo Selfies among relevant audience groups, and partnered with leading short video app MeiPai to pioneer new brand interactions with consumers.

What You’ll Learn

The Beats Solo Selfie Campaign Report will explore how one of the world’s most aspirational electronics brands collaborates with major China celebrities to build awareness on social media and inspire user sharing on mobile platforms while driving conversion online and at retail.

  • Brand Website: We’ll show you how Beats customized their brand website and ecommerce channels to boost campaign engagement and boost fan participation.
  • Weibo: You’ll learn how Beats used Weibo as the campaign hub for content amplification and social sharing.
  • Key Opinion Leaders: This report includes a complete list of direct post and retweet KOLs used during the campaign including celebrities, influencers, and media partners.
  • Meipai: We’ll explore how Beats partnered with one of China’s most popular Vine-inspired short video apps to increase content creation and sharing.
  • Tmall: See how Beats used Tmall vouchers to boost campaign sharing participation and increase online purchase conversion.
  • O2O: Beats integrated Solo Selfie activities with retail partner Suning, driving traffic to offline stores through sales incentives.
  • Online Video: You’ll learn how Beats partnered with China’s first multi-channel network (MCN) to create viral content for iQiyi.
  • WeChat: We’ll show you how Beats leveraged their official WeChat service account to support campaign activities.
  • Campaign Timeline & Metrics: This report includes a complete campaign timeline covering teaser, launch and sustain phases as well as success metrics.

Expert Consulting Support

Have a question not covered in the report? Need additional data, or a quick insight to help round out your team’s understanding? Once you’ve purchased any of our reports, our China social media experts will be available to consult and support you and your team in the understanding and eventual application of reported top global brand strategies across China digital and social media.

  • General Clarification: Ask us to clarify or expand on sections of the report.
  • Request More Information: Ask us to get additional data on any part of our reports.
  • Insight & Implications: Ask us to summarize or apply the report’s findings to your brand.

After you become a member, you’ll have immediate email access to ask our experts questions. We’re standing by to ensure you get the most benefit from each report.