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Instagram in China
The China Platform Project | Feb 2014
The Only Western
Social Platform
Relevant in China?
3
What is Instagram?
•  Instagram is a social, mobile app that
allows users to share photos and
short videos with various ...
4
A fast-growing platform
In 25 languages
including Chinese	
* Sources: Left - Instagram.com, Feb 2014; Right: GlobalWeb, ...
5
Compared with…	
What sets Instagram apart
from other platforms?
Instagram is:
-  Simpler: photos & video in
one simple f...
6
Indications of China
scale and growth
The platform has been mentioned around three million times in the past three
month...
7
Large amounts of content from
China “Instagrammers”	
#Shanghai: 1.3m posts #CNY: 958,334 posts #中国: 210,482 posts
Chines...
8
Still don’t see the
relevance to China?	
A “grey market” of fake fans, fake comments etc. has emerged – any person or
br...
9
Key Brand Opportunity:
Brand Pages	
Starbucks
2.1m fans
376 posts
Marc Jacobs
1.1m fans
612 posts
Brand Wade (Li ning)
2...
10
Share Other Users’
photos about brand.
Post Photos of
Offline Campaigns
Update New Shop
Information
Announce and
Intera...
11
•  Levi’s reached 7.4 million
people in the U.S. across a
nine-day period, targeting
people aged 18-34
•  Ben & Jerry’s...
12
Stylist
Han Huohuo
148k fans and 1502
posts
Grass-roots Model
呛⼝口⼩小辣椒
167k fans and 605
posts
Vogue China
10k fans and ...
13
•  With Range Rover Sport’s audience having a strong interest
in travel, photography and extreme sports, Social@Ogilvy
...
14
•  OgilvyOne UK created ‘Liptagram’,
a global photography competition
for Lipton Tea, in its first campaign
to target a...
15
•  Red Bull: “Instagram your Inspiration”
•  Through the lens of Instagram, British fans were
encouraged to submit insp...
17
Questions?
Ben Xu
Assistant Associate
Social@Ogilvy Beijing
xuben0506@sina.com
Jeremy Webb
National Director
Social@Ogi...
Social@Ogilvy China Platform Project  - Instagram in China
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Social@Ogilvy China Platform Project - Instagram in China

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Transcript of "Social@Ogilvy China Platform Project - Instagram in China"

  1. 1. Instagram in China The China Platform Project | Feb 2014
  2. 2. The Only Western Social Platform Relevant in China?
  3. 3. 3 What is Instagram? •  Instagram is a social, mobile app that allows users to share photos and short videos with various filter effects •  Instagram is one of the few Western platforms accessible in China •  It was launched in 2010 and was acquired by Facebook in 2012 •  Users can share direct from Instagram to Sina Weibo
  4. 4. 4 A fast-growing platform In 25 languages including Chinese * Sources: Left - Instagram.com, Feb 2014; Right: GlobalWeb, 2013 150M Global Monthly Active Users 60%+ People Outside U.S 55M Average Photos Per Day 1.2B Likes Daily
  5. 5. 5 Compared with… What sets Instagram apart from other platforms? Instagram is: -  Simpler: photos & video in one simple format -  More global: Allows contact with people outside of China -  More “artsy”: Attracts creative people through its high-quality filters
  6. 6. 6 Indications of China scale and growth The platform has been mentioned around three million times in the past three months on Sina Weibo*, with apparent growth: 0 500000 1000000 1500000 Nov-13 Dec-13 Jan-14 “Instagram” Mentions on Weibo 870144 837184 1203040 * Data collected using Sina Advanced search and should understood “relatively” to demonstrate growth, rather than in absolute terms. A large amount of these posts are direct shares from Instagram (users can share direct to Weibo from Instagram) and so are indicative of a wider base of China “Instagrammers.”
