KFC: "How Appetizer Platters Bring You Joy!"

Background

  • KFC’s Appetizer Platter was ranked among its highest selling products in 2016. In February, the new “Rattan Pepper Chicken Steak” appetizer was added for promotion.
  • As cinemas began to loosen restrictions on bringing in outside food and beverages, more and more food options replaced the classic combination of “Popcorn + Coca-Cola.”

Challenges

  • Extend exposure and discover new markets for KFC’s Appetizer platters, thereby increasing consumers’ product loyalty.

Creative Solution

  • Collaborated with NetEase on its “Hot Topic Day” to create “KFC Appetizer Platters Sharing Season” events with various themes, including film, anime culture, and gaming.
  • Utilized NetEase to find a DS Movie platform and create a new film consumption landscape.
  • Delved into NetEase to discover other new and highly relevant consumption platforms.
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Buick Excelle

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Buick Excelle - Farewell is For a Better Reunion

Background

  • In August 2016, the last Buick Excelle was successfully assembled, marking the official discontinuation of this popular model in China.

Objectives

  • Capitalize on the popularity of the Excelle model to channel consumers’ fondness of the model into other Buick models, and develop a broader consumer base following the discontinuation of the Excelle.

Challenges

  • Drive consumer attention and increase brand awareness with Buick Excelle’s discontinued model, while competitors focus on the promotion of new models.

Creative Solution

  • Step 1: We launched a buzzworthy topic, “Say a Proper Goodbye” on social media to evoke Excelle owner’s memories, and received millions of genuine responses in return.
  • Step 2: We partnered with QQ Music to create a list of top hits throughout the past 13 years that accompanied Excelle owners on the road day and night. These popular songs told stories of owners’ experiences in their Excelles.

Key Results

  • The Excelle song list received 3.6M plays in total.
  • The topic “Say a Proper Goodbye” received over 570K views on social media platforms. Thousands of people left comments and shared stories involving Buick Excelle.

Key Takeaways

  • Consumers are touched, not just by consistent visual stimulants, but also by evoking genuine human emotions when we recall important moments in our lives.
  • Communicate with consumers through empathy rather than propaganda. Stand in your audience’s shoes and encourage them to share their personal stories to speak for the brand.

OPPO Flash Charge Campaign

Company Introduction

  • OPPO Electronics Corp. is an electronics manufacturer based in Guangdong, China. Known for its smartphones, the company also makes MP3 players, portable media players, LCD-TVs, and DVD/Blu-ray players.

Challenges

  • Long communication cycle: repeatedly advertising the same feature of a product could cause public antipathy.
  • Relatively limited budget and audiences’ various media preferences made it hardto cover the entire target market.

Objective

  • Increase the sales of OPPO R7 by widely advertising its flash charge feature.
  • Establish OPPO’s leadership in mobile phone flash charging area.
  • Sustain high public awareness surrounding the product.

Creative Solution

  • Collaborated with popular digital shows and used pre-roll, mid-roll and post-roll ads to increase public awareness.
  • Created online interactive activities based on the storyline.
  • Sponsored popular digital/TV programs, and integrated the brand with the show’s pre-roll ads, pop-up ads and host’s PA.
  • Collaborated with celebrities and KOLs, using their influence to further expand product awareness.
  • Produced branded micro films and MV starring popular celebrities to attract target audience attention.
  • Sponsored sports events and launched event marketing to generate greater buzz.
  • Established strategic partnerships with popular apps
  • Collaborated with Didi: customers could win a free Didi riding coupon by participating in OPPO’s activities.
  • Collaborated with MTime and Gewara to create an online interactive game based on the plot of the blockbuster <007:Spectre>.

