Nestle won big in the 80s and 90s, when Chinese consumers first embraced soluble instant coffee, becoming a leading brand in the market.
However, as consumers have shifted their coffee-habits to out-of-home options such as Starbucks, Nestle has fallen behind in terms of sophistication.
To engage more sophisticated behavior, Nestle launched Dolce Gusto, an in-home capsule coffee machine in China. To successfully launch the product and create a supporting behavior, the brand launched a number of digital engagements focused on target coffee drinkers.
What you’ll learn:
How to launch a new product through social media
How to use trending topics to encourage new behavior
How use virtual communities to engage young consumers
How to theme social media assets to create brand perception
How to create new behavior through online video
How to amplify co-brand collaboration through H5 mini sites
How to educate consumers through e-commerce design
The battle for China’s lucrative ride-haul market has been dominated by the question of whether will extend their global footprint to the local market. But in the background, the brand known locally as Didi has built a strong relationship with a core customer base, through a strong consumer engagement program.
In this strategy report reveals how Didi combined a diverse and innovative range of digital strategies to raise awareness and build credibility locally – firmly establishing themselves as Uber’s No.1. pain point in China.
What you’ll learn:
How to create co-branded content in a digital context.
How to build credibility for an O20 service.
How engage Chinese millennials from a professional context.
How to develop a credibility campaign in Chinese social networks.
How to strategically utilize animated GIF as part of successful digital brand campaigns.
How to successfully embed your brand within China’s eclectic internet culture.
How to educate ethically on social media to the benefit of your brand.
As a Japanese brand in China, Muji faces the challenge of overcoming potential bias due to Japan’s wartime atrocities in China. The key to making Muji a welcome part of local consumers’ lives was communicating the brand’s unique philosophy on design, space and living.
In this report, we analyze Muji’s digital ecosystem in China. We argue that Muji has successfully designed their digital communication to communicate the brand and its products as an intuitive part of modern Chinese life – providing a clear context for locals to introduce Muji into their day-to-day. Important to their success was the connection created between Muji’s flagship store experience and the digital behavior of their Chinese consumers – cementing a connection with the brand that goes beyond just store visits.
What you’ll learn:
How to communicate a brand story emotionally on digital
How showcase traditional events in the context of digital
How to introduce new lifestyles and behaviors through digital
How to effectively produce and present brand editorial content online
How reward and incentivize consumers beyond transaction
How to optimally translate in-store experience to digital
How to implement and inventory system for consumers to optimize shopper experience
Our new CSBR report focuses on how Nike used digital to powerfully engage local Chinese runners.
Noticing the increasing popularity of exercise amongst Chinese urban residents, Nike engaged local runners with a dedicated digital ecosystem. The platform helped to further build the nascent local running culture – providing tips, helping runners organize running clubs and creating special events to bring Chinese runners together.
Nike Successfully Engaged Chinese Running Culture
In this insight report we identify and analyze the strategic organization of the Nike Run Club digital platform in China, explaining why it successfully activated the interest of local runners. The campaign allowed Nike to communicate their long-standing association with running culture to their local Chinese target.
What you’ll learn:
How to structure digital engagement to amplify participation
How to use digital platforms to bring consumers together in real spaces
How to digitally introduce new product concept as part of a new consumer behavior
How to enable consumer participation and co-creation through social platforms
How to leverage emerging ‘city cultures’ to create a more intimate digital conversation with Chinese consumers beyond major cities
How to structure WeChat, Weibo and Mobile Apps to create a consistent ‘call to action’ for consumers in China
How to seed global content to fuel local behavior on digital platforms
How to leverage and build on cultural trends through digital activation
As China’s leading skin care marketer, L’Oréal Paris found creative ways to connect with consumers to explore the up-and coming cosmetics industry in China.
L’Oreal’s innovative Make Up Genius app allows users to try its products virtually online
Among these strategies, online media stands out one of the best ways to promote the brand’s image and engage with its target consumers, meanwhile exploring new avenues in ecommerce.
What You’ll Learn
Brand Website: We’ll show you how L’Oréal Paris draws in consumers, with a clear and simple display its products and educational content, attracts the attention of consumers.
Tmall: You’ll learn how L’Oréal brands its products and promotes its sales in one of the most popular e-commerce platforms.
App: We’ll take a look at how L’Oréal Paris boosts different apps to display specific content linking back to the brand. You’ll also find out more about the successful app, Makeup Genius, of which 4.7 million of its total 14 million downloads originated from China.
