Every Friday, “Digital in China” brings you Labbrand’s take on key digital news items along with our favorite digital campaigns from the past week.

1. Digital in China – Chinese New Year Edition
Digital news and best campaigns – Week of January 25th

2. Digital in China
Every Friday, “Digital in China” brings you Labbrand’s take on
key digital news items along with our favorite digital
campaigns from the past week.
Don’t forget to subscribe to our newsletter to get fresh
insights about branding in digital in China delivered straight to
your mailbox!
Labbrand’s digital strategy team is available to answer your
questions, just fire us an email at info@labbrand.com or ask us
directly through WeChat.
Kevin Gentle – Digital strategy director
2014 Labbrand No diffusion or reproduction without authorization.
Labbrand.com
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3. Drop your smartphone, share a Coke
In the era of smartphones and fragmented
attention, how can people come together for
Chinese New Year? Coca Cola has the answer
and encourages people to drop their phones for 1
hour between 6 and 7pm on January 30rd.
One a dedicated website and on social media,
Coke call on people to stack their phones up in a
pile, forget about their digital life and reunite with
their loved ones around a nice, old-fashioned
bottle of Coke.
People who forward the call to disconnect on
social media can win prizes such as a Samsung
Smart Watch.
With this campaign, Coke addresses an important
issue of the time (real life connections and
traditions in digital age) in a locally relevant way.
http://happy.icoke.cn/
2014 Labbrand No diffusion or reproduction without authorization.
Labbrand.com
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4. Guomei gets Chinese adults to say “I love you” to their parents
How can a brand get Chinese people to express
their love towards their parents out loud for
Chinese new year?
After buying a product in participating Guomei
stores, customers can step into a recording room
and record an audio message for their parents.
Guomei will then deliver the package along with
the message to parents who upon opening the
box will hear the voice of their child expressing
his or her love and gratitude.
The operation is heavily promoted on Weibo with
the hash tag #love can’t wait# and a tearinducing video showing customers recording their
message along with parents’ reactions. With this
campaign Guomei shows us how brands can use
digital in a meaningful way to address deep
seated cultural contradictions.
http://weibo.com/p/1006061914452112/app540
944387?from=page_100606&mod=TAB#place
2014 Labbrand No diffusion or reproduction without authorization.
Labbrand.com
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5. Lancome allows you to create
customized greeting cards with WeChat
WeChat’s new “service” accounts and open API
policy open up new avenues for more creative
WeChat marketing through custom applications.
Luxury cosmetics brand Lancome is proving this
once again with its Chinese New Year WeChat
app allowing its followers to create their own
customized greeting card.
On Lancome’s Wechat service account, followers
can send a picture that represents the happy
moments of the past year along with a voice
message with their best wishes for the year to
come. Lancome then compiles this content to
create customized new year greeting cards
blending pictures and voice for maximum impact
and personalization.
Lancome provides us here with a good example
of how to use one of Wechat’s defining feature,
voice messages, to re-visit traditional marketing
formats.
2014 Labbrand No diffusion or reproduction without authorization.
Labbrand.com
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