Media Strategy

  • Cooperated with popular digital shows and sponsored popular online/TV programs
  • Celebrity/KOL engagement
  • Leveraged sports events to cross-promote
  • Partnerships with popular apps

Key Results

  • OPPO R7 ranked #1 in sales in China’s cellphone market in 2015.
  • The campaign reached 7 billion users in China.
  • The brand slogan“5-minute charging, 2-hour call” became the catchphrase of the year.
  • Over 8 million people participated in campaign activities.
  • The branded MV and micro movie achieved a total of 90 million viewers.
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Mengniu Diary: Xin Yang Dao Series

Background

  • Xin Yang Dao Zero Lactose Milk is produced based on the fact that many Chinese are lactose intolerant.
  • Xin Yang Dao uses EHT enzymatic hydrolysis technology to hydrolyze lactose of up to 99.9%, making it easier to be absorbed.
  • This product allows customers to enjoy the taste and nutrition of milk without worrying about stomach discomfort after consumption.

Challenges

  • Competitor (Yilli’s Shuhua Milk) has a higher brand awareness.
  • Delivering the brand message with a limited budget.
  • To sustain consumers’ interests in the brand through creative strategies.

Creative Solution

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  • Increase brand exposure through a collaboration with popular intellectual property, "The Mystic Nine"
  • Capitalized on a creative way for product placement through various styles to increase brand awareness and deliver brand messages organically.
  • Used a blend of celebrity endorsement + humorous performances to increase brand awareness

Media Solution

  • Collaborated with iQiyi to post related content on Weibo to boost discussion and engagement.

Results

  • Creative product placements: 2.15B times
  • Post credit scene: 672 million times
  • Ending special thanks: 5.4 billion times
  • Wide screen banner & Headline banner: 33 million times
  • Total view for “The Mystic Nine” reached 10,753,000 times
  • Brand overall exposure reached 8,232,000
  • 84.27 Million RMB in sales

Buick - “The Distance from Tongue to Heart”

Background:

  • In 2016, the modified model, Buick Hideo, entered the market, with a brand concept of “Understanding Brings Each Other Closer.” Buick hoped to get closer to customers through emotional communication.
  • Most auto brands have been using a similar strategy, with the goal of rousing consumer emotion.

Challenges:

  • How to create a unique angle to promote the Buick Hideo that would allow the brand to resonate with its target audience and garner attention.

Creative Solution:

  • There is a Chinese idiom saying “humans live on food”, which shows the idea that delicacies bring people together. Buick delivered the concept of “understanding brings each other closer” through the usage of this idea.
  • To truly understand how to eat is to eat the corresponding food at the proper time. Bearing this in mind, we thought of the 24 Solar Terms, and the extended idea of connecting Chinese traditional cuisines and emotions.
  • Collaborated with two major food delivery platforms - Ele.me and Fruitday and put every seasonal delicacy into customized gift boxes to drive purchase.
  • Transformed the 24 traditional cuisines of the 24 solar terms into 24 emotional connections between Buick and consumers.

Results:

  • The “24 Solar Terms” campaign throughout 2016 increased the exposure of the new model. Both of the food-delivery platforms reached over 260,000 users, who received coupons and purchased customized gift boxes.
  • The total engagement rate was greater than Buick’s previous events.
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H5 Buick

Background

  • Buick was in need of a compelling brand campaign to attract buyers during the summer months.

Challenges

  • How to develop a campaign that would boost sales during a historically slow summer and prior to a high  peak season in the month of September and October.

Creative Solution

  • Cultivated a “Happy Purchase” campaign, which included original rap music created exclusively for the campaign, making Buick the first automotive brand to employ a creative rap style to a campaign
  • Created a computer-like platform which vividly presented how helpless individuals are without a car, perpetuating the message that purchasing a Buick will allow people to take control of their lives
  • Utilized WeChat self-generated content as the predominant marketing method, with some advertisements

Key Results

  • Generated billions of campaign views
  • 17% viewing loss on leads’ page
  • 25% increase in sales


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Chevrolet #Look Up# Branding Campaign

Background

  • Chinese young people are deeply dependency on cell phones.
  • They spend 3.9 hours on their cell phones everyday and check their cell phones 100-200 times a day.

