Taobao: Connecting with China’s Youth

Facing the challenge of China’s super fickle millennials, Alibaba’s leading C2C online marketplace, Taobao, has made a strategic effort to connect with this demographic online.  In this report, we look to see how Taobao has structured their social media to engage the unique identity of the China’s younger millennials born after 1990s – the posts-90s.

The C2C giant bravely redefined the way they presented content to this demographic, moving the brand in a more consumer-focused, interactive and creative direction.

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What you’ll learn:

  • How to engage post-90s on Chinese social platforms
  • How to use virtual imagery to enhance e-commerce
  • How to promote online video content
  • How to reposition a brand through social engagement
  • How to create multiple-phone experiences for consumers
  • How to leverage trending topics to create product engagement
  • How to integrate local internet culture into branded outcomes

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Huawei, Oppo, Xiaomi and Vivo: Insight Report

Recent Q2 sales reports suggest that Apple has fallen to the fifth position in China’s mobile phone market. Rising to the top four places are local brands; Huawei, Oppo, Xiaomi and Vivo.

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Part of this recent success for local players has been their innovative and locally relevant approach to social media. In this competitor report, we look at how local phone brands have used digital to leapfrog Apple, the world’s most valuable brand, in the largest mobile phone market globally.

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What you’ll learn:

  • How to use digital to support new product launches
  • How to create consumer experience through packaging innovation
  • How to create a brand community online How to incentivize consumers to promote your brand
  • How to integrate celebrity content in the context of digital
  • How to leverage cultural topics to create product engagement
  • How to communicate product attributes in the context of digital

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Members can download the report here. Not a member? Click here to become one.

Best Practices: Lancôme, Shu Uemura and Maybelline

Arguably one of the most competitive categories globally, cosmetics in China is a fierce battle for the globe’s ‘spendiest’ consumers – Chinese female shoppers. To maintain relevance with locals, brands must ensure they are at the ‘top of their digital game’.

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In this best practice report, we provide examples of three brands that have used digital to successfully launch new cosmetic products in China. Through three unique approach, each international brand created awareness, built engagement and created a context for consumers to trial/adopt new products.

What you’ll learn:

  • How to leverage cultural traditions in a digital context
  • How to create a live event on the interactive platform Meipai
  • How to design celebrity-based HTML5 platforms
  • How to create O2O journey through product collaterals
  • How to integrate story telling in the context of digital
  • How to leverage trending topics to create product engagement
  • How to digitally engage Chinese consumers during events

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Liu Wen: Digital Celebrity Storytelling

Model and TV celebrity Liu Wen has become a favorite with Chinese consumers. As a result, an increasing number of brands are using her as an ambassador for their brands in China.

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In our 50th China Social Branding Report, we look at how three brands have successfully featured Liu Wen in their digital activations – Tory Burch, Estée Lauder and Vidal Sassoon. In this special report, we look at how these brands have thought strategically about how to leverage Liu Wen’s star appeal in a strategic way that engages the special relationship she has with her fans.

What you’ll learn:

  • How to use celebrities in a strategic way that fits brand objectives.
  • How to tell engaging stories through celebrity collaboration.
  • How to use celebrities to make your brand more accessible to consumers.
  • How to create more personally engaging content on WeChat and H5.
  • How to engage the unique relationship Chinese consumers have with celebrities through digital.
  • How to create engagement through brand emojis.
  • How create coherent celebrity campaigns through local digital platforms.

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Members can download the report here. Not a member? Click here to become one.

Starbucks Tmall Ecommerce Insights

Starbucks has worked consistently to become China’s to-go cafe brand.  Now, as consumers are becoming increasingly digital, the challenge was to extend the coffee brand to engage this new reality.  While not selling coffee on e-commerce platform Tmall,  Starbucks successfully created a ‘fourth space’ for local coffee fans –  where they could enjoy, share, and participate in a new expression of the brand.

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In this digital report we identify and analyse how Starbucks created their first e-commerce presence globally in partnership with Tmall.  In addition to converting brand loyalists to their Tmall store, Starbucks also created a digital ecosystem that allowed coffee lovers to strengthen their connection to the brand, and share their passion with others.