Weibo: Discover how L’Oréal Paris launches multi-platforms campaigns and successfully creates consumer engagement through activities on Weibo.
WeChat: We’ll see how L’Oréal Paris uses trending topics on the Internet to promote its products and engage with consumers.
Youku: You’ll find out how L’Oréal uses Chinese celebrities in high visibility international events to promote the brand’s image.
Key Opinion Leaders: We’ll reveal how popular actors and beauty influencers boost the highest rates of engagement.
Even in the face of the challenges brought by the slowing growth of Chinese economy, H&M has still managed to increase their sales by 11% in the third quarter. Among the reasons behind this success lies the creative use of their media presence. Its user-friendly online platforms communicate with the consumers, not only offering information about the products, but also suggesting creative ways to mix and match, this way promoting its fashion view.
This Swedish fast-fashion brand explores China’s digital social ecosystem with engaging content, promotions and campaigns to create positive interaction with China’s consumers. This has a positive impact on the image of the brand and greatly increases engagement rates.
In this report you will be able to have access to a detailed mapping of their outstanding use of the media platforms that that best engage Chinese netizens: brand.com, Weibo, WeChat, Youku, and KOLs.
What You’ll Learn
Brand Website: Discover how H&M uses its China website to promote its sales items and inspire its users with creative and stylish content. Find out how H&M, through the development of a user-friendly platform, gauges its Chinese consumers to shop on its e-commerce platform.
Weibo: We’ll show you how H&M engages its social followers in its latest campaigns, promote sales and leads them to its brand website for purchase.
WeChat: Find out how H&M tantalizes its WeChat followers promoting inspirational ideas and tips to encourage the creative use of its products and also attracting consumers’ attention through sales news.
Youku: Discover the outcome of H&M’s ad campaign videos and event content that yielded the highest number of views.
Key Opinion Leaders: H&M counts on influencer accounts to promote the brand name, and increase the impact of its campaign. Additionally, the brand creates leverage from engagement with fan club accounts when collaborating with popular celebrities to the Chinese public.
Givenchy provides a seamless social media experience that uses celebrities and KOL fashion influencers to amplify its brand message. The success of its autumn and winter fashion videos demonstrate the brand’s clear understanding of what their consumers find engaging. The brand even goes as far as creating gender-specific mobile apps to better target their key demographic, making efficient use of its online space.
Givenchy’s WeChat provides direction to offline stores and descriptions of new product lines
Givenchy uses its brand site, Weibo, WeChat, Youku, mobile apps, and KOLs to create and disseminate its digital brand image in China. We’ll show you in this report how Givenchy reaches Chinese netizens and enhances their customer journey via Chinese media channels.
What You’ll Learn
Brand Website: Discover how Givenchy uses its China website to promote its fashion show live streams. Find out how Givenchy encourages Chinese consumers to shop on its mobile apps as part of its digital commerce strategy.
Weibo: We’ll show you how the brand highlights memorable moments with world famous celebrities wearing Givenchy under the unique hashtag “Givenchy’s Classic Moments”. The brand also draws specific recognition to its Creative Director, Riccardo Tisci and explores his creative vision.
WeChat: Find out how Givenchy uses WeChat lures users to its offline stores by providing a directory of its boutique shops around the Greater China region. Givenchy uses its WeChat blogs to introduce its flagship stores around the world, from the Four Seasons in Macau to the store in Le Marais, Paris. It also provides a photo collage of its newest collections on its WeChat blog.
Mobile App: We will show you how Givenchy tailors its 2 gender-specific mobile apps–menswear app and womenswear app, to target their specific consumer group. ncrease mobile ecommerce sales.
Youku: Discover how Givenchy uses TVC videos to yield the highest views.
Key Opinion Leaders: Givenchy works with a number of influencer accounts to directly publish posts promoting the brand. Additionally, the brand uses celebrities to retweet campaign and fashion show content.
Hugo Boss uses their digital, social media ecosystem in China to promote their latest campaigns and educate Chinese consumers about their collections and sub-brands. Hugo Boss not only uses its China website for ecommerce sales, it also operates a Tmall flagship store for its BOSS Orange collection, which focuses on denim and casual wear. Its Tmall store provides a secondary platform for online shopping which can more easily participate in local shopping holidays such as Singles Day.
Hugo Boss connects China social media to brand ecommerce platform
Hugo Boss emphasizes product education and campaign promotion on its social channels. Its website has additional focus on fashion show live streams and ecommerce. In this report, you’ll discover how Hugo Boss optimizes their content to reach Chinese audiences across their major social networks- Weibo, WeChat, Youku, and its Tmall’s flagship store.
