digitaslbi china credential
TRANSCRIPT
1
WE ARE WHAT’S NEXT
WE ARE
WE ARE
A global marketing and technology
agency, blending strategic, creative,
media and technical expertise to
create business value.
the digital age … … by leading them
through innovation to make impact
We help transform businesses for
The Individual
Strategic Insight
Context
Channel
Insight
Bought, Earned & Owned Media
Engagement
Conversation
Awareness
The Brand
Services
Stories
Campaigns
Distribution Creativity
Over $1bn digital media optimized annually
250m monthly online interactions
350,000 API calls per minute
44m community members actively engaged
Over 200 awards in 2012
9 Cannes Lions (including 2 Grand Prix)
OMMA (US) & Marketing (Europe) Agency of
the Year
Over a petabyte of info
analyzed every month
350 data scientists globally
14 BN monthly user sessions
Digital Business Design
complete digital agency
We are the world’s most
• Advocate management
• Influencer engagement
• CRM
• Loyalty
• Social CRM
• Programmatic buying
• Social targeting
• Personalized experiences
• Applications
• Customized content
• Branded utility
Insight Creativity Distribution
Mobile
& Web
Video
Social
Physical
Experiential
Display
Rich Media
Individual insight Think, feel, say and do
Interest mapping • Connections
• Interests
• Influences
• Motivations
Identity resolution • Presence
• Activity
Customer database • Transaction
• Engagement
Context • Location
• Environment
• Current affairs
• Channel
• Competitive pressure
São Paulo
US Atlanta
Boston
Chicago
Connecticut
Detroit
LA
New York
Philadelphia
Buenos Aires
USA
2350
Europe Amsterdam
Brussels
Berlin
Cologne
Hamburg
Munich
Paris
Madrid
Milan
Zurich
GERMANY 330
India Ahmedabad
Bangalore
Mumbai
New Delhi
Nordics Denmark
Finland
Norway
Sweden:
Goteborg
Malmo
Stockholm
UK 800
NORDICS
250
W. Europ
e 800
UAE Cairo
Lagos
Johannesburg
ASIA PACIFI
C 970
SE Asia Bangkok
Ho Chi Minh
Jakarta
Kuala Lumpur
Manila
Singapore
China Beijing
Guangzhou
Hong Kong
Nanjing
Shanghai
Taipei
Wuhan
Xiamen
Hefei
Chengdu
Auckland
Sydney
Tokyo
UK Edinburgh
London
Seoul
The largest marketing and technology network in the world:
5,700+ people across 48 offices
We are the LARGEST social media
marketing service provider in China:
350+ people across 9 offices
Have worked with over 200 top brands
CHINA REACH AND SIZE
9 EXISTING OFFICES (SHANGHAI / BEIJING /GUANGZHOU /
CHENGDU / XIAMEN / HEFEI / NANJING /
ZHENGZHOU /HONGKONG)
11 COVERED CITIES (SHENZHEN / CHONGQING / WUHAN /
HARBIN / KUNMING / FUZHOU
/HANGZHOU / NINGBO /XIAN /WUXI
/ZHUHAI )
GLOBAL PERSPECTIVE LOCAL RELEVANCY
ACQUISITION OF NET@LK
2009 2010
2012
2008 2007
Apr. 2007
4 staffs.
Aug. 2007
11 staffs
200+ program
1st big brand Adidas(Still our client
today)
Dec.2008
24 staffs
Dec.2009
60+ staffs
Jun.2010
60+ Big brands
Nearly 350 staffs .
5 firms
10 offices
6 cities
20+ big brands The OLP campaign Adidas
/ UPS / Philips /Mentos /
Starbucks…
40+ big brands
Partnership with several
4A agencies.
2 New office (Beijing & Guangzhou)
1st subsidiary ( Innovation)
1 video producing (Lenx)
1 CRM firm (Simone)
1 Online Buzz Consulting
(BuzzReader)
Dec.2010
100+ staffs
OUR MILESTONE
2013
Acquisition of
Net@lk.
DigitasLBi now
is the Largest
social media
marketing
service provider
in China
• Fan Interaction
• Topic Seeding
• Trouble Shooting
• Media Partner MGMT
• Platform Management
• KOL Management
• Account Creation
• Account Maintenance
• Updates and Interaction
• Account Design
• Activities & Social Apps
• Content Creation
• Campaigns
• Content Strategy
• Platform Strategy
• Distribution Strategy
• Buzz Angles
• Brand Perception
• Target Audience
• Competitive Analysis
• Product Environment
Creative
Development
Account
Management
Media
Relationship
Social
Editor
Strategy
Planning
Market
Research
SERVICE PORTFOLIO
• No. of Fans, PI, UV
• Level of Interaction
• Sentiment
• Key Word Performance
• Campaign Impact
Buzzreader
• Concept Development
• Script Writing
• Production
• Post Production
Lenx
Monitoring
& Tracking
Viral Video
Production
Engagement Participation
(Reply/Repost/UGC)
Sales contribution Sales leads
Social platform TECHNOLOGY development
So
cia
l in
itia
tives f
or
PE
OP
LE
infl
uen
ce &
in
tim
acy
SOCIAL CREATIVE (TALK / ENERGIZE)
CONNECTING THE FEW –
KOL & Platform (SUPPORT / EMBRACE)
SOCIAL DATA FOR SOCIAL
INTELLIGENCE (LISTEN)
Buzz Impression
Connection Fan amount
Social Monitoring
{Interface}
Social Trend Report
Social Data Mining
Social Research
Social Listening Product
KOL Program
(Loyalty Program)
Community management
{Micro-blog}
Brand as a service
{WeChat}
Fast Moving Social
Creative & Activation
{Micro-blog}
Mobile Context Brand Story
{WeChat}
Social CRM
Upgrading service
New service
Our Innovation
CHINA DIGITAL CAPABILITIES
Digital Strategy
Account Planning
Social Planning
IWOM
Data/Analytics
Creative
Tracking Monitoring
Website Design
Viral Video
Branded content
Tech & Production
SEO SEM
Media Buying
KOL Management
Email Marketing
Website Develop
Mobile
OUR CLIENTS
CLIENTS SERVED
CLIENTS SERVED
CASE STUDIES
CHOCLAIRS MMM
CASE STUDY
MOT Marketing
Choclairs re-positioned its brand in
2012 and was going to build brand
appeal of “Enjoy the Art of Anticipation”
by a hot event
Challenge
- How to ambush brand message in the event
- How to generate viral effect
Objective
CHOCLAIRS MMM
CASE STUDY
Solution
1. Find a hot event 2. Ambush brand
message in the MOT
marketing
3. Viral it online
- H&M had joined
hands with MMM to
launch its new
product on 15th Nov
that was quite
anticipated by TA.
