It is a monthly series where we selected the most interesting and worthing learning digital campaigns to share with you, as well as introduce the social tools and campaign formats.
Airbnb @Wechat Moment
With its Chinese name getting mocked, Airbnb spends aggressively on marketing. Other than a gathering event to award the best hosts and three videos based on the real stories, Airbnb published two promotional videos two months away from 2018 Chinese New Year. The theme is to encourage youngsters to travel with parents instead of spending Chinese New Year at home, with one spending time at home with family and the other one experiencing the local life via Airbnb. The audience will see the title and thumbnail of both ads on Wechat Moment, and decide to open either.
（Watch the video HERE)
Highlight: A great practice with the feature of Wechat Moments Ads, two-options ads.
Chanel reprised its Cruise 2018 collection, originally shown in Paris, in Chengdu. Chanel choosing Chengdu, a city mostly known for its panda out of the country and its hot pot among Chinese, shows its determination for localization. Other than all the high-profile guests, Chanel ran a successful social campaign on Weibo, invited KOLs and celebrities to share their favourite places or occasions of Chengdu, under the hashtag #ChanelinChengdu. Many celebrities share their stories with Chengdu spontaneously, showcasing the similarity between Chanel and Chengdu. Classics and modern co-exist.
Highlight: #ChanelinChengdu campaign
How do other luxury brands penetrate China market? Every brand has its own focus.
Xiaomi @ IoT Summit?
On the IoT Summit hosted by Xiaomi, the world's 5th largest smartphone maker in the world. Xiaomi announced that it becomes the biggest IoT platform in the world with more than 10 million active devices connected.
With more than 280 smart devices including smart TV, rice cooker and phone, Xiaomi's ambition of becoming a smart hardware brand and sharing data across devices is to build a smart hardware ecosystem. It also inspires new possibilities for marketing and advertising -- marketing within certain scenarios. For example, KFC developed a prototype with Xiaomi smart fridge. When people use the fridge and "tell" the keywords, KFC APP will be triggered to run automatically for you to complete the order. Xiaomi users can also share their menu and activities on social media from Xiaomi Phone.
Highlight: The boundary between advertising and service becomes further blurry.