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          lever...
Start a conversation with youraudience listen to their needsand then let them help tell yourbrand story through their life...
Be an enablerof expression
Media PlanMedia PlanDesign entire media plan plan from knowing target    Design entire media from knowing your  Design ent...
Media PlanAdvocates  Design entire media plan from knowing target    Design entire media plan from knowing targetIdentify ...
Media PlanCampaignMulti city tour to increase reach and momentum    Design entire media plan from knowing target Designyou...
Media PlanPost PromotionDistribute content via social media to increase  Design entire media plan from knowing target audi...
Media PlanMeasurement & ROIClick though ratesmedia plan from knowing target    Design entire on digital adverts    audienc...
Fantastic China Example         Viral campaign on P&G website with         call to action - 200,000 uploads of         bab...
final thoughts...BE     an enabler of expression       an open source       in their world       non intrusive       confi...
Let’s start a conversationErin O’HaraBRAND STRATEGISTBeijing, China
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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

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

Published in: Business, News & Politics
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  • China Advertising

    1. 1. CHINA ADVERTISINGEngagement Guidelines
    2. 2. How do we target ouraudience across allmedia channels?
    3. 3. How do we target ouraudience across allmedia channels?
    4. 4. Media Channels
    5. 5. 520 million Internet UsersBBS
    6. 6. It’s all aboutengagement
    7. 7. Chinese consumersgenerate and share morecontent online thananyone in the world. How can your brand leverage this?
    8. 8. Start a conversation with youraudience listen to their needsand then let them help tell yourbrand story through their lifestyles
    9. 9. Be an enablerof expression
    10. 10. 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
    11. 11. 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
    12. 12. 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
    13. 13. 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
    14. 14. 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
    15. 15. 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
    16. 16. 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
    17. 17. Let’s start a conversationErin O’HaraBRAND STRATEGISTBeijing, China

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