Hi, this is my current portfolio of the work I have done as an integrated, digital and social media advertising professional since 1999. Current I am an Executive Creative Director based in Shanghai, working with Greater China and APEC clients.

1. KESTREL LEE RI QIANG
Executive Creative Director,
Greater China – Singapore – Sydney.
Integrated marketing, social media campaigns, mobile games &
apps, ecommerce, digital media planning.
https://www.linkedin.com/in/kestrellee/

2. Kestrel Lee:
Shanghai-based Executive Creative Director: integrated & digital marketing
1 October – present: Principal Analyst, Greater China, digital and ecommerce marketing, Econsultancy Asia
April 2014 – 31 Sept 2017: Executive Creative Director: Greater China, Southeast Asia, Australia
Integrated digital marketing, social media and e-commerce at George P Johnson/JUXT, Greater China.
April 2012 – April 2014: Regional Executive Creative Director: China, Southeast Asia, Australia
Integrated digital marketing, social media and e-commerce at Zeno Group / a Daniel J Edelman company.
April 2011 – Apr 2012: Digital Creative Director, China
Digital Creative Director /Strategist/ Integration Change Agent, SapientNitro Shanghai, 麒灵广告
August 1999 – Dec 2010: Singapore/Southeast Asia
Stints at Mandate Singapore, Saatchi & Saatchi, BBH, Y&R, Leo Burnett/Arc Worldwide, FCB, TBWA/Tequila.
With 17 years of working experience, Kestrel Lee is a Shanghai-based Executive Creative Director for e-commerce, integrated and digital
marketing. Starting as a English-Chinese copywriter at ad agencies such as Saatchi & Saatchi, BBH, Y&R, he made his mark at digital-led integrated
agencies such as Arc Worldwide/Leo Burnett, FCBi, TBWA/Tequila, SapientNitro and ZENO/Edelmen.
A proven expert in social e-commerce, social media, search (SEO / SEM), gaming, video and mobile advertising, Kestrel Lee has led digital, social
media and integrated campaigns for global brands such as Mars, Unilever, L’Oreal, HP, Apple, Microsoft, adidas, Volvo, Standard Chartered
Bank. Winning almost 100 digital and integrated awards at award shows such as One Show and Spikes Asia, Kestrel is an influential industry
speaker at digital conferences in Asia Pacific, as well as being a digital advisor/trainer to Unilever, LVMH and L’Oreal Paris in China and Asia.

3. Kestrel Lee:
Shanghai-based Executive Creative Director: integrated & digital marketing
“Thanks for your great presentation last week and its very impressive. I have heard a lot of positive feedback about you, your interesting
insights and perspectives. And there did a lot of people asking for your slides to share. And the survey data also shows quite positive. Thank
you for your great efforts in it!”
Jasmine GONG, People Development Manager, LVMH Perfumes & Cosmetics (Shanghai) Company Limited for LVMH Digital Summit 2017
“Kestrel was a guest speaker for the two 2011 L'Oreal Asia-Pacific seminars on Digital Marketing, targeted at our senior marketers and PR
(Director level). His talks on digital creativity were both insightful and inspiring to our 50+ participants with exciting and relevant real cases,
as well as strategic guidelines on how to build truly creative Digital campaigns.” March 6, 2012
Hélène Bach-Harrison, Asia-Pacific Learning Manager, for L'Oreal's Asia Pacific Digital Marketing 2.0 Seminar, 16 Aug & 1 Nov 2011, in
Shanghai:
“Kestrel yet again gave a superb presentation on gamification at the Gaming Australia conference in Sydney last week, and then on creating
tension and passion in mobile marketing. One of the participants commented that it was "the best presentation on gamification I have
seen." August 28, 2012
Rosalind Wade, General Manager, Beacon Events, Organiser, Gaming, Racing and Wagering Australia, 22 Aug 2012
“Kestrel made an amazing contribution to TEDxVictoriaHarbour with a witty talk perfect for the closing act of a great event. Thanks for
pulling it together last minute and sharing the ideas of tension and passion in the tourism industry - it was perfect!” May 25, 2012
Yvette Jong, Founder/Director, Craft House LLC, TEDx Organiser, TEDx in Hong Kong in 18 May 2012
“Kestrel has done a fantastic job by leading one of our sessions at the Online Reputation Excellence Asia Masterclass. All our delegates love
him completely! His unique and engaging way of presentation has carved a deep impression on the audience and contributed greatly to the
success of our event. Thumbs up Kestrel!” June 23, 2011
Sharon Tan, Project Director, Crown Leadership International Group, Online Reputation Excellence Asia” Masterclass in Singapore, 2011

