Social Media in China

Understanding the influence and

impact of Chinese social media, and

how to harness to drive your brand’s

marketing and strategy

Kantar Media CIC – MasterClass

Contents

2

1Social Eco-system Overview

互联网思维的变革----社会化生态系统的构建

2Introduction of WeChat

微信简介

3WeChat Function Overview

微信功能概览

4Best Practice on WeChat

微信最佳案例

5Social Listening KPI & Definition

社会化聆听的指标与定义

6 Q&A

Introduction of WeChat

By the middle of 2017, there were 772 million internet users in China, with 93% using IM;

WeChat is by far the most of China’s IM apps.

4Notes: Internet user number includes mobile internet number; WeChat user was included into mobile IM user.

SNS user number isn’t counted from December 2014; blog user number isn’t counted from December 2015.

Social Media Trend in China(Jun 2017)

WeChat

Source: The 41th Statistical Survey Report on the Internet Development in China by CNNIC, August 2017

Unit: MillionInstant Messaging (IM):

Real-time text-based

communication

QQ

Wangwang

…

63.0

249.9

308.6 280.8

248.8 230.5 271.4

316.0

19.6 46.2 50.6

76.3 102.0 117.0

148.0 144.0 149.3 120.5 129.1 119.0 120.8 132.1

175.9

235.1 244.2 275.1 277.7

161.5 201.7

240.4 284.0 325.3

371.8 428.2 433.0

503.9

544.6 578.9

4.6 15.8 34.7 49.4

161.8

221.6

294.5 318.6

373.0 436.6 466.8

40.0 46.5 47.3

170.9

244.0 272.0

353.0

415.0 467.8

532.2 587.8

624.1 666.3

720.2

46.4 74.0

108.0 160.51

193.95 242.02

301.89361.42

413.25

466.7533.32

94 111137

210

298

384

457513

564618

649688

731772

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Microblog BBS SNS Video Blog IM Online Purchase Internet User

1 B

2 B

1.5 B

700 M

328 M

1.2 B

255 M

1.2 B

WeChat Facebook Youtube Instagram Twitter Whatsapp Snapchat Messenger

5Source: ChinaChannel. Co

Compared with global social media platforms, WeChat cannot be ignored.

Comparison of Monthly Active Users

WeChat at a Glance

6Source: Tencent Financial Report, September 2017; “2018 WeChat Spring Festival Data Report” by WeChat, February 2018; WeChat team’s

presentation at WeChat Open Class, January 2018; “2017 WeChat Data Report” by WeChat, November 2017; “2016 WeChat Impact Report” by Tencent

Penguin Intelligence and CAICT, March 2016

1 Billion Active

Monthly Users

3.5 Million Active

Monthly WeChat

Official Accounts

0.7 Million WeChat Articles

Published Per Day

0.58 Million Mini

Programs

200 Million Users Linked

WeChat with their Credit

Cards

768 Million Users Sent/Received

WeChat Red Packets during

Spring Festival 2018

Who is using WeChat?

7Source: “2016 WeChat Impact Report” by Tencent Penguin Intelligence and CAICT, March 2016

Male67.5%

Female32.5%

WeChat User Gender Distribution

Male

Female

Corporation40.4%

Freelance25.3%

Student14.4%

Public Institution

10.8%

Unemployed4.8%

Government/army2.6%

Farmer 1.8%

WeChat User Employment Status

Corporation

Freelance

Student

Public Institution

Unemployed

Government/army

Farmer

More Male Users Corporate Workers Are the Main User Group 1 2

People aged 18-37 are the main users of WeChat.

8Source: “2017 WeChat Data Report” by WeChat, September 2017; “2016 WeChat Data Report” by

WeChat, December 2016

Typical Users

Seniors UsersYouth Users

65%

5.5%14%

of Monthly Active Users

Age 18-37

of Monthly Active Users of Monthly Active Users

Age 17-21Age 55 &

Above

80% of WeChat messages

were sent by typical users.

9Source: “WeChat Economics Social Influence Analytical Report” by CAICT

94% Users Use WeChat Every Day 32% Users Use WeChat More Than 2 Hr Every Day1 2

21%

15%

25%

22%

11%

5%

1%

50+

31-50

11-30

5-10

<5

Never Open

Unknown

% of Users

17%

15%

22%

24%

15%

7%

> 4 hr

2-4 hr

1-2 hr

30 min - 1 hr

10-30 min

< 10 min

% of Users

Amount of Times that WeChat is Opened In

China

（March 2016)

Average Amount of Time Spent

on WeChat Every Day

(March 2016)

WeChat has strong user stickiness.

10Source: Datastory 2015, by Iresearch.

