This document provides information about digital marketing and social media in China. It discusses the importance of mobile and various social media platforms in China such as WeChat, Weibo, and Taobao. It also provides case studies on how different companies have used social media platforms like WeChat to engage customers, increase brand awareness, and boost sales. The case studies cover companies from various industries like transportation, e-commerce, food, and manufacturing.

1. CREDENTIALS

2. Digital Marketing & Social Media in China
Who are we ?
Case studies

3. Digital Marketing &
Social Media in China

4. DIGITAL
MEDIA
is as essential as
traditional advertising
in Europe

5. CONSUMER
habits
Want to share, show off with their
friends on social platforms
Chinese seek for unique brand experiences
that will help them define their identity and
belongings to social groups
Strong willingness to
interact with brands
instantaneously
Always want to keep it simple,
instantaneous and fun
Different

6. preferred over
COMPUTER
Stratospheric
growth over the
past few years to
reach 557 mobile
users in Feb. 2015
MOBILE

7. Specific influential
SOCIAL
MEDIA
platforms on
the Chinese market

8. WeChat
Most powerful
social media tool
for your brand in
2015
468 million users at
the end of Q3 2014
Everything is possible on
WeChat, chat, play, shop,
get advice, locate
yourself…

9. Adjust your WeChat official page design and parameters as you wish
Build your own website linked to WeChat where you will be able
to organise online activities : games, promotions, competitions,
surveys, one-on-one coaching…
Create & manage your own content on your WeChat official account
Build your own store on WeChat, use WeChat e-commerce services

10. Weibo
Build your unique
homepage brand
on Weibo
Most powerful microblog
platform in China –
microblog is the
translation of Weibo 微博
in Chinese
More than
400 million users
in 2015

11. activities are
key to success
O2O

12. Largest C2C platform
800 M users in 2014
Daily turnover : 120 M RMB
Largest B2C platform
> 100 K premium brands
11-11 festival in 2014 : 50 billion yuan sales rev.
Online supermarket
90 M. users in 2014
Delivery in SH < 2 hours , in 8 other cities < 1 day
Online supermarket
96.6 M users in 2014
Yihaodian’s main competitor
Domestic appliance market
Local + imported quality products
1400 stores, 94 distribution centres, 4000 service outlets

13. Who are we ?

14. ARE
SPRINGBOARD
YOUR
YOU

15. WE ARE...
A HUMAN SIZE AGENCY
FULLY DEDICATED TO OUR CLIENTS IN THE RETAIL, LUXURY, F&B SECTORS
CREATIVE SOCIAL MEDIA MARKETERS
WHO LISTEN, UNDERSTAND AND DIFFUSE THE STORY OF YOUR BRAND AMONG YOUR CHINESE AUDIENCE
CHINESE, EUROPEAN BUSINESSMEN
WHO WANT TO MAKE BRIDGES BETWEEN OUR TWO CONTINENTS AND EXPAND YOUR BUSINESS IN CHINA

16. Case studies

18. COMPANY
PROFILE
Smart taxi app
Provides users with a cab anywhere, anytime
Both convenient and efficient
More than 150 million users in 2015
Covers 300 cities in China
Holds 74% taxi app market share

19. CHALLENGE
Raise awareness
Educate users to the use of an innovative platform
Drag more conservative users to the platform

20. SOLUTION
HTML 5 website linked to WeChat
Beijing, Shanghai, Guangzhou, Shenzhen’s ‘Crazy overtime’ activity
Rules of the game
- Answer 3 simple questions
- Give us the details of your company (address, phone)
- Automatically add a vote for your company
- Top 100 companies with most votes will see all their employees rewarded with
a Didi Dache free ride (45 RMB coupon)

21. Results

23. COMPANY
PROFILE
Chinese B to C e-commerce platform set up in 2008 by Gang Yu (于刚博士) and Junling Liu
Walmart biggest shareholder in 2015
Over 10 000 employees in China
More than 15 billion sales turnover in 2013
More than 350 000 diferent products sold on Yihaodian