  7. 7. 7 Large amounts of content from China “Instagrammers” #Shanghai: 1.3m posts #CNY: 958,334 posts #中国: 210,482 posts Chinese fan comments on Korean Singer’s post Large amounts of photos taken in China, tagged with both English and Chinese, can be found; Chinese-language comments can also be easily found.
  8. 8. 8 Still don’t see the relevance to China? A “grey market” of fake fans, fake comments etc. has emerged – any person or brand can easily pay to be followed or commented on by zombie accounts, as these screenshots from Chinese e-commerce platforms demonstrate.
  9. 9. 9 Key Brand Opportunity: Brand Pages Starbucks 2.1m fans 376 posts Marc Jacobs 1.1m fans 612 posts Brand Wade (Li ning) 21k fans 59 posts I.T 123k fans 2407 posts Foreign Brands Chinese Brands
  10. 10. 10 Share Other Users’ photos about brand. Post Photos of Offline Campaigns Update New Shop Information Announce and Interact wiith Spokespeople Key Brand Opportunity: Brand Pages Best Practice: Photos Shared by Brands
  11. 11. 11 •  Levi’s reached 7.4 million people in the U.S. across a nine-day period, targeting people aged 18-34 •  Ben & Jerry’s reached 9.8 million people in the U.S. over eight days, targeting people aged 18-35 Key Brand Opportunity: Advertising (US market) Sponsored Stories & Photos * Source: http://business.instagram.com
  12. 12. 12 Stylist Han Huohuo 148k fans and 1502 posts Grass-roots Model 呛⼝口⼩小辣椒 167k fans and 605 posts Vogue China 10k fans and 82 posts Key Brand Opportunity: Influencers (esp. fashion)
  13. 13. 13 •  With Range Rover Sport’s audience having a strong interest in travel, photography and extreme sports, Social@Ogilvy London created a social campaign that allowed creation of premium and engaging content that was seeded via influential content creators from those specific areas. •  Range Rover invited amateur photographer and highly profile Instagramer, Mike Kus, to publish photos via his own Instagram account, documenting his trip to Colorado for this project. At that time he had over 500K followers. Now he has over 750K. •  Land Rover started its global Instagram account at the beginning of the campaign, and in just seven days grew from 0 fans to 1,400. And that‘s without using any paid on Instagram or any other platform to drive to the account. Key Brand Opportunity: Campaigns * Source: Range Rover Sport’s Record Setting Driven Challenge; Social@Ogilvy Case Studies
  14. 14. 14 •  OgilvyOne UK created ‘Liptagram’, a global photography competition for Lipton Tea, in its first campaign to target a younger demographic. •  Liptagram is a four-week photo challenge where fans tag their Instagram photos with weekly theme hash tags, for example #LiptonBrightness, celebrating Lipton’s core values. Weekly prizes will be awarded to the winners of each challenge •  Liptagram is the first Instagram competition that ran globally and simultaneously across 11 countries in 7 different languages. Key Brand Opportunity: Campaigns * Source: http://www.ogilvy.co.uk/ogilvy-one/2013/02/14/ogilvyone-uk-targets-new-demographic- with-%E2%80%98liptagram%E2%80%99-for-lipton-tea/
  15. 15. 15 •  Red Bull: “Instagram your Inspiration” •  Through the lens of Instagram, British fans were encouraged to submit inspirational photos featuring red, blue and silver (the colours of specific flavors of the new Red Bull Editions drink) using 3 hashtags: #rededitionplease, #silvereditionplease and #blueeditionplease •  The best entries were brought to life with billboards, which later were displayed in five different cities around UK Key Brand Opportunity: Campaigns * Source: http://econsultancy.com/blog/62980-four-great-examples-of-brands-using-instagram-to- break-free-of-the-browser
  16. 16. 17 Questions? Ben Xu Assistant Associate Social@Ogilvy Beijing xuben0506@sina.com Jeremy Webb National Director Social@Ogilvy China jeremy.webb@ogilvy.com Dora Yin Associate Social@Ogilvy Dora.Yin@Ogilvy.com
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