WeChat User Activity Peaks at Friday WeChat User Activity Peaks from 7-10 p.m.1 2WeChat Users Activity Rate

Weekly Date

WeChat Users Daily Activity Rate

Brands should consider posting on WeChat at 7-10 p.m. on Friday as this is the peak of

WeChat activity.

17%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

Mon Tue Wed Thu Fri Sat Sun

51.1 56.7

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

WeChat User Activity RateUnit: Active Users (M)

11Source: “WeChat Key Trends Report 2017” by China Channel, Mar 2017

Users read, pay, interact, and have fun on WeChat all day.

7:00

Get upBrowse

Moments

8:30

Arrive at

CompanyBuy breakfast

by WeChat

Payment

10:00

Break TimeBrowse

Moments; Chat

with friends

12:45

Rest TimeShop online through

JingDong (third-party

operator); Chat with

friends

18:00

Go homeOrder food

through Meituan

Take-away (third-

party operator)

22:00

Ready to

sleepChat with

friends; Receive

Red Envelope

Read WeChat

articles; Play

game

On the

Road7:45

Deal with group

messages

Ready to

Work9:00

Split the bill by

WeChat go Dutch

feature

Have Lunch12:00

Browse Moments

Ready to

leave office17:00

Read WeChat articles;

Browse Moments; Chat;

Play games

Watch TV20:00

A Day of Typical Usage

Evolution of WeChat

12Source: “2016 WeChat Impact Report” by Tencent Penguin Intelligence and CAICT, March 2016

2011.1

WeChat

Launched

WeChat

Moment

2012.4

2012.7

WeChat Official

Account

WeChat

Payment

2013.8

2014.9

WeChat Enterprise

Account

WeChat Public

Services

2014.12

2015

WeChat

Moment Ads

Encourage

Original Content

2015

WeChat

Index

2017.3

2017.1

WeChat Mini

Program

2017.5

WeChat Search

and Top Stories

WeChat has created different versions in order to meet users’ demands.

13

App Edition

Web Edition

PC Edition

WeChat has functions which compete with different social media platforms.

14

Baidu

Weibo

Toutiao

Netease

Game

Apple

Store

Latest updates in 2018 include:

- Launch separate App for Official Accounts

- Launch mobile version of Official Accounts backend

- Maintains chronological newsfeed for Subscription

Accounts

- Continue focus on the search feature

- Continue to focus on Mini Programs (games)

- Continue to build author centric system

- Resume tips on IOS devices

- Upgraded new features for WeChat for Work

WeChat platform developments and updates

Allen Zhang gave keynote speech at the WeChat Open Class PRO in Guangzhou in January 2018

15

16

• WeChat users need authentication before using

Wallet function.

• Weixin has more Wallet functions than WeChat,

including Bank Transfer and more Third-party

Operators, e.g. Dianping (a food-related App)

• Weixin serves users in mainland China.

• WeChat serves overseas users.

• There are plans by the Chinese government to use

Weixin account as the ‘official ID’ for its citizen.

Currently, Weixin registration already requires a real

name ID, phone number and bank card to access

many of its services.

• Weixin & WeChat show different games in “Game

Center” function.

Differences Between Weixin & WeChat

1. Regions of Users

2. Wallet Function

3. Official Accounts4. Other Slight Differences

Weixin Official

Accounts

WeChat Official

Accounts

Weixin Users √ ×

WeChat Users √ √

01

03

02

04• Different authority to official accounts,

including searching, subscribing &

participating in accounts’ campaigns

Contents

17

1Social Eco-system Overview

互联网思维的变革----社会化生态系统的构建

2Introduction of WeChat

微信简介

3WeChat Function Overview

微信功能概览

4Best Practice on WeChat

微信最佳案例

5Social Listening KPI & Definition

社会化聆听的指标与定义

6 Q&A

WeChat Function Overview

WeChat changed from an online chatting App to a multi-functional platform.

19

Online Chatting App Online Chatting + Social Networking+ Payment + Third-Party

Operator + Official Accounts + Game + Search + Apps

Comprehensive WeChat Functions

20

01

02

03

04

05

06

07

08

09

Online Chatting

Games

Mini Programs

WeChat Index

Moments

Payment

Public Services

Third-Party Operators

Search & Top Stories*10

Official Accounts11

Enterprise Accounts

*These two services are in trial implementation.

Online Functions O2O Functions

Advertising12

Paid Media

21

WeChat has a messaging function similar to WhatsApp.01

Online

Chatting

22

Users can post text, pictures, and short videos in Moments.

Text & Picture Short Video

02 Moments

23

Brands can release advertisements in Moments, which are targeted towards

consumers according to what they look at and search on WeChat.

Short Video H5

- Search 4S store

- Make an appointment

- Official Website

02 Moments

WeChat Games recommends the latest hot games and the most popular

game played by friends.