24. CHALLENGE
Strengthen Yihaodian’s presence in a highly competitive e-commerce market
in China and improve interaction with Yihaodian’s target audience during the
nationwide famous Single’s day festival – 双十一 through an eye-catching
activity

25. SOLUTION
‘Strip it off !’ Find your partner with Yihaodian !
Mobile website production
Connect to Yihaodian special Single Day’s WeChat game platform, enter the
name of your secret lover, and share it on WeChat moments. Once your secret
lover clicks on the link you shared, both of you win cheeky prizes…

26. RESULTS
Good coordination with offline ongoing activities aimed at redirecting
people to both Yihaodian’s website and its official WeChat account
Efficient advertising in public spaces back-up&

28. COMPANY
PROFILE
Founded in 1930 in Kentucky
World’s second largest restaurant
chain after Mcdonald’s
In China since 1987
First westerner fast-food company in
terms of sales volume
Adapted menus to local market

29. CHALLENGE
Improve interaction between KFC and young dynamic Chinese during the New Year
using social media
Promote winter season KFC products

30. SOLUTIONSOLUTION
Let Chinese imagine and organize their
New Year dream parties on a tailor-made
HTML 5 WeChat platform
People who recruited most guests for
their special party on WeChat had the
chance to live their dream in KFC
restaurants in 4 cities : Shanghai, Beijing,
Guangzhou, Shenzhen + win additional
prizes. Famous stars were also invited to
the parties
Partnership with famous TV channel
Shanghai Xingshang (上海星尚频道) to
promote the event

31. KFC Offline event in Shanghai
O2O synchronisation
SOLUTION

32. RESULTS

34. COMPANY
PROFILE
350 years history
Top 100 industrial groups worldwide
190 000 employees in 64 countries
12 research centers
EXPERTISE
Innovative materials such as flat glass
Construction materials
Jars and glass bottles packaging
Building materials distribution

35. CHALLENGE
In a context of the 350 years anniversary of Saint-Gobain, the French at-the-
cutting-edge-of-innovation glass-making company decided to significantly raise
its awareness among its target audience in China through social media.

36. SOLUTION
Create a snowball effect through
an internal campaign among
Saint-Gobain community
(employees, clients, providers)
Increase awareness with an
external campaign among
Saint-Gobain’s target audience
HIGH VALUE CONTENT
3D animation production of
7 videos featuring Saint-
Gobain super hero
ONE-SHOT CAMPAIGN
One-month campaign on
WeChat featuring Saint-
Gobain super hero, created
for the anniversary
+ Weibo, Youku, Tencent Video
INTERACTIVITY
WeChat game related to the
7 videos
VALUABLE INCENTIVE
A luxury trip to Paris + 10
invitations to a state-of-the
art ceremony in Shanghai
with Saint-Gobain worldwide
CEO, Monsieur Pierre de
Chalendard

37. SOLUTION
Saint-Gobain super hero stories
3D animation production

38. SOLUTION
Saint-Gobain game
Mobile website production

39. RESULTS

41. COMPANY
PROFILE
Founded in 2012 in Tuscany, Italy
Cosmetics brand which produces
high quality skin care and body
care products
Growing sales in the Chinese market
with significant sales peak during
Chinese New Year and Single’s day
festival

42. CHALLENGE
Improve Lo Stile di Vita’s Brand Awareness in China and increase actual sales

43. SOLUTION
Taobao 淘宝 Lo Stile di Vita store opening and daily maintenance
Carefully planned online activities on Chinese e-commerce platforms especially during
Chinese New Year and Chinese Single’s day
WeChat and Weibo accounts setting up and responsive community management on
social platforms

44. RESULTSRESULTS

45. Uncle Ad
Other
references

46. 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 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
nicolas.dijols@uncle-ad.com