What You’ll Learn
Brand Website: Discover how Hugo Boss uses its China website to encourage online shopping and live stream fashion shows to keep Chinese netizens interested and update to date.
Weibo: We’ll show you how Hugo Boss uses its celebrity content to engage its social audiences while promoting its latest products.
WeChat: Find out how Hugo Boss uses its global campaign media to gauge user interest in the brand.
Tmall: We will walk you through the brand’s Tmall flagship store which offers with exclusive discounts on its BOSS Orange’s line.
Youku: Discover how Hugo Boss operates their main video platform to deliver campaigns and promote its new arrivals.
Key Opinion Leaders: Hugo Boss also co-works with a number of KOLs among different industries. You’ll find out which influencers had the greatest impact on user engagement and why.
Michael Kors designs its digital, social ecosystem to amplify its brand messages and encourage Chinese consumers to purchase its products. The brand aligns its image with the jetsetting ideals of the Chinese nouveau riche. Michael Kors capitalizes on the growing trend of wealthy Chinese who are traveling and shopping abroad by providing mobile viewing catalogs on its mobile brand site and WeChat mini-blogs.
Michael Kors features its Jet Set campaign on Douban
Michael Kors combines its brand site, Weibo, WeChat, Youku, Douban, and KOLs to create an expansive social media ecosystem. We’ll show you in this report how Michael Kors uses its media channels to entice Chinese consumers and enhance their customer experience.
What You’ll Learn
Brand Website: Discover how Michael Kors uses its website as a brand media hub and product viewing catalog. Find out how Michael Kors encourages Chinese consumers to visit their stores by providing them store locator maps and product catalogs on their mobile devices.
Weibo: We’ll show you how Michael Kors uses Weibo to amplify its brand image to Chinese consumers. Find out how Michael Kors creates mini hashtag campaigns around its Jetset theme and shows its accessories alongside well-known celebrities.
WeChat: Investigate how Michael Kors uses WeChat as a mini-blog platform for its travel-focused, tech-savvy Chinese audiences. We’ll show you how the brand makes strategic use of WeChat’s multi-media functions.
Douban: Explore how Michael Kors uses its Douban platform as a media archive, storing and categorizing its previous campaign content and brand history.
Video: Discover how Michael Kors uses its Youku video platform to entice Chinese consumers with brand videos and campaign media. We’ll show you how
Key Opinion Leaders: Michael Kors works with a number of direct KOL influencers as well as the Weibo fan club pages of Chinese celebrities. Using influencer, retail, aggregator, media, and brand KOLS, Michael Kors amplifies its messages overs social media to its Chinese audiences. Find out which influencers had the greatest impact on user engagement and why.
MINI designs its digital, social ecosystem to help China’s netizens buy a new car. MINI’s website serves as an excellent central hub for product education and exploration. Its social media channels help to spread buzz and entice followers to test drive their cars. Users can explore options with car comparison tools, price calculators, and WeChat H5 mini-sites.
Mini’s China digital ecosystem extends across multiple social media channels
MINI’s ecosystem includes China’s most popular social media channels. Mini combines Weibo, WeChat, Tmall, Youku and KOLs to educate and entice Chinese consumers. We’ll show you in this report how MINI uses its media channels to provide a smooth, interactive customer journey.
What You’ll Learn
Brand Website: Discover how MINI uses its brand website as an official information hub to educate Chinese consumers on their products. Find out how MINI creates as user-friendly interface hosting information and tutorials on all different types of car models.
Weibo: We’ll show you how MINI creates and disseminates its cross over content all over Weibo. MINI cooperates with a number of other brands to create online interactive visual experiences that better communicate their messages to their social audiences.
WeChat: Find out how MINI increases test-drive registration with its cutting edge H5 (html-5) interactive WeChat page. Explore how MINI inspires customer creativity by offering them the chance to design their own digital car online.
Tmall: We will walk you through MINI’s strategic use of popular ecommerce platform, Tmall. You’ll see how MINI encourage users to visit their online dealerships by offering service discounts, after-sales accessories, and pre-owned car vouchers.
Video: Discover how MINI uses video platforms Tencent and Youku to deliver campaign content and introduce its specialized parts and accessories.
Key Opinion Leaders: MINI works with a number of direct KOL influencers among different industries. Between brand, influence, and media KOls, you’ll find out which influencers had the greatest impact on user engagement and why.