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CASE STUDY | City of Paris - Chinese SNS


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Digital and Social media Case Study - City of Paris - Chinese Social Network Sites
Made in China by Uncle Advertising, a full service agency providing creative advertising solutions, digital marketing and social connectivity strategies for brands in China.

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CASE STUDY | City of Paris - Chinese SNS

  1. 1. CASE STUDYApril 2014 SOCIAL MEDIA The city of Paris
  2. 2. BACKGROUND • The city of Paris marketing department strongly believe in social media as a tool to increase awareness and provide useful information for tourist and residents. • However, there are a lot of Chinese residents and tourists in Paris who are not using Facebook and Twitter.
  3. 3. CHALLENGE • The city of Paris wants to create a communication platform in Mandarin language to inform, listen and engage with the Chinese residents and tourists. • In early 2014, which social media platform is the most popular and most relevant to Paris target audience? • Which editorial line shall we develop to attract fans and find the right voice?
  4. 4. Flower exhibition • WeChat is the most used social platform by the Chinese community. • Designing an integrate strategy including 3 articles a week of high value content, relevant to the target interests, with attractive pictures. SOLUTION Cooking show Valentine’s day Autolib Safety in Paris Marvel exhibition Mardi Gras Best picnic spots TOPICS
  5. 5. RESULTS Within3months 26 articles posted 2000 followers 6205 article views 210 shares • Paris city selected the right communication tool to approach the Chinese target. • It gathered more than 2000 followers within 3 months. Chinese fans can get individual support and receive exclusive content in Mandarin through Wechat platform.
  6. 6. Uncle Advertising is a full service agency providing creative advertising solutions, digital marketing and social connectivity strategies. We provide ‘creative solutions’ which build brands and businesses in China. We help brands to listen, understand and engage in conversations in chinese social media: Weibo and Wechat. For more information, please visit our linkedin company page Uncle Advertising (Scan our QR code), follow us on Twitter @ShanghaiUncleAd or drop us an email at Contributors: Elsa Bouillot, Josselin Roulet, Carole Orphelin