What you’ll learn:

  • How to create a brand e-commerce presence in China
  • How to drive traffic from offline brand experience to online
  • How to successfully and consistently co-brand with a digital partner
  • How to extend a commodity-based brand into a digital and social experience
  • How to create a digital context to share brand experiences organically
  • How to structure Tmall to create a successful consumer loyalty system
  • How to leverage calendar holidays to create new consumer behaviours
  • How to present consistent brand experience across an offline-online digital ecosystem

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Marketing Movies on China Social Media

China is poised to become the largest movie market globally from next year. To match the local hunger for movie going, franchises need to think strategically how they best use digital platforms to promote and ensure box office success.

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Buying movie tickets on WeChat

In this digital strategy report, we analyze the successful digital approaches of recent blockbusters in China. The Star Wars, Kung Fu Panda and Lost franchises represented three different types of films for Chinese audiences – one foreign, one foreign but familiar, and one very local. In the report, we detail how each film leveraged their uniqueness, on digital platforms, to successfully engage China’s moviegoers.

What you’ll learn:

  • How to establish content partnerships to seed new cultural ideas to Chinese audiences.
  • How to successfully introduce a foreign cultural practice in China.
  • How to successfully engage celebrity and KOL talent as part of a wider brand engagement and story.
  • How to engage internet culture and language to create relevance and connection with a Chinese digital natives.
  • How to structure celebrity endorsement in a 360 media strategy.
  • How to creatively engage with China’s media culture to achieve brand differentiation and recognition.
  • How to create consumer relevance with creative deployment of brand assets (characters/stories).
  • How to connect digital activities with purchase outcomes through digital infrastructure design.

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KFC: Social Media and WeChat, Mobile Insights

Faced with fierce local and international competition in the Chinese fast-food market, KFC has gained advantage with an engaging and refreshing social campaign. Understand how KFC was able to successfully engage China’s notoriously fickle youth with a digital strategy focused on staying relevant.

In this insight report we reveal how KFC leveraged trending topics and opinion leaders to captivate youth consumers. You will also learn how KFC enhanced engagement and loyalty with a mobile platform that captures the increasing on-the-go reality of fast-food in China.

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KFC works with celebrities popular on social media to boost campaign awareness.

What you’ll learn:

  • How to leverage trending topics to introduce products and conversations to a younger Chinese demographic online.
  • How to successfully engage Chinese and Western festive events in the context of digital.
  • How to engage local internet culture and language to create brand relevance with a younger demographic.
  • How to fully maximize return on KOL investment through strategic implementation and seeding of content.
  • How to create familiarity with product offers through connection to trending popular culture.
  • How to create a mobile ecosystem that enhances customer experience and achieves higher levels of brand loyalty.
  • How to digitally address emerging needs of China’s mobile urbanites.

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Members can download the report here. Not a member? Click here to become one.

Durex Social Media Ecommerce Insights Report China

In a country where Facebook and Twitter are censored, how did a condom brand spark a nationwide discussion on sex and sex related products? Understanding Chinese culture, the current state of sex education and the burning curiosity that exists in every red blooded human may have been the sparks that lit Durex’s social assets on fire.

In this insight report, we’ll delve into Durex’s marketing obstacles in government censorship, distribution, and the heavy cost of traditional advertising and show you the key digital, social and ecommerce strategies used to overcome and succeed online in China.

What you’ll learn:

  • How to leverage trending topics to introduce products and conversations to a mass Chinese audience online.
  • How to circumvent the high cost of advertising by building an always-on digital, social media ecosystem.
  • How to both educate and entertain audiences to create a groundswell of buzz.
  • How to partner with KOLs to create new content, and be interactive ambassadors for your brand.
  • How to leverage holidays and special events in China to achieve massive awareness when consumers are most likely to purchase.
  • How to work with different platforms to create synergies allowing access to new groups of people online.
  • How to build an ecommerce presence that significantly reduces the barrier to purchase.
  • How to have fun with consumers and cater to the Chinese “me” generation.

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Members can download the report here. Not a member? Click here to become one.