Video live streaming prevails China's social marketing space in 2016. What are some of the successful cases?

1. November 2016
A closer look: Overseas brands’
Live streaming campaigns in China

2. Planters: KOL campaign with pop-star Lay Zhang
• Planters announce one of China’s most popular pop-
star Lay Zhang (张艺兴) as brand ambassador (theme in
Chinese: 美国绅⼠士坚果，艺兴 “喂”你⽽而来)
• Selling point: Utilize the time travel concept, set up 5
different scenarios of USA history in 100 years.
• Venue & Style: Studio set up, commercial style
• Result: Total 28.6 million viewership, break Tmall live-
streaming record; daily sales exceed 1 million RMB,
Tmall shop follower increase 13 times to 53,000.
Tmall benefits to fans during the live streaming Deliver 100 years brand image through 5
different scenarios of US history Concept Result

3. “Time travel” through 100 years to highlight the brand history
• Design 5 different scenarios in America history to showcase Planters’ 100 years of brand history.
• In each scenario, Lay’s performance and talk show related to products and encourage users watching.
Lay
‘s
pan(ng
of
the
Mascot
is
the
incen(ve
to
fans
1910s,
Titanic
1930s,
Broadway
Musical
Lay’s
making
of
“I
love
u”
pa;ern
for
fans
using
the
product
1969,
Hippie
Lay
‘s
guitar
solo
to
present
the
hippie
music
张艺兴 ‘s
dancing
show
to
pay
his
salute
to
MJ
1990s,
MJ
imita=on
show
2000s,
classroom
Lay splay piano, develop
the jingles to answer to
questions

4. Incentive driving sales: Tmall benefits during the live stream
4 Time Slots: 7:30 pm – 8:00 pm,
8:00 pm – 8:20 pm, 8:20pm – 8:40
pm, 8:40 pm – 9:00 pm
Gifts: Highest deal during the 4
time period win the special gift box
Lay’s postcards x 1000
Time Slot: 7:30pm –10:00pm
Gifts: Each deal over
RMB199 win Lay’s postcards
x 1000
Time Slots: 9:00 pm – 10:00 pm,
Gifts: The 100, 200, 300, 400, 500
deal maker win the Live stream
DVD (limited edition) and Lay’s
postcards
Lay’s gift box x 4 Live stream DVD + Postcards x 5
Time Slots: 7:30 pm – 10:00
pm
Gifts: Top 10 deal with highest
amounts during the time period
win the special gift box
Lay’s gift box x 10
Time Slot: 7:30pm –10:00pm
Gifts: Red pocket coupons （红包⾬雨）in Tmall store at uncertain times during the live stream

5. Social viral path (9.8 -9.9): announcement of ambassador
Sept 5, Planters Weibo
Guess spokesman
Sept 6, Re-tweet fans’ Weibo
Sept 7, Planters Weibo
Warm-up for spokesman announcement
Sept 8, Planters Weibo
Announce Lay Zhang is the
ambassador with Tmall store URL

6. Social viral path (9.9-9.12): promote Tmall store
Sept 9, Lay’s Weibo
Preheat video for the live stream
Sept 9, KOLs’ Weibo
Retweet the preheat video
Sept 12, Planters Weibo
Encourage fans to follow Tmall store
with incentives

7. Social viral path (9.12-9.14): promote Tmall store
Sept 12, Planters Weibo
Count down 8
– Release the 1st postcard
Sept 13, Planters Weibo
Count down 7
- Release the 2nd
Postcard
Sept 14, Planters WeChat
Release live stream
opportunities for fans
Sept 13, Planters Weibo
Count down 7
- Release the 3rd Postcard
Also, it is the first scenario
(Titanic) in the concept of time
travel live stream
Also, it is the 2nd scenario
(Broadway musical) in the concept
of time travel live stream
Also, it is the 3rd scenario
(Hippie) in the concept of time
travel live stream

