1. Digital Strategy for Pure
Michigan
Fan Ju

2. Introduction
 Goal: increase the viewership of some video commercials online.
 Target audiences: mainly Chinese, especially Chinese students in Michigan.
 Key performance indicator: total viewership of 5 Pure Michigan TV
commercials on YouKu.

3. Social Network Platforms
 YouKu (like YouTube)
 Weibo (like Twitter)
 Renren (like Facebook)
 Uploaded the 5 commercials on YouKu with both Chinese and English
subtitles and used them as the base for Weibo and Renren to post and share.

5. Own Social Influences
 Renren friends and Weibo followers
 Friend’s friend
 1000 increase!
 Photo Shoot Campaign for MSU Chinese students
 16 Chinese students (good looking & strong influence)

7. Chinese Influencers’ Power
 Millions of followers
 Generate impacts among others

8. A Third Party Company
 A middle man between people who want to promote something and those
influencers.
 Post tasks
 Influencers share
 Commission fee is about 3 U.S. cents per flower

9. Successful Cases
 Small online stores sell about 1,000 more products after they used this
method to promote their stores with about $8,000 more in profit per month.
 Budget: $1,000 per month

10. Conclusion
 Own social influences
 Photo Shoot Campaign
 Promoting our brand in China and let as many as Chinese people to see the
commercials