24

Most popular

games played by

friends

Ranking of Hot Games:

Can download by

clicking “Get”

Game Recommendations

03 Games

WeChat Search optimizes user search experience and provides a new

platform for brands to post ads.

25

Searching results include:

Official Accounts

Mini Programs

Contents in Moments

WeChat Articles

External Resources, e.g. Baidu Baike, Sina,

Zhihu…

04Search &

Top Stories

Top Stories provides a new channel of exposure for high-quality content

from KOLs, which helps to increase WeChat users’ stickiness.

26

Thanks to WeChat internal social database, Top

Stories can deliver high-quality contents based on

users’ preference, including:

- Followed official accounts

- Content read by friends

- Other contents accord with user’s preference

(unfollowed official accounts & external resources)

04Search &

Top Stories

WeChat Index can help brands keep track of the latest social hotspots and trends

while having IWOM monitoring on WeChat.

27

WeChat Index:

A comprehensive analysis index showing a keyword’s popularity on WeChat.

Calculation Bases:

Searches on WeChat

Official accounts’ articles

Articles shared in Moments

Popularity Trend

Latest Index

Keyword searched

05WeChat

Index

28

Only staff can follow

enterprise accounts.

There can be more than one

service account in an

enterprise account.

More messages can be sent

everyday. Maximum 200

messages / min.

Since September 2014, Enterprise WeChat Accounts have started to help

companies increase their internal communication efficiency.

06Enterprise

Account

WeChat is providing more and more services to connect online and offline.

29

Mini

Programs

WeChat Pay

Public Services;

Third-Party Operator

Content Pushing on Official

Accounts Online

Offline

Public Services is the government offered service section of WeChat.

30

Medical

ServiceTraffic

Convenience

ServicePostal

Service

Car Government

Service

Weather

• Make an appointment

• First-aid

• Traffic violation

• Settlement of claims

• Living payment

• Cultural activity

• Traffic Situation

• Long-distance bus ticket

• Exit-Entry Administration

• Education

• Notarization

• Newspaper subscription

• Postcard

07Public

Services

Third-party Operator helps users quickly access the services they frequently use

in their lives.

31

Facilitate Netizen’s Daily Life:

- Food: Food Delivery

- Travel: Trains & Flights; Hotels

- Entertainment: Movie Tickets

- Transportation: Order A Taxi

- Shopping: Specials; Women’s Style; Group Buying

- Household: Home Services

08Third-Party

Operator

WeChat is also a leading payment platform and is competing with AliPay.

32

Transfer Money

to a Friend

Quick Pay

09 Payment

WeChat users can send money or gifts with small messages to friends through

Red Pocket.

33

Put money into Red Pocket and send

to friend with wishes.

09 Payment

Put Product Coupon in Red Pocket

Mini Programs provides another platform for brands to get in touch with

netizens and help brands to connect online presence with offline ventures.

34

Ready to use, no need to download

Flexible & convenient

Connect online & offline

Scenario-based

Features:Mini Programs

nearby

Mini Programs

recently used

Mini

Programs10

Longchamp leveraged Mini Programs to increase offline event visitors and its

product sales.

35

Scenario: Longchamp

Shanghai Flagship Store

Netizens posted photos

of visiting the store.

Limited Edition

Bags

Badges which

customer can choose

to match the bag

Online Community with

Diverse ScenariosMobile Customization Service

Longchamp ParisianING Longchamp’s Customization

Workshop

Mini

Programs10

WeChat’s Official Account function boomed during 2013 and 2014; from 2015 to

now, it encourages original content to increase content quality of Official Account.

36Source: “2016 App and WeChat Public Accounts Market Research Report”, by iiMedia Research,

October 2016

Note: Trend of We-media指内容创业

1.44

6.86

8.25

12.06

14.15376.4%

20.3% 46.2%17.3%

0

5

10

15

2013 2014 2015 2016 2017E

0.0%

100.0%

200.0%

300.0%

400.0%

2013-2017 WeChat Official Accounts Number and Forecast

Account No.

Change Rate

Unit: Million

Official

Account11

Sogou connected with

Official Accounts’ data;

Official Accounts can

apply WeChat Pay port

Encourage original

content; Launch Original

Statement function

Trend of

We-media

Official Accounts includes Service Accounts and Subscription Accounts.

37

Service Account Subscription Account 1 2

Service accounts are listed in WeChat chat window.Subscription accounts are filed in the Subscription

Account List and can not seen directly on chat window.

Official

Account11

Service Accounts can take a digital CRM role to find new consumers and offer

customer service functions online

38

Deliver Content

Maximum 4

times a week

Interface (e.g. customer service)

Exclusive

customer service

Please type your question

into the menu to use

online customer service

Reply containing

product introduction

Official

Account11

WeChat users are highly content-oriented.

