1
WE ARE

WHAT’S NEXT
WE ARE

A global marketing and technology
agency, blending strategic, creative,
media and technical expertise to
create bu...
We help transform businesses for

the digital age …
… by leading them
through innovation to make impact
Insight

Creativity

Distribution

The Individual

The Brand

Bought, Earned & Owned Media

Strategic Insight

Services

E...
We are the world’s most

complete
digital agency
Creativity

Insight

Customer database
• Transaction
• Engagement

Mobile
& Web

Distribution

• Advocate management
• Inf...
The largest marketing and technology network in the world:
5,700+ people across 48 offices
UK
Edinburgh
London

Nordics
NO...
CHINA REACH AND SIZE

9 EXISTING OFFICES
(SHANGHAI / BEIJING /GUANGZHOU /
CHENGDU / XIAMEN / HEFEI / NANJING /
ZHENGZHOU /...
GLOBAL PERSPECTIVE
LOCAL RELEVANCY
ACQUISITION OF NET@LK
OUR MILESTONE
2013
2012
2010

2009
2008
2007
Dec.2008
24 staffs
Apr. 2007
4 staffs.
Aug. 2007
11 staffs

Jun.2010

1 st su...
SERVICE PORTFOLIO
•
•
•
•

Account Design
Activities & Social Apps
Content Creation
Campaigns

•
•
•
•

Content Strategy
P...
Our Innovation
Social initiatives for PEOPLE influence & intimacy

Social platform TECHNOLOGY development

Buzz

Connectio...
CHINA DIGITAL CAPABILITIES

Creative

SEO SEM

Tracking Monitoring

Media Buying

Website Design

KOL Management

Viral Vi...
OUR CLIENTS
CLIENTS SERVED
CLIENTS SERVED
CASE STUDIES
CHOCLAIRS MMM
CASE STUDY
Objective

MOT Marketing

Choclairs re-positioned its brand in
2012 and was going to build brand
...
CHOCLAIRS MMM
CASE STUDY
1. Find a hot event
Solution
- H&M had joined
hands with MMM to
launch its new
product on 15 th N...
CHOCLAIRS MMM
CASE STUDY
Campaign Analysis
H&M new product launch was a MOT opportunity for
Choclairs to promote its new c...
TOBLERONE
THANKSGIVING
CASE STUDY
Objective

Special product
design x O2O

- Strengthen brand image of
“Toblerone = Thank ...
TOBLERONE
THANKSGIVING
CASE STUDY
1. Design “thank
Solution

you” sleeve
- Consumers can use
Toblerone as a great
gift of ...
TOBLERONE
THANKSGIVING
CASE STUDY
Campaign Analysis

Result

- Special product design to link brand image
with “Thank you ...
ANZ HOBBIT SAFE
VIDEO
CASE STUDY
Objective

Ride on hot film x
Mini-site
engagement

- As part of the partnership of Warne...
ANZ HOBBIT
SAFE VIDEO
CASE STUDY
1. Memory pull back

2. Campaign

3 . KOL follow up

promotion

Solution
- Ride on Hobbit...
ANZ HOBBIT SAFE
VIDEO
CASE STUDY
Campaign Analysis
- Release content related to hot film of Hobbit
pulling public memory b...
ADIDAS GIRLS
CASE STUDY
Objective

Creative event x
Festival occasion

- adidas girls is going to promote brand
concept of...
ADIDAS GIRLS
CASE STUDY

1. Girls topic related to
Solution

2. Conduct offline

“We are sister”

event in the Girls Day

...
ADIDAS GIRLS
CASE STUDY
Campaign Analysis
Creative idea with message ambush enable
the event viral online and generate
dis...
Thank you!
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DigitasLBi China Credential

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DigitasLBi China Credential

  1. 1. 1
  2. 2. WE ARE WHAT’S NEXT
  3. 3. WE ARE A global marketing and technology agency, blending strategic, creative, media and technical expertise to create business value.
  4. 4. We help transform businesses for the digital age … … by leading them through innovation to make impact
  5. 5. Insight Creativity Distribution The Individual The Brand Bought, Earned & Owned Media Strategic Insight Services Engagement Context Stories Conversation Channel Campaigns Awareness Over a petabyte of inf o analyzed every month Over 200 awards in 2012 Over $1bn digital media optimized annually 250m monthly online interactions 350 data scientists globally 9 Cannes Lions (including 2 Grand Prix) 350,000 API calls per minute 14 BN monthly user sessions OMMA (US) & Marketing (Europe) Agency of the Year Digital Business Design 44m community members actively engaged
  6. 6. We are the world’s most complete digital agency
  7. 7. Creativity Insight Customer database • Transaction • Engagement Mobile & Web Distribution • Advocate management • Influencer engagement Video • CRM Identity resolution • Loyalty • Presence • Activity • Social CRM Email Interest mapping • Connections • Interests • Influences • Motivations • Programmatic buying Social • Social targeting Context • Location • Environment • Current affairs • Channel • Competitive pressure Physical • Personalized experiences Experiential • Applications • Customized content • Branded utility Individual insight Think, feel, say and do Display Rich Media
  8. 8. The largest marketing and technology network in the world: 5,700+ people across 48 offices UK Edinburgh London Nordics NORDIC S 250 US Atlanta Boston Chicago Connecticut Detroit LA New York Philadelphia UK 800 US A 2350 GERMA NY 330 W. Europ e Cairo 800 São Paulo Buenos Aires UAE Beijing Guangzhou Hong Kong Nanjing Shanghai Taipei Seoul Wuhan Xiamen Tokyo Hefei Chengdu ASIA India Europe Amsterdam Brussels Berlin Cologne Hamburg Munich Paris Madrid Milan Zurich China Denmark Finland Norway Sweden: Goteborg Malmo Stockholm Lagos Johannesburg Ahmedabad Bangalore Mumbai New Delhi PACIFI C 970 SE Asia Bangkok Ho Chi Minh Jakarta Kuala Lumpur Manila Singapore Sydney Auckland
  9. 9. CHINA REACH AND SIZE 9 EXISTING OFFICES (SHANGHAI / BEIJING /GUANGZHOU / CHENGDU / XIAMEN / HEFEI / NANJING / ZHENGZHOU /HONGKONG) 11 COVERED CITIES (SHENZHEN / CHONGQING / WUHAN / HARBIN / KUNMING / FUZHOU /HANGZHOU / NINGBO /XIAN /WUXI /ZHUHAI ) We are the LARGEST social media marketing service provider in China: 350+ people across 9 offices Have worked with over 200 top brands
  10. 10. GLOBAL PERSPECTIVE LOCAL RELEVANCY
  11. 11. ACQUISITION OF NET@LK
  12. 12. OUR MILESTONE 2013 2012 2010 2009 2008 2007 Dec.2008 24 staffs Apr. 2007 4 staffs. Aug. 2007 11 staffs Jun.2010 1 st subsidiary Dec.2009 60+ staffs 2 New office (Beijing & Guangzhou) ( I nnovation) Dec.2010 100+ staffs 1 video producing ( Le nx) 1 CRM firm ( Simone) 1 Online Buzz C onsulting ( BuzzReader) Partnership with several 4A agencies. Nearly 350 staffs . 5 firms 10 offices 6 cities Acquisition of Net@lk. DigitasLBi now is the Largest social media marketing service provider in China 200+ program 1st big brand Adidas(Still our client today) 20+ big brands The OLP campaign Adidas / UPS / Philips /Mentos / Starbucks… 40+ big brands 60+ Big brands
  13. 13. SERVICE PORTFOLIO • • • • Account Design Activities & Social Apps Content Creation Campaigns • • • • Content Strategy Platform Strategy Distribution Strategy Buzz Angles • • • • Brand Perception Target Audience Competitive Analysis Product Environment • • • Creative Development Account Creation Account Maintenance Updates and Interaction Account Management Strategy Planning Media Relationship Market Research Social Editor Monitoring & Tracking Viral Video Production Lenx Buzzreader • • • • • No. of Fans, PI, UV Level of Interaction Sentiment Key Word Performance Campaign Impact • • • • Concept Development Script Writing Production Post Production • • • Media Partner MGMT Platform Management KOL Management • • • Fan Interaction Topic Seeding Trouble Shooting
  14. 14. Our Innovation Social initiatives for PEOPLE influence & intimacy Social platform TECHNOLOGY development Buzz Connection Impression Fan amount SOCIAL CREATIVE (TALK / ENERGIZE) CONNECTING THE FEW – KOL & Platform (SUPPORT / EMBRACE) Engagement Participation (Reply/Repost/UGC) Fast Moving Social Creative & Activation {Micro-blog} KOL Program (Loyalty Program) Community management {Micro-blog} Sales contribution Sales leads Mobile Context Brand Story {WeChat} Brand as a service {WeChat} Social CRM Upgrading service SOCIAL DATA FOR SOCIAL INTELLIGENCE (LISTEN) Social Trend Report Social Monitoring {Interface} Social Data Mining Social Research Social Listening Product New service
  15. 15. CHINA DIGITAL CAPABILITIES Creative SEO SEM Tracking Monitoring Media Buying Website Design KOL Management Viral Video Digital Strategy Email Marketing Branded content Website Develop Tech & Production Mobile Account Planning Social Planning IWOM Data/Analytics
  16. 16. OUR CLIENTS
  17. 17. CLIENTS SERVED