8. Social viral path (9.14-9.15): warm-up for live stream
Sept 14, Planters Weibo
Count down 6
– Release the 1st postcard
Sept 14, Planters Weibo
Count down 6
- Release the 2nd
Postcard
Sept 15, Planters Weibo
Retweet game
- Follow Tmall store
- Incentives: iPhone 7 x 2
Sept 15, Planters WeChat
- Release the spoiler of live
stream
Also, it is the 4th scenario (MJ) in
the concept of time travel live
stream
Also, it is the 5th scenario (2000s)
in the concept of time travel live
stream

9. Sept 16, Lay’s fans club
Tmall open screen ad
– Follow the brand’s Tmall
store
Sept 16, Planters Weibo
Presale of Lay‘s special gift box
In Tmall store
Sept 18, Planters Weibo
Guessing the time travel sequences
during the live stream
Social viral path (9.16-9.18): warm-up for live stream

10. Social viral path (9.18): integrated media exposure
Sept 18, Planters club
Show online full media
exposure
media exposure on YOUKU media exposure on TMALL

11. Social viral path (9.19-9.20) Last call for live stream
Sept 19, Promote through
another celebrity (HongLei
Sun)’s Weibo
Last day preheat for live
stream
– Engage with Lay Zhang
Lay Zhang and Hong Lei Sun’s friendship is
popular amongst fans due to the reality
show 极限男⼈人帮.
Sept 19, Planters Weibo
Announce the live stream room
on TMALL and YOUKU
Sept 20, Lay ‘s Weibo
Re-tweet Honglei Sun‘s video
and release the live stream URL
Sept 20, Planters Weibo
Leak the live stream scenarios

12. Social viral path (9.20): during the live stream
Sept 20, Planters Weibo
One post for each scenario during the live stream with URL

13. Social viral path (9.20): after live stream
Sept 20, Planters Weibo
Retweet game
- Screen cap the live stream
- Win products x 20
Sept 20, Planters Weibo
Retweet the heat jingles from
the live stream
Sept 20, Planters Weibo
Retweet fans’ screen cap of the
live stream
Sept 20, Planters Weibo
The MC retweet fans’
highlights of the live stream

14. Social viral path (9.21-23): after live stream
Sept 21, Planters Weibo
Stickers of 张艺兴 during the
live stream
Sept 21, Planters Weibo
Winner announcement of
iPhone 7 retweet game
Sept 21, Planters Weibo
Announce the result of
the live stream
Sept 21, Planters Weibo
Retweet fans weibo who win
the gift box during the live
stream

15. iPhone: KOL Campaign with online celebrity Joker Xue
• Brand: iPhone Tmall flagship store
• Selling point: iPhone 7 is released on Tmall the same day it goes on sale in USA.
• Venue & duration: Hotel room, 60 mins
• Highlight: 1st iPhone 7 will be send as gift to winners who participated in Tmall.
• Live streamer: Joker Xue + MC + Tmall mascot
• Result: Over 600K comments of the live stream
Story sharing of using iPhoneHighlight the selling points of iPhone 7 薛之谦 screen cap the Tmall live
stream page, the 1st user in the
screen will win the incentive of
iPhone 7
Participate in the live stream game MC show the winner in front of the
camera.

16. Maybellin: Announce the new ambassador Angelababy
• Brand & Channel: Maybellin, Meipai live
• Style: Casual
• Venue & Duration: Backstage of the offline PR event, 2
hours
• Live streamer: Actress and model Angelababy
• Social Action: It’s an offline event announcing that
Angelababy, the Chinese top star is the spokesperson
of the new product. The entire event goes live as well.
• Results: 5 Million people watched the live streaming.
10,000 lipsticks were sold out

17. LA ROCHE POSEY: Campaign with Actress Alyssa Chia
• Brand: LA POCHE POSEY Tmall store
• Style: Commercial
• Venue & Duration: Shooting studio, 30 mins
• Selling point: Alyssa’s daughter - Bubu’s birthday party
• Live streamer: Alyssa Chia, Bubu, on-site MC (sound-by only)
Video
Personal sharing of why the
whole family love the hero
product - LRP B5 (talkshow)
贾静雯 change diaper for her
daughter bubu (lifestyle)
Whole crew celebrate Bubu’s
birthday ( casual, happy)
Following shoot of the ad campaign
shooting (Behind the scene)
贾静雯 prepare the gifts for online
game winners)

18. Thank you!
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