4. 2017: Silver Dragons of Asia award for Life-Space in the best brand
trial/sales promotion category
2017: Judge at the Caples Awards
2016 Campaign Asia-Pacific’s Digital A-List China for Ecommerce
2015-2017: Judge at the Dragons of Asia award show
2015 Campaign Asia Agency of the Year for Experiential Advertising
2015: Dragons of Asia Finalist for:
-Best product Launch or Re-launch
-Best Brand Trial or Sales Generation Campaign
2013: Gold award - Excellence in Social Media Marketing at Singapore's
Marketing Excellence Awards for Blackberry App Factory campaign
2013: Asia Pacific Marketing Congress “Appies” award: DOVE
AUGMENTED REALITY GIFTING EXPERIENCE
Digital, integrated and print awards from 2000 - 2017
2013: 1 Multicultural App Category winner at South by
South West's Appy Awards: Asia’s only winning app entry.
2009-2012: Three campaign features in Contagious
magazine 2012 (Dove), 2010 (Martell) & 2009 (HP)
2 Finalists at Asian Effectiveness Marketing Awards 2011:
- Best integrated marketing campaign
- Best small budget marketing campaign
2010: 3 Wins at Asian Effectiveness Marketing Awards
- Gold Medal - Promotions Marketing
- Silver Media (Outdoor) - Promotions marketing
- Bronze Medal - Beverages: Alcoholic
2010: 1 AWARDS (Australia) Finalist - integrated campaign
2010: 1 Shortlist for best integrated campaign at Beijing’s
Digital Media Awards

5. 2010: 1 Bronze at Spikes Asia - Event & Field marketing: Only
digital/integrated campaign win from Singapore.
2010: 2 awards at the Singapore Creative Circle Awards:
Only integrated campaign to win in Singapore
a. Bronze for Integrated Promotional campaign
b. Bronze for Integrated Communication Campaign
2008: One Show finalist in the integrated campaign category:
Asia’s only winning finalist in the integrated category, alongside
McCann’s Halo “Believe” campaign, BBDO/Big Spaceship ’s HBO Voyeur
campaign, Crispin’s BK Freakout campaign.
2008: 1 Silver, 1 Bronze & 2 Digital Finalists at Spikes Asia/ Asia
Advertising Awards
2008: 4 wins at the Asia Interactive Awards:
- Gold for Best Consumer Site,
- Silver for Best Visual Website Design
- Silver for Best Use of Animation,
- 1 Bronze for Best Use of Sound.
2008: 3 Bronze New York Festivals awards for site, email and
mobile advertising
Ranked among Campaign Brief Asia’s top 1000 Asian Creatives
for 2007-2008 due to awards for digital work.
2008: Singapore’s only winning entry at the New York Festivals
Innovative Awards.
2008: 1 Official Honoree and 1 Nomination at the Webby
Awards.
2008: 1 Singapore Effies’ online finalist for HP Toyrama.
2008: 2 Silvers (Singapore’s only winning entries) at the
Horizon Interactive Awards.
2007: 2 awards for Best hardware microsite & outstanding
microsite wins at the Internet Advertising Awards.
2007: 2 Silvers at Hong Kong's 2007 Digital Media Awards for
Integrated and Digital categories.
Digital, integrated and print awards from 2000 - 2017

