Three clever public media promotions in China work hard on earned media to help them go viral. A technique I see frequently in China is marketing campaign with content focused around, for example, a sociable topic, a video, a poster, a quiz, an HTML 5 page. It is amplified with the use of a key opinion leader then, accompanied by much praying that consumers on sociable press shall read it, like it, and talk about it. I find myself asking, every day stay top-of-mind how many of these so-called interpersonal campaigns I encounter? As well as the answer is, almost none of them.
To me, the best social campaigns are those that integrate the next ingredients: real-life experience, social insights, brand positioning, and consumer engagement. A cultural media campaign doesn’t necessarily start on social media, it starts with a life experience – one that consumers can relate to in their day-to-day lives. These are real human encounters amplified by cultural insights that are aligned with brand positioning in a way that is engaging. Pursuing hot topics and blindly blending in brand elements is not a real way to activate your audience. Marketers should of course have an obvious social media strategy but make sure it is led by consumers’ desires and needs, not from the medium itself.
They need to think beyond steps to make their sociable content go viral, because good content will be viral in itself. Under Armor did congrats with this when it partnered with supermodel Gisele Bundchen for its I AM GOING TO What I’D LIKE campaign. Granted this is not a Chinese brand example, but it resonated with a global audience since it went with a simple readable theme – inspiration comes from within.
- How does your content support your strategy
- What should the design look like
- Save and keep great image or video of every the instant
- Custom Menu – Put in a custom menu to your sidebar
This social marketing campaign inspired consumers to tweet their encouragement (or discouragement) to Gisele, with messages showing up on the wall space around her as she worked out in a boxing ring. The tweets made an appearance in real-time – providing a different experience with each view. The campaign’s fusion of sociable and real-time technology gained it the 2015 Cannes Lions Grand Prix for the Cyber-category.
But it’s real get is based on its thinking behind the public activation – making use of the nature of the public press for an uncensored real-time discussion. Consumers tweet good and bad things about Gisele but she keeps her faith in attaining her goals, showing the brand soul of me shall What I’D LIKE. Last year, WeChat launched a special charity app in conjunction with China’s Child Safety Emergency Response foundation (CCSER) – to help parents find or prevent their children from disappearing.
This is a major social concern in China where child abduction is not uncommon. What could use its huge database greater than 600 million users, the Tencent network, and sophisticated technology to help raise awareness of this critical social issue. From enough time the accounts launched in November 2015, WeChat moments feeds in China were dominated by this message. It had been broadly discussed and shared. Not every brand can have this known degree of support from an influential platform like WeChat, but it can show that Chinese language audiences shall react and talk about content that displays a socially relevant subject.
Chinese kitchenware brand Supor ran a successful social media advertising campaign for promoting the top features of its grain cooker when it captured the tensions between a mother and daughter-in-law. The social campaign, which ran across WeChat and Weibo, encapsulated the conflicts of daily life familiar to numerous Chinese family members and turned them into bits of content to sell a rice cooker.