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.
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.
Seeniun Media selected three marketing case studies in China, to showcase the trends and ideas.
In Oct, Airbnb sticks to the immersive experience concept and collaborates with the always sold-out show Sleep No More, while Taobao shifts online to offline with a massive campaign for the upcoming 11th Nov Sale. Buick puts the SMART lifestyle under the spotlight while talks less about the car itself in its Utopia House campaign.
Shanghai is one of the first cities that “try the crab”. Registration with ID card, Scan the store QR-code, then scan whatever you want from the shelf, then click check-out with mobile payment directly before walking out of the store – four steps to do the shopping without staff involvement. The unmanned retail has been
The first impression entering the store is that you can find almost everything there. Instant noodles, freshly made lunch and chips…the first sight makes not much difference of Bingobox compared to the popular FamilyMart. FaimlyMart defeats its competitors by offering a wide range or freshly made food, from sandwich to sushi, while Bingobox introduces the fresh food concept for those white-collars and also explores a new angle. It brings in more imported snacks, as well as updates the shelves with the bestsellers on Taobao. Therefore, the online shopping momentum is passed down to offline and creates more buzz.
24-hour-convenient-stores can be found at each street corner partially because of the long working hours. The staff cost and pressure for night shift of these ubiquitous convenient stores are the main drive and opportunity for the staff-less stores. With the optimised logistics and inventory management system, the cost is expected to be 10-15% lower than the normal convenient stores. It saves not only the staff cost, but also the costs in the logistics and inventory. If you go to Bingobox now, you can still see a few staff in the store, teaching clients about the process.
Some small details are designed carefully and touch many users’ soft spot: Bingobox provides free Wifi and mini-bookstore. Amazon’s collaboration with Bingobox might enable the dying traditional bookstore business a new idea. Bingobox store is slightly bigger than the normal convenient store. Some stores semi-separate a small Amazon-branded space with two or three tables, around which there are 20-30 books. After scanning QR code, you can either buy or rent the book. As long as you purchase the 98RMB annual membership and return the book in 72 hours, you can read as many books as possible for free. The semi-separate area is also a lifesaver for a lot of people who look for a comfortable area with free wifi to rest or work for half an hour without having to pay for an overpriced Starbucks coffee.
China retailer has given us inspirations on how to integrate retail into the digital era. The experience can't be copied, however, the lessons can be learnt.
If you want to learn more about the digital trends, and how to develop a plan for the China market, we are experienced and highly skilled to tailor a digital solution for you.
Until now, rap had been more subculture in China than mainstream. However, a new singing contest “The Rap of China” has recently swept the nation and bought the subculture musicians under to the public. Youngsters "diss" this and that to become part of the trend. Unlike the traditional reality TV shows that were produced by the provincial TV stations, it was planned and made the online video platform, iQiyi. It says there have been over 2 billion combined views in 10 episodes of the show.
Behind the billion views, “The Rap of China” can be seen as a textbook campaign that perfectly uses all the trending tactics and shred the light into a less recognised field.
Celebrity and KOLs
One of the most important factors that lead to the success is that heartthrob Kris Wu, an actor-singer and former boy band member, is a celebrity mentor for the rappers. He attracts fans across all ages and walks, He has been the first Chinese ambassador for Burberry which shows his brand value and popularity. Despite the other famous singers also join the show, he alone draws huge audiences for the show, at least in the first 5 episodes. His comment on “Do you have freestyle?” went viral and his mentorship was recognised by the audience. Many people become to adore him after watching his mentorship.
Other mentors, more or less famous singers or celebrities, help gather some attention for the show as well. Each mentor leads one team, the contestants of which compete and eliminate the members of other teams. The mentors were also invited to be the judges in some episodes, to increase the tensity and create the drama.
150 million RMB (276 million AED) is the cost of a title sponsorship of "the Rap of China".
As a standard in China, sponsor content and product placements are a huge part of the show, and nobody is surprised to see a supposed rebel rapping about the pleasure of sharing McDonald's snack boxes. The brand logo and messages, overpopulated the show from the beginning of moderator’s opening speech, to the table of contestants’ rooms and even in the rap lyrics. The viewers are suffocated by the volume of sponsor exposure. You will find it hard to skip the ads, because they are weaved into every pole of the show. That’s probably the biggest difference between Chinese reality show and X-factors.
TV stations have been dominating the reality TV show for over ten years, however, the fast-growing online video platforms, both PC and mobile, finally change the game and turn the trend around this time. IQiyi, the online video platform and the production team of this show, surpasses Youku and Tencent Video on the market share and watching length. Its VIP and paid members jumped in 2016 thanks to its high-quality self-produced content. Its mobile APP became the 2nd used APP in China in the total used time.
One thing distinguishes the online TV and traditional TV station is the revenue. Starting with only one small sponsor, IQiyi received requests from dozens of sponsors and earned over 2.5 billion RMB sponsorship fee. Other than the skyrocketing sponsorship fees and ads, production teams’ ambitious was far more than relying on ads income from the beginning. Membership package to skip the ads, collaterals and collaboration with other channels such as live broadcasting, gaming and e-commerce have been a part of the planning. There are more than 400 SKU around the show.
As TV stations also fit themselves into the digital era and put their reality show online after the live broadcasting,
The biggest user experience difference between traditional TV station and online video is Danmu. Danmu, “bullet screen” in English or “danmaku” in Japanese, is the live commentary on the video. It originates from audience commenting on the Japanese animations. Bilibili, a video sharing website themed around anime, manga, and game fandom where users can submit, view and add commentary, expends it to the mass public. Reading others’ comments while watching the show feels like being part of a Facebook Live that audience engages not only with the video content but also other audience.
It has been over ten years since the success of “Super girl” created the reality show wave. The passion and the talents on the singing reality show decline over the years. “The Rap of China” chose a different angle with the help of experiences in marketing and sponsorship. Beside the big investment on the program production, the “Keep Real” attitude is what those underground trappers try to advocate and what audience is attracted for.