- On the day of new
product issue, four
pretty Choclairs girls
distributed Choclairs
candies to the people
in line drawing all the
attention of public.
- Invite Jiliang in SH and
Happy Zhangjiang who
have huge influence
among KOL industry to
create UGC and attract
more KOL to forward
the news
spontaneously.
CHOCLAIRS MMM
CASE STUDY
Result
- Gain 4,383 engagement
in two days;
- Good reputation in the
marketing industry. The
case has been included in
the classic examples of
viral marketing and also
been considered as a
successful MOT case. Industry tweet
CEO of Ogilvy & Mather
Praise
Senior Consultant of
Ogilvy & Mather Praise
Campaign Analysis
H&M new product launch was a MOT opportunity for
Choclairs to promote its new concept of “Enjoy the art
of anticipation”. The brand rode on this opportunity
and conducted MOT marketing to influence consumer
Achievement
TOBLERONE
THANKSGIVING
CASE STUDY
Special product
design x O2O
- Strengthen brand image of
“Toblerone = Thank you” and increase
purchase intention during the
thanksgiving
Challenge
- How to lead consumer understand that
“Toblerone = Thank you” ?
- How to increase purchase intention?
Objective
TOBLERONE
THANKSGIVING
CASE STUDY
Solution
1. Design “thank
you” sleeve
2. Share thank you
on the mini-site
3. Weibo
promotion
- Consumers can use
Toblerone as a great
gift of which they can
write their thanks on
the Thank you sleeve
-Take a photo of the
Thank you sleeve,
upload it, and tweet on
weibo, consumers will
have a chance to win
big prize(ultra book/
camera/ New iPad/
souvenir).
- Such KOL as 杜海涛
to promote Thank you
related content to
inspire consumer.
- An online activity to
drive traffic using e-
coupons as incentive
TOBLERONE
THANKSGIVING
CASE STUDY
Result
- Special product design to link brand image
with “Thank you =Toblerone”
- The mechanism of campaign site to
enhance brand image and engage consumer
online to offline to boost sales
Achievement
- Generate sales more than 10,000
- 10,391 participants in total
- Gain more than 100,000 engagement during
the campaign
Campaign Analysis
ANZ HOBBIT SAFE
VIDEO
CASE STUDY
Ride on hot film x
Mini-site
engagement
- As part of the partnership of Warner Brothers
and official airline to middle earth, ANZ developed
a number of global asset for Hobbit including a
new safety video, which ANZ is willing to utilize to
announce ANZ as official airline to Middle Earth
and drive Weibo fans to local campaign.
Challenge
- Hobbit movie would be launched months later at
that time and it also has been ten years passed
since Lord of the Rings. It maybe faded from
people’s memory.
- How to make safe video interesting as the video is
not attractive?
Objective
ANZ HOBBIT
SAFE VIDEO
CASE STUDY
Solution
1. Memory pull back 2. Campaign
promotion
3. KOL follow up
- Ride on Hobbit and
release some warm-
up posts to conjure
up the memory of
Lord of the ring and
herald campaign in
advance
- Launch the campaign
site in which
participants could get
a gift as long as they
got correct answer
when watching safety
video
-KOLs make live report ,
leading to expand
campaign influence
ANZ HOBBIT SAFE
VIDEO
CASE STUDY
Result
- Release content related to hot film of Hobbit
pulling public memory back to the lord of the
ring
- Mechanism set up in the campaign site
enables participants love to watch safety video
Achievement
- Gain 23,862 engagement on weibo
- 13,132 participants in campaign site
- 28,357 interactions in BBS;
- 1,355,724 video browsing
Campaign Analysis
Mini site
KOL Promotion
ADIDAS GIRLS
CASE STUDY
Creative event x
Festival occasion
- adidas girls is going to promote brand
concept of “We are sister” and expect this
concept to resonate target audience
Challenge
- How to highlight ”We are sister” concept?
- How to attract more followers?
Objective
ADIDAS GIRLS
CASE STUDY
Solution
1. Girls topic related to
“We are sister”
2. Conduct offline
event in the Girls Day
- Collect and analyze what kind
of topic girls are interested in
- Ambush “We are sister”
message in the topic to
generate discussion
- Conduct offline “Girls Privilege
Day” event in the girls day
- A handsome guy will give girls
a ride to the destination and give
them a surprise gift as long as
they push the red button in the
bus stop
ADIDAS GIRLS
CASE STUDY
Result
Creative idea with message ambush enable
the event viral online and generate
discussion
Achievement
- Gain 38,000 followers
in only 45 days
- The event was posted
by CCTV NEWS
Campaign Analysis
Posted by CCTV Event Day
Thank you!