Challenges

  • Conclude a method to increase awareness of the brand’s key message, “Connect to a Better Life.”

Creative Solution

  • Chevrolet began a viral marketing campaign called “Looking Up.”
  • Users had the opportunity to make bets with other users on their mobile phones and were encouraged to meet each other offline in order to “connect”.

Key Results

Just two weeks after the launch:

  • 148,000 participants
  • Successfully made challengers leave their phones for 135,000 minutes
  • #LOOK UP# topic received 260,000 views
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SAIC-GM: Wuling Baojun Series

Background

  • The SAIC-GM-Wuling Baojun Series has maintained robust sales since its 2010 debut. Considered a high-performance car model among Chinese families, it has won nationwide recognition.
  • As an independent Chinese auto brand targeting lower-tier cities in China, the Baojun series has been devoted to being “the reliable partner” by maintaining unassuming and positive brand values.

Challenges

  • How to increase brand visibility and awareness, in addition to  reinforcing brand influence and consumer trust.
  • How to deliver brand promises and improve corporate social responsibility.

Creative Solution

- Conveyed the importance of in-depth personal communication through a documentary-style commercial, telling the stories of two families who find a way to reconnect with their families despite the busyness of life.

Key Results

  • Audience reached by short film CCTV placement: 400 million +
  • Short video online appearance:180 million+,UV 100 million +
  • Short video viewings: 19.59 million +
  • Weibo topic viewings: 210 million +
  • Wechat Post viewings:879K+
  • Landing page viewings: 4.13 million
  • Advertising placement clicks:6.39 million


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Buick Encore x KEEP

Background

  • Partnered with the fitness app KEEP to target the increasingly expanding group of fitness-motivated consumers
  • The partnership constituted as the first instance of a KEEP collaboration with a specific brand

Challenges

  • Create an affinity between the theme of “shape is strength” and the Buick Encore, which aimed to be a symbol of “a uniquely strong individual.”
  • To accurately deliver messaging toBuick’s  target audiences and increase brand exposure by analyzing user behavior data.

Creative Solution

  • Motivated young KEEP users to build uniquely fit body shapes with 6 customized fitness courses
  • Placed advertisements into an attractive H5
  • 360° marketing on active online community

Key Results

  • 7x increased engagement rate
  • 2.65M engagements and 800K participants within 2 weeks
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Mojin - The Lost Legend

Background

  • The movie Mojin: The Lost Legend is a 2015 Chinese action/ fantasy thriller based on the novel Ghost Blows Out the Light.
  • The film was in the process of being remastered to the IMAX 3D format.

Creative Solution

  • The official website for the movie Mojin - The Lost Legend focused on releasing related content on its production, including high-quality videos and engaging images to drive audiences to download the movie app. The website helped to capture audience interest through its engaging layout and design.


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Pizza Hut - Autumn Seafood Menu

Background

  • Pizza Hut renews its Autumn menu every September.
  • In 2016, Pizza Hut invited Hu Ge, the popular Chinese celebrity, to be the brand ambassador to promote the new seasonal menu with an emphasis on seafood.
  • As an inland city with a majority of the population fond of seafood, Xi’an is the ideal region to promote this new menu.

Challenges

  • How to increase the awareness of Pizza Hut’s Autumn Seafood Menu amongst Xi’an residents, and in turn, convert traffic to in-store visits and boost online sales.
  • How to maintain consumer interest during Golden Week, given that the new menu would launch just before the busy travel holiday.

Creative Solution

  • Boosted event exposure and increased restaurant visits through integrated marketing strategies, including collaborating with influential KOLs and hosting giveaway events
  • Placed a life-size cardboard cutout of Hu Ge in front of the restaurant to prolong visitors’ stays and encourage interaction
  • Hosted an offline seafood party to increase menu awareness
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