It is a monthly series where we selected the most interesting and worthing learning social campaigns to share with you, as well as introduce the social tools and campaign formats.
Alibaba Singles Day Ghost H5
When Alibaba brand-platform Tmall was busy with bombarding the customers with all the brands, online and offline, towards the Singles Day Sale, Alibaba Group utilised the momentum to promote its AI design tool by shooting the spotlight on the designers and the mountains of artwork to be produced for the sale.
It is a simple H5 in function, but the idea revokes the emotions and voice are close to the whole interactive video lasts 3min 20s, a conversation between a virtual user and the Alibaba AI designer (Alibaba’s Siri!) The black background and colourful texts are full of wiz and slangs, funny. The H5 doesn’t focus on the Single Day itself, but chooses a different angle to reveal the fact that thousands of creative and high-quality leaflets for Single Day campaign are created by Alibaba’s AI tool.
Lego on Zhihu & Knowledge Marketing
“What funny behaviours have you observed from your babies?” This seems to be a normal daily question on Quora raised by a passionate young parent, but actually Lego asked this question on their official Zhihu page, Chinese alternative of Quora and a boutique social platform with middle-class audience. It turned out to be a viral online campaign which has been viewed for 42k times and received a dozen of high quality answers.
The question itself contains neither Lego related keywords nor a clear brand sale but the strategy aligns with the brand messaging. Parents share their own experience and actively engage with other users who left the comments. Clearly, Lego hit the target: Those who participate in the online discussion are the target audience – new generation of well-educated parents. Lego doesn't stop at the question, it included a QR code to its H5 page in the answer. The quality traffic generated on Zhihu was smoothly led and to its H5 and Wechat. The H5 page is a mini knowledge hub to imply the answers responding to the question the brand itself asked on Zhihu. It educated parents for the kids' sports, language, recognition skills, emotional behaviour,
Zhihu - A mainstream niche social platform
Zhihu is a niche social platform compared to Weibo and Wechat. But over 80% of Zhihu users have bachelor degree, which means Zhihu gathers people on the top of knowledge pyramid. The insightful and serious content and content quality are the top priority for the platform and brands.
Brands' Zhihu strategy has also changed over the years.
In the early stage, brands search for the existing questions with brand keywords or highly related topics, answer the questions and show their professional insights. Brands, later on, would collaborate with Zhihu KOLs, so that the prestigious KOLs will raise a brand-related topic and have a light touch on the brand message, or launch a Live discussion.
Now, from Lego's recent successful case, we can see that the brand changes its role from a questioner to an answerer, proactively build the community and integrate different digital channels.