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Case Studies

DMG; A China Entrepreneur’s Entrepreneur.

08.09.2010 Case Studies
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For those of you following this blog, you’ll know that I’ve run a China ad agency for a number of years. This innocent statement has volatility written all over it; the first being China; a chaotic beast rocketing forward; then ad agencies where business turns sweet or goes sour between morning and evening; and being an entrepreneur in the midst of [...]

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Live at the ‘Chivalry’.

10.26.2009 Case Studies
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You throw in a few ice cold celebrities, high-end whisky and a dash of ‘life’ and you end up with Chivas new-ish campaign reposition to ‘Live with Chivalry’. A small shift from the previous feature ‘This is Chivas Life’. Fortunately for Chivas the budget was didn’t seem to be a problem, with a mix of [...]

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HP; Social Media Schizophrenia.

09.08.2009 Case Studies
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While using SNS campaign to promote brand/products online is becoming more and more common in China, it is not surprising to see a brand group on a popular SNS site such as Xiaonei (ooops, I mean Renren, Xiaonei’s new name), Kaixin, etc. However, seeing a brand open TWO groups on one same SNS site, this [...]

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Pocari MSN campaign pulls in record number of individual votes!

09.08.2009 Case Studies
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From singing contests to essay contests – all the big brands are using a ‘voting’ system to build mass amounts of traffic to a community. It works so why wouldn’t you? It spreads viral and it spreads fast through dedicated pockets of existing (offline) social communities. This particular campaign seemed pretty ‘normal’ in what we’ve [...]

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Which promotion is dumber?

09.07.2009 Asahi Kasei
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Usually, we will think that the promotional gifts are something smaller than the purchased items, or something complimentary; for example, buy a camera get a free leather camera bag, or buy a computer mouse get a free mouse pad. However, when I was shopping at Carrefour last weekend, I found couple strange promotions. One of [...]

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BMW’s flirt with the masses – Qzone ‘1′ series launch

08.17.2009 BMW
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When I first looked at reviewing this campaign I thought why would BMW be pushing their product through QQ? I mean sure, the numbers are just astronomical but how many QQ users can really afford to buy a BMW? I’m certain they did their research and they were pushing the most affordable product across the [...]

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Lancome; China social media campaign offers optimized engagement.

08.12.2009 Case Studies
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Internationally well-known cosmetic brand, Lancome, also made a move on China social media marketing, and started surprisingly early. In year 2006, Lancome already built its own Chinese community (www.rosebeauty.com.cn), where consumers can not only get to know Lancome products but also interact with the brand and other consumers. Early this year, Lancome started to use [...]

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Mango China SNS campaign; Good attempt but lazy…

08.07.2009 Baidu
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The trend is emerging now with more progressive fashion labels making a move on China SNS. Recently we reviewed the cosmetic brands (L’Oreal and Olay) SNS campaign which made us think – who in Fashion is leading the charge in China SNS integration? Then along came Mango, the popular Spanish clothing retailer. Some background information [...]

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Apple Xiaonei Campaign; 90% brand, 10% strategy.

08.05.2009 Apple
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Apple’s Xiaonei campaign actually started around last May; according to the record in the group, the peak time is May08 to Nov.08. The group has a very interesting name – Apple College, means Apple want to “teach” their product knowledge to Chinese students on Xiaonei. Personally speaking, Apple College is the best designed Xiaonei group [...]

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Olay’s Social Media Campaign, success at a cost?

07.31.2009 Case Studies
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Congratulations to Oil of Olay for making a very dedicated move to Social Media with a series of well functioned, highly informative and responsive communication tools for the young women that frequent the site. Steam rolled by The president of Nurun China (interactive agency) Yann Lombard-Platet stated that ‘beauty is the number 1 topic of [...]

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Lufthansa; Use China SNS to promote flight tickets to students.

07.30.2009 Case Studies
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As we Chinese are proud of our 5000 years history, we can’t deny that most Chinese tend to worship foreign things, a typical example is the foreign education system. Every year, thousands of Chinese students are going abroad to study. German airline Lufthansa sees this, so it created a social media campaign on Xiaonei.com – [...]

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