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Case Studies

Amazon.cn, Dangdang.com; a big step back for email marketing.

07.20.2009 Amazon.cn
Thumbnail image for Amazon.cn, Dangdang.com; a big step back for email marketing.

Although there are more and more online market methods, the traditional email direct marketing is still remaining as a most used, also mostly one-way communication between brands and consumers. Recently, I came across an article written by a Chinese blogger who is interested in marketing. The headline is already very attractive – “The Awful Email [...]

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Pepsi; So-So Social Media Campaign.

07.15.2009 Case Studies
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Pepsi recently launched a social media campaign targeted to the youth market; its a “battle of the bands” themed event; all elements are aggregated online on Pepsi’s main promotional site (pepsi.sina.com.cn), and a series of satellite SNS groups were created to drive traffic to the contest and stimulate buzz online. However there seems to be [...]

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Building a successful Chinese social media network from scratch.

06.18.2009 Case Studies

I mentioned BA’s “secret” in-house project a little while back (here); this project is an attempt to create a popular Chinese social media site from scratch, solely using China’s already established SNS. Now the initial impression for something like this is “yeah right good luck buddy”, and to tell you the truth I also almost [...]

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China’s domestic beverage branding wars.

04.27.2009 C100

In march this year, Coca-Cola failed to purchase Huiyan Juice Group, due to legal issues in China. Huiyan’s strategy after this no doubt depressing turn of events was to begin an attack on the local concentrated juice market. Obviously this local market is a small pond with some freaking huge fish; question begged: how would [...]

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Zhuyeqing; Branding the “zen” of Chinese Tea Culture.

03.19.2009 Case Studies

“Success  |  Failure  |  Human nature” I’m taking some liberties here on translations; if you have a better version; please comment. In the West, there is coffee; in China there is tea. Ya, I know you can find a Starbucks on every major Street in Shanghai (most times, you’ll find 2-3 close by, ala-strip mall [...]

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China Telecom; Becoming the telephone version of Google.

02.23.2009 Case Studies

Conservative, middle of the road ad full of yuppies using 114. Doesn’t get the blood racing, but certainly does deliver the message. China Telecom’s latest China advertising campaign expanded their information service 114 (yes, the exact opposite of the US’s info service 411) from the basic database driven directory search into a comprehensive service center; their [...]

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HengYuanXiang; The most annoying Chinese commercial ever made (also one of the most successful).

02.23.2009 Case Studies

I apologize in advance for showing you this commercial. Here’s a great a example of the old PR adage: any publicity is good publicity. HengYuanXiang (HYX) carpet bombed China’s nationwide TV channels with this ad, which, when watching, is somewhat akin to banging your head against the wall. The commercial lists each of the 12 [...]

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Puma; What do Puma, F1, and Lego have in common?

02.06.2009 Case Studies
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“Fast enough to be No.1, Successful enough to be No.1, the fastest F1 in the world, brave enough, just come.”  As you may have guessed… this line sounds better in Chinese. Very cute series of ads bring the idea of “play” to the Puma brand. Through a co-sponsorship with F1, Puma leveraged the 2008 China [...]

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Shell HELIX; Racing Car Surgery.

02.03.2009 Case Studies

SAW III 2.0 – Shell version of SAW, made in China. Shell cut a racing car open! Recently, this is popular on China web; some curious guys even try to find out which brand this poor racing car is (this is one of the “which brand” questions asked on Baidu Zhidao, a Chinese version of Yahoo Answers). [...]

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General Motors; Buick Excelle TV Campaign.

01.16.2009 Buick

Am I watching an ad for a car or having an acid flashback? Either way… I like it. As a companion to the last blog entry “General Motors; How Buick beat Volkswagen in China“, this entry will show you that while the simple sponsorship of CCTV-4 was a huge boon to Buick’s brand; there is [...]

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General Motors; How Buick beat Volkswagen in China.

01.16.2009 Buick

GM’s title sponsorship/co-branding with CCTV-4: “Shanghai General Motors reminds you to watch CCTV-4″. This simple ad made Buick the #1 car in China. In 2005 GM’s Buick brand surpassed Volkswagen and claimed the title of top automobile sold in China. They achieved this coveted title by sponsoring and co-branding with CCTV-4, China’s most popular news [...]

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Starbucks; Digital SNS Advertising Through China’s Social Media Networks.

01.08.2009 Case Studies

Starbucks’ online photo contest funnels visitors from ipart.cn to Starbucks’ promotion page. It’s a digital promotichino! Advertising via digital media in China is still evolving; it’s hard to find a reliable way to advertise on Chinese websites which often forces many campaigns to be limited to PPC campaigns. During my own research of possible methods [...]

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