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China Advertising
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China Advertising

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China is a very tough market to crack but I hope this presentation can provide some insights in developing your next campaign. Let's start a conversation...

China is a very tough market to crack but I hope this presentation can provide some insights in developing your next campaign. Let's start a conversation

Erin O'Hara
Brand Strategist
Beijing, China
erin@methodcn.com

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China Advertising China Advertising Presentation Transcript

  • CHINA ADVERTISINGEngagement Guidelines
  • How do we target ouraudience across allmedia channels?
  • How do we target ouraudience across allmedia channels?
  • Media Channels
  • 520 million Internet UsersBBS
  • It’s all aboutengagement
  • Chinese consumersgenerate and share morecontent online thananyone in the world. How can your brand leverage this?
  • Start a conversation with youraudience listen to their needsand then let them help tell yourbrand story through their lifestyles
  • Be an enablerof expression
  • Media PlanMedia PlanDesign entire media plan plan from knowing target Design entire media from knowing your Design entire media plan from knowing targettarget audience touch points audience touch points audience touch points search-informed marketing, where theUse Use search-informed marketing, where the Use search-informed marketing, where themarketer and agency tap theirtheir experience with marketer and agency tap experience with marketer and agency tap their experience withsearch marketing when designing the entire media search marketing when designing the entire search marketing when designing the entireplan, onlineplan, offline and offline media and online media plan, online and offlinePlan, Implement, Measure,Tune Plan, Implement, Measure, Tune Plan, Implement, Measure, Tune
  • Media PlanAdvocates Design entire media plan from knowing target Design entire media plan from knowing targetIdentify key touch points advocate you brand audience influencer to audience touch pointsReward this advocate through incentives the Use search-informed marketing, where the Use search-informed marketing, where marketer and agency tap their experience with marketer and agency tap their experience withProduce unique andwhen designing the entire search marketing fun content that can be easily search marketing when designing the entireshard viaplan, online and offline showcases media China social media that media plan, online and offlineyour brand through their lifestyle Plan, Implement, Measure, Tune Plan, Implement, Measure, Tune
  • Media PlanCampaignMulti city tour to increase reach and momentum Design entire media plan from knowing target Designyour target points from knowing target audience touch planReward entire media market for taking action and audience touch pointsprovide search-informed marketing, where the Use incentive to redeem at in storepromotion and agency tap their where the with Use search-informed marketing, experience marketer marketercontent creationdesigning the entire search and agency tap their experience withAudience marketing when based on call to media plan, online and offline search marketing when designing the entireaction process - make this FUN! media plan, online and offline Plan, Implement, Measure, Tune Plan, Implement, Measure, Tune
  • Media PlanPost PromotionDistribute content via social media to increase Design entire media plan from knowing target audience Design entire media plan from knowing targetawareness touch pointstouch points audienceReward your advocates and evangelists with more Use search-informed marketing, where the marketer Use search-informed marketing, where theincentives in and agency and their experience with search with marketer tap agency tap their experience marketingCelebrate your advocates designing the entire when designing the entire media plan, online and search marketing when offline plan, online and offline media Plan, Implement, Measure, Tune Plan, Implement, Measure, Tune
  • Media PlanMeasurement & ROIClick though ratesmedia plan from knowing target Design entire on digital adverts audience touch pointsGenerating fans and followers Use search-informed marketing, where theForwarding this information via Weibo marketer and agency tap their experience with search marketing when designing the entireBrand Reputation media plan, online and offlineBlogs/websites coverage Plan, Implement, Measure, TuneSales of product linked to promotion code
  • Fantastic China Example Viral campaign on P&G website with call to action - 200,000 uploads of babies sleeping Shanghai in store showcased these photos on 650sqm photomontage #1 number in category which didn’t really exist a decade ago First create the market and then supply the market
  • final thoughts...BE an enabler of expression an open source in their world non intrusive confident experiential entertaining experimental educational celebratory of what’s theirs
  • Let’s start a conversationErin O’HaraBRAND STRATEGISTBeijing, China