6. • 2007: 3 Silvers and 5 Bronzes at the Singapore Creative Circle
Awards for HP campaigns: My agency, Arc Worldwide/Leo
Burnett, won the most awards in the digital category.
• 2007: 1 Interactive Finalist at 2007 Golden Drum for HP
Toyrama
• 2007: Singapore Effies Finalist for HP Inkjet Crayons Campaign.
• 2006: 1 People Choice Award for Singapore’s Ink Awards for
Print campaign category.
• 2006: 1 Bronze award for the Singapore’s Ink Awards
campaign category.
• 2006: 1 Bronze for the Singapore Outdoor Advertising Festival:
Postcard (Campaign).
• 2005: 1 Print Finalist for Singapore’s Ink Awards for Del Monte
snacks.
Digital, integrated and print awards from 2000 - 2017
• 2004: 1 English print finalist in the New York Festivals.
• 2003: 1 Finalist in the Singapore Creative Circle Awards.
• 2002: 1 Best of Category (Citibank) and 1 finalist (Ministry of Foreign
Affairs) at US-based EMA Creative Excellence awards for recruitment
advertising.
• 2001: 1 Finalist at New York Festivals for outdoor (Public Service)
category.

7. LAUNCH OF FAST FASHION BRAND VIA WEBSITE, SOCIAL MEDIA, VIDEO, IN-STORE COMMUNICATIONS
Case study: http://v.youku.com/v_show/id_XMTUwNzAyMzg0NA==.html https://www.youtube.com/watch?v=QALy7FUlbDw

8. NET-A-PORTER CHINA LAUNCH VIA SOCIAL MEDIA, VIDEO, PR, KOL & O2O ENGAGEMENT
Case study video:
http://v.youku.com/v_show/id_
XMTQ4NjkzODA4MA==.html
https://www.youtube.com/watc
h?v=0GqHq1AfCgk

9. Dove Gifting’s online-to-offline (O2O) viral art project
Case study: https://www.youtube.com/watch?v=x9Yq-ASSc78 http://v.youku.com/v_show/id_XMzM3NTM3MzAw.html
We were asked to do a campaign to drive Dove gifting sales 4 weeks before Chinese Valentine’s Day. As Chinese netizens looked
online for gift ideas for their loved ones, the agency brought to life an online romance that grew sales and momentum via social
networks and PR communication strategy: https://www.techinasia.com/dove-weibo-campaign
http://www.campaignasia.com/article/case-study-how-dove-leverages-happy-ever-after-with-zero-media-dollars/290324

10. PORSCHE CHINA: ONLINE COMMERCIAL PLUS WEBSITE, SOCIAL, MOBILE, IN-STORE INTEGRATION
Staging website & video: http://juxtstaging.com/porsche/#!/intro https://www.youtube.com/watch?v=xNtnPO-nk5E

11. Porsche After sales WeChat servicing platform: http://v.youku.com/v_show/id_XODA2MDE0OTU2.html
Challenge
Due to stiff car market competition in China, Porsche needed to engage its current clientele to build brand loyalty beyond the car purchase.
Strategy
Research has shown that it is 6 times easier to get more business from existing clients as compared to new clients. To engage customers, the agency focused on identifying an occasion,
which impacts Porsche drivers the most like when they send their cars for servicing with Porsche. Their whole day may be disrupted.
Idea
Introducing the “Porsche VIP day” program. The day starts when a Porsche driver in China utilizes the WeChat app to book a day to send their car for servicing. The driver can then
select a specific “away-from-the-car” ecommerce package i.e. spa, fishing or yoga promotions to have a great day. The agency launched an integrated campaign with print ads, radio
commercials, outdoor billboards, Website, WeChat, eDM, SMS, POSM and in-store showroom communications.
PORSCHE CHINA: LAUNCHED DEALER-AFTERSALES WECHAT COMMERCE PLATFORM

12. http://v.youku.com/v_show/id_XMTQzNDkyNTc1Ng==.htmlCASE STUDY: https://www.youtube.com/watch?v=mvDGQuSw9TM
TENCENT & RIOT GAMES CHINA: E-SPORTS GAMING MOBILE MARKETING

13. LAUNCH OF LIFE_SPACE VIA CHATBOTS, SOCIAL MEDIA , ECOMMERCE & SHOPPER MARKETING
Campaign achievements:
• Fastest Growing Digestive
Health Brand In Australia
• Number 1 in social media
buzz in China
• Number 2 best selling
probiotics brand on
Alibaba
• Case study on Youku:
http://v.youku.com/v_show/id_X
MjU1Mjg0MjM2OA==.html
• YouTube: https://youtu.be/lh-
NxIspb8g
• Chatbots case study:
https://youtu.be/QC1_k-25xns