  18. 18. CLIENTS SERVED
  19. 19. CASE STUDIES
  20. 20. CHOCLAIRS MMM CASE STUDY Objective MOT Marketing Choclairs re-positioned its brand in 2012 and was going to build brand appeal of “Enjoy the Art of Anticipation” by a hot event Challenge - How to ambush brand message in the event - How to generate viral effect
  21. 21. CHOCLAIRS MMM CASE STUDY 1. Find a hot event Solution - H&M had joined hands with MMM to launch its new product on 15 th Nov that was quite anticipated by TA. 2. Ambush brand 3 . Viral it online message in the MOT marketing - On the day of new product issue, four pretty Choclairs girls distributed Choclairs candies to the people in line drawing all the attention of public. - Invite Jiliang in SH and Happy Zhangjiang who have huge influence among KOL industry to create UGC and attract more KOL to forward the news spontaneously.
  22. 22. CHOCLAIRS MMM CASE STUDY Campaign Analysis H&M new product launch was a MOT opportunity for Choclairs to promote its new concept of “Enjoy the art of anticipation”. The brand rode on this opportunity and conducted MOT marketing to influence consumer Result Achievement CEO of Ogilvy & Mather Praise Industry tweet Senior Consultant of Ogilvy & Mather Praise - Gain 4,383 engagement in two days; - Good reputation in the marketing industry. The case has been included in the classic examples of viral marketing and also been considered as a successful MOT case.
  23. 23. TOBLERONE THANKSGIVING CASE STUDY Objective Special product design x O2O - Strengthen brand image of “Toblerone = Thank you” and increase purchase intention during the thanksgiving Challenge - How to lead consumer understand that “Toblerone = Thank you” ? - How to increase purchase intention?
  24. 24. TOBLERONE THANKSGIVING CASE STUDY 1. Design “thank Solution you” sleeve - Consumers can use Toblerone as a great gift of which they can write their thanks on the Thank you sleeve 2. Share thank you 3 . Weibo on the mini-site promotion -Take a photo of the Thank you sleeve, upload it, and tweet on weibo, consumers will have a chance to win big prize(ultra book/ camera/ New iPad/ souvenir). - Such KOL as 杜海涛 to promote Thank you related content to inspire consumer. - An online activity to drive traffic using ecoupons as incentive
  25. 25. TOBLERONE THANKSGIVING CASE STUDY Campaign Analysis Result - Special product design to link brand image with “Thank you =Toblerone” - The mechanism of campaign site to enhance brand image and engage consumer online to offline to boost sales Achievement - Generate sales more than 10,000 - 10,391 participants in total - Gain more than 100,000 engagement during the campaign
  26. 26. ANZ HOBBIT SAFE VIDEO CASE STUDY Objective Ride on hot film x Mini-site engagement - As part of the partnership of Warner Brothers and official airline to middle earth, ANZ developed a number of global asset for Hobbit including a new safety video, which ANZ is willing to utilize to announce ANZ as official airline to Middle Earth and drive Weibo fans to local campaign. Challenge - Hobbit movie would be launched months later at that time and it also has been ten years passed since Lord of the Rings. It maybe faded from people’s memory. - How to make safe video interesting as the video is not attractive?
  27. 27. ANZ HOBBIT SAFE VIDEO CASE STUDY 1. Memory pull back 2. Campaign 3 . KOL follow up promotion Solution - Ride on Hobbit and release some warmup posts to conjure up the memory of Lord of the ring and herald campaign in advance - Launch the campaign site in which participants could get a gift as long as they got correct answer when watching safety video -KOLs make live report , leading to expand campaign influence
  28. 28. ANZ HOBBIT SAFE VIDEO CASE STUDY Campaign Analysis - Release content related to hot film of Hobbit pulling public memory back to the lord of the ring - Mechanism set up in the campaign site enables participants love to watch safety video Result Achievement - Gain 23,862 engagement on weibo - 13,132 participants in campaign site - 28,357 interactions in BBS; - 1,355,724 video browsing Mini site KOL Promotion
  29. 29. ADIDAS GIRLS CASE STUDY Objective Creative event x Festival occasion - adidas girls is going to promote brand concept of “We are sister” and expect this concept to resonate target audience Challenge - How to highlight ”We are sister” concept? - How to attract more followers?
  30. 30. ADIDAS GIRLS CASE STUDY 1. Girls topic related to Solution 2. Conduct offline “We are sister” event in the Girls Day - Collect and analyze what kind of topic girls are interested in - Ambush “We are sister” message in the topic to generate discussion - Conduct offline “Girls Privilege Day” event in the girls day - A handsome guy will give girls a ride to the destination and give them a surprise gift as long as they push the red button in the bus stop
  31. 31. ADIDAS GIRLS CASE STUDY Campaign Analysis Creative idea with message ambush enable the event viral online and generate discussion Result Achievement - Gain 38,000 followers in only 45 days - The event was posted by CCTV NEWS Event Day Posted by CCTV
  32. 32. Thank you!

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