SlideShare a Scribd company logo
November 2016
A closer look: Overseas brands’
Live streaming campaigns in China
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
“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
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
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
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
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
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
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
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
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
Social viral path (9.20): during the live stream
Sept 20, Planters Weibo
One post for each scenario during the live stream with URL
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
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
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.
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
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)
Thank you!
More news & case studies from digital planets,
find us on:

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A closer look at video livestreaming cases in china

  • 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)
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