14. LAUNCH OF OSIM’S FIRST SOCIAL COMMERCE PROJECT USING LIVE VIDEO STREAMING
https://www.youtube.com/watch?v=5f48NegNWq8

15. UNILEVER ECOMMERCE, SOCIAL MEDIA AND SHOPPER ACTIVATION WITH VIDEO MARKETING
https://www.youtube.com/watch?v=13V9sB_ljTI

16. Education
shopper missions
Insight
shopper missions
Emotional
shopper missions
Feedback
shopper missions
Challenge
shopper missions
REGISTER
http://sunlight.journy.cn/start
Babybox
Baby Tree BBS
Official Wechat
Aug 17 to Dec 24 2016
Education mission
UNILEVER ECOMMERCE, SOCIAL MEDIA AND SHOPPER ACTIVATION WITH VIDEO MARKETING
https://www.youtube.com/watch?v=13V9sB_ljTI

17. 恶搞历史四大名著病毒视屏：‘红楼梦’奇想篇
On Tudou with more than 14 million views after just 2 weeks:
http://www.tudou.com/programs/view/ng3h4V5AjqI/?fr=rec1&FR=LIAN
Unilever’s viral video campaign to re-launch its Zig Zag popsicle brand in China:
Case study: http://v.youku.com/v_show/id_XNDgwODEyNjEy.html
https://www.youtube.com/watch?v=zdB-Yrw3cQQ
On Youku with more than 7.25 million views
and 15,979 comments after just 2 weeks:
http://v.youku.com/v_show/id_XMzk4MDY5NDEy.html

18. Dove Gifting campaign: Bringing social gifting to life via Augmented Reality
https://www.youtube.com/watch?v=TUQmzUT43E0
http://v.youku.com/v_show/id_XNDgwNTMxMjA0.html
Campaign background:
With the growing affluence of the Chinese consumers, people grow so used to
giving and receiving gifts that gifting has lost its meaning. As the leading chocolate
brand in China, Dove sees this decline in meaning as gifting as a key challenge to
its strong market share in the chocolate gifting category.
Campaign Solution
- Use Augmented Reality (AR) to bring Dove gifting to life as each Dove chocolates
gift box can now come with a tailor-made gifting experience for the sender and
recipient.
- By allowing customization of 3D visual, photo, animation and messaging
experiences, gift senders can create an interactive e-card or message to
complement their Dove chocolates gifts to recipients. The recipient can share a
video or pictures of his or her gift experience via social networks.
- To promote this new brand-driven digitized product experience, the agency
provided creative direction and ideas across TV channels, point-of-sales, outdoor,
online videos, social media, ePR, websites plus iOS & Android mobile platforms.
Campaign Results
-The viral video had more than 3.2 million views in Dec with over 130,000 topic
click-throughs in all major China forums in the first week! App downloads were
over 100,000 with over 1 million Weibo tweets about this new gifting experience.
-Over 3.1 million participants used this AR enhanced gifting platform to create
brand-driven 3D gifting experiences from 5 Dec 2011 to Feb 2012.

19. TAYLORMADE CHINA SITE WITH SOCIAL, MOBILE, SEARCH, ECOMMERCE INTEGRATION
Our new Taylormade China luxury brand site comes with its own CMS website for
easy content/page updates that also support brand consistency with a standard
site template. This can be reused for future websites hosted in other countries with
some adjustments for these markets, such as language, social networks display
and aggregation, destination page for buy products, login and signup backend.
http://www.taylormadegolf.cn/

20. PARKSON DEPARTMENT STORE’S ONLINE-TO-OFFLINE SHOPPER ACTIVATION IN CHINA
“We are pleased with
GPJ/JUXT Shanghai’s
efforts to launch our online
to offline shopper marketing
campaigns using social
media and in-store event
activation for our
60 departmental store in
China. They did a great job
in this new area of
marketing.” – Lim Shea
Lee, Senior Manager,
Marketing, Parkson
Department Stores, China.
VIP card launch O2O
mobile commerce case
study:
https://www.youtube.com/w
atch?v=UAb3pfaCxgU
http://v.youku.com/v_show/i
d_XOTQwOTM2MTM2

