Chinese marketing campaigns leverage social inclinations with messenger ads
Implications - Marketers are aiming to reach Chinese consumers with branded content that cultivates both enriching social interactions and exclusive access to status-evoking digital experiences. Combining the desire for entertainment and social interaction, such campaigns demonstrate the opportunity of brands to engage Chinese consumers in the digital space by embedding themselves into the digital platforms they are using to connect with friends and family regularly.
Workshop Question - How are you making your customer feel special?
Trend Themes
1. Social Media Integral to Marketing Campaigns - Branded content that cultivates enriching social interaction such as Burberry's WeChat partnership demonstrates the opportunity of brands to engage consumers in the Chinese digital space by embedding themselves into digital platforms they use to connect with friends and family regularly.
2. App-based Personalization - As seen in JD.com and Burberry WeChat Accounts, brands can connect with budget-conscious millennials by providing a convenient and experiential mobile experience and fostering B2C connections while harnessing the power of social media sharing.
3. Cinematic Storyline Ads - Qualcomm and Ogilvy & Mather's Lifeline demonstrates a shift towards cinematic storylines that viewers actively seek out rather than attempting to avoid a more traditional advertisement.
Industry Implications
1. Digital Marketing - Social media integrals, app-based personalization, and cinematic ads present disruptive innovation opportunities in digital marketing industry.
2. Ecommerce - App-centric retail experiences seen in JD.com give marketers disruptive innovation opportunities by fostering businesses to consumer connections in digital commerce.
3. Film & Entertainment - The rise of cinematic storyline ads is a disruptive innovation opportunity for film and entertainment industry to create branded content that viewers actively seek out.
5 Featured, 42 Examples:
90,421 Total Clicks
Date Range:
Aug 14 — Jun 16
Trending:
Mild
Consumer Insight Topics:
