Digital in China Chinese New Year Edition: Coca-Cola, Guomei, Lancome

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Every Friday, “Digital in China” brings you Labbrand’s take on key digital news items along with our favorite digital campaigns from the past week.

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Digital in China Chinese New Year Edition: Coca-Cola, Guomei, Lancome

  1. 1. Digital in China – Chinese New Year Edition Digital news and best campaigns – Week of January 25th
  2. 2. Digital in China Every Friday, “Digital in China” brings you Labbrand’s take on key digital news items along with our favorite digital campaigns from the past week. Don’t forget to subscribe to our newsletter to get fresh insights about branding in digital in China delivered straight to your mailbox! Labbrand’s digital strategy team is available to answer your questions, just fire us an email at info@labbrand.com or ask us directly through WeChat. Kevin Gentle – Digital strategy director 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 2
  3. 3. Drop your smartphone, share a Coke In the era of smartphones and fragmented attention, how can people come together for Chinese New Year? Coca Cola has the answer and encourages people to drop their phones for 1 hour between 6 and 7pm on January 30rd. One a dedicated website and on social media, Coke call on people to stack their phones up in a pile, forget about their digital life and reunite with their loved ones around a nice, old-fashioned bottle of Coke. People who forward the call to disconnect on social media can win prizes such as a Samsung Smart Watch. With this campaign, Coke addresses an important issue of the time (real life connections and traditions in digital age) in a locally relevant way. http://happy.icoke.cn/ 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 3
  4. 4. Guomei gets Chinese adults to say “I love you” to their parents How can a brand get Chinese people to express their love towards their parents out loud for Chinese new year? After buying a product in participating Guomei stores, customers can step into a recording room and record an audio message for their parents. Guomei will then deliver the package along with the message to parents who upon opening the box will hear the voice of their child expressing his or her love and gratitude. The operation is heavily promoted on Weibo with the hash tag #love can’t wait# and a tearinducing video showing customers recording their message along with parents’ reactions. With this campaign Guomei shows us how brands can use digital in a meaningful way to address deep seated cultural contradictions. http://weibo.com/p/1006061914452112/app540 944387?from=page_100606&mod=TAB#place 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 4
  5. 5. Lancome allows you to create customized greeting cards with WeChat WeChat’s new “service” accounts and open API policy open up new avenues for more creative WeChat marketing through custom applications. Luxury cosmetics brand Lancome is proving this once again with its Chinese New Year WeChat app allowing its followers to create their own customized greeting card. On Lancome’s Wechat service account, followers can send a picture that represents the happy moments of the past year along with a voice message with their best wishes for the year to come. Lancome then compiles this content to create customized new year greeting cards blending pictures and voice for maximum impact and personalization. Lancome provides us here with a good example of how to use one of Wechat’s defining feature, voice messages, to re-visit traditional marketing formats. 2014 Labbrand No diffusion or reproduction without authorization. Labbrand.com 5

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