21. Continental Tires China: integrated ATL & online advertising campaign in 2013
Case study: http://v.youku.com/v_show/id_XOTU5OTA4MDc2.html https://www.youtube.com/watch?v=tJwr6zdlmtk
Website: http://v.youku.com/v_show/id_XOTU5OTIzMjQ4.html
Web film: http://v.youku.com/v_show/id_XOTU5OTAwNzEy.html

22. Blackberry Southeast Asia 2013: Dream App Factory social-mobile campaign
https://www.youtube.com/watch?v=mwoFqt5LiJ4
http://v.youku.com/v_show/id_XNzg5MjcxMjcy.html

23. http://v.youku.com/v_show/id_XNzUxMzI2OTk2.html? Case study: https://www.youtube.com/watch?v=inbE0ACiVPo&t=2s

24. TENCENT & RIOT GAMES CHINA: E-SPORTS LIVE VIDEO STREAMING

25. 2007 to 2010
Kestrel Lee:
Search, social media, gaming and
integrated campaign work
in Singapore & Southeast Asia:

26. Adidas Trophy Raiders Facebook gaming campaign for Southeast Asia
Campaign video: http://www.youtube.com/watch?v=SGV5FdgUG5U http://v.youku.com/v_show/id_XMjkyMjExMDEy.html
Deployed on adidas’ global Facebook page: www.facebook.com/adidasfootball

27. HP TouchSmart campaign:
We came up with the idea of photo-tagging in 2006-2007 before Facebook arrived in Asia
http://www.youtube.com/watch?v=CqXkfvErPsU
The beauty of this Asia-Pacific region
campaign is that it revolves around
an unique social networking portal
that allowed people to tag their
pictures, as well as tagging their
music pieces to their photo albums
or the albums of other people on the
site and vice versa.
This was done before Facebook
arrived in Asia, before Facebook
introduced photo-tagging, which
made it such a hit with people in the
world today.
http://v.youku.com/v_show/id_XMzM2MjU3NDg0.html

28. Martell VSOP – The Ultimate Start-up Space Entrepreneur Challenge:
Case study video: http://www.youtube.com/watch?v=36h1rKVn6iI
For viewing in China: http://v.youku.com/v_show/id_XNTI5NDM2ODg0.html

29. Martell VSOP brand was associated with the older Chinese-speaking crowd. To engage English Singaporean speakers, we gave
a challenge: "If you have 760 square feet of shop space at Clarke Quay, what would you do with it?"
Entrepreneurs were asked to send in their start-up ideas as videos and Martell VSOP was able to successfully engage them, while
transforming them into brand advocates. This drew the attention and support of venture capitalists for startups while key
entrepreneur bloggers aggressively blogged about the campaign and getting their fans to support the campaign. This was a clear
seismic shift to a more progressive and entrepreneurial brand perception for Martell VSOP.
Campaign accolades as digital lead:
- Free monthly coverage by 100 blogs, forums and
social networks with large followings in
Singapore.
- 26.3 million search results for the phrase
“ultimate start up space” with a 40% jump in
search traffic.
- 29,442 accumulated fans on Facebook and
60,111 followers on Twitter
- 2.4 million unique views on all social media.
- Developed a creative take-over of the
Facebook group page via a self-created
Facebook banners:
http://www.youtube.com/watch?v=-m9QDG-
4Mh0
Martell VSOP – The Ultimate Start-up Space Entrepreneur Challenge:
Case study video: http://www.youtube.com/watch?v=36h1rKVn6iI

30. HP Toyama campaign 2007:
Digital-led Integrated campaign video: http://youtu.be/BENvkqRaaLs
For viewing in China: http://v.youku.com/v_show/id_XNDMzMDcwNjQw.html
The most successful award winning user generated content campaign of
2007 in Asia with over 18,000 search results on Google.