39Source: “WeChat Economics Social Influence Analytical Report” by CAICT & “2016 App and WeChat

Public Accounts Market Research Report”, by iiMedia Research, October 2016

Netizens prefer to read entertainment

and fashion content.1 2

Receive promotion

information41.9%

Acquire information and news

74.2%

Main Purpose for WeChat Users to Follow an Official Account

Don't follow any

Other

Government & publicservice

Business consulting

Read about politics

Access servicesprovided by accounts

Receive promotioninformation

Acquire information andnews

News and promotions are the two main

reasons people follow official accounts.

23,735.6

17,929.2

10,964.5 9,884.2 9,400.6 9,123.3 8,771.9

6,272.4

0.0

5,000.0

10,000.0

15,000.0

20,000.0

25,000.0

2016 WeChat Official Account Article Number of Reads (by Category)

Average Reads

Official

Account11

Quality content and high update frequency are important to keep users

interested in official accounts.

40Source: “2016 App and WeChat Public Accounts Market Research Report”, by iiMedia Research, October 2016

25.4%

43.8%

50.1%

57.9%

65.2%

Others

Weak Content Correlation

Public Account Homogenization

Low Rate of Content Production

Little Useful Information in DeliveredContent

Reasons for WeChat Users to

Unfollow Official Account (2016)

60%+

10%+

Percentage of

Official Accounts

With Frequent

Updates

Percentage of Official

Accounts Steadily

Followed by Users

Content not good

Updates not frequent

Official

Account11

What is WeChat Moments advertising?

WeChat moment ads were launched in early 2015,

when 25 brands including Coco Cola and Mercedes-

Benz took part into the first testing campaign.

Who can advertise on WeChat Moment?

- Companies registered in Mainland China (either

local companies or WFOE) willing to invest at least

50k RMB (~8,000 USD)

- Foreign companies willing to invest $1,500 – $8,000

USD (updated on April 2017)

WeChat advertising (1 of 3)

Method 1: WeChat moments advertising

Method 1: WeChat moments advertising 41

Advertising12

How does it work?

- Brand name and profile picture

- Up to 40 character ad description

- Link to a html5 webpage that’s hosted on Tencent’s

server

- Up to 6 pictures or 6-15 seconds short videos

You can target users according to their location,

interest, age, gender, device and phone network.

WeChat advertising (1 of 3)

Method 1: WeChat moments advertising

42

1

2

3

4

Advertising12

What is WeChat banner advertising?

Launched in August 2014, banner advertising has

notoriously low performance. Advertisers can pick

some rough targeting (gender, location, age, and type

of account in which the banner are displayed) and the

ads will be shown to the target group of users.

How does it work?

The banner ads can take drive users to follow WeChat

Official Account, download an app, claim coupon code,

buy a product, signup link or to a customized landing

page.

WeChat advertising (2 of 3)

Method 2: WeChat banner advertising

43

Appears at

the bottom

of an article

Contains a

logo, account

name and

headline.

Action call

takes users to

another

landing page

Advertising12

What is KOL advertising?

Paying a popular WeChat blogger (either through a flat

fee, a result-based fee or by giving away products) in

exchange for a promotional post on their WeChat

account.

Why are KOLs effective?

- Endorsement from trusted sources can is a huge

source of conversion

- Vendors selling cross-border prefers KOL rather

than WeChat native ad program

- WeChat users are used to receiving “soft-ads” from

KOLs

WeChat advertising (3 of 3)

Method 3: Key Opinion Leaders advertising

44

Advertising12

Contents

45

1Social Eco-system Overview

互联网思维的变革----社会化生态系统的构建

2Introduction of WeChat

微信简介

3WeChat Function Overview

微信功能概览

4Best Practice on WeChat

微信最佳案例

5Social Listening KPI & Definition

社会化聆听的指标与定义

6 Q&A

Best Practice on WeChat

Various communities boom on WeChat.

47

01KOL

04Brand

05EC

02Media

03Celebrity

KOLs leverage WeChat Official Accounts to earn money.

48

Netizens

Brand

Reward

KOL’s Own Online Store

KOL Helps to Promote Brand’s Activity

KOL x Brand Collaborative Collection

KOL Posts Brand-Related Articles

49

Get Rewards from WeChat Users – Papi Chan (Lifestyle KOL)

Users could reward any

amount of money to a KOL for

their high-quality articles.

Papi Chan’s article about

sexual discrimination before

International Women’s Day

resonated well with netizens.

Article was popular and

got over 3K rewards

Reward

Button

50

Lead WeChat Users to KOLs Personal Online Stores – gogoboi (Fashion KOL)

gogoboi’s article about how

to match with a white T-shirt.

One Way is to wear it with

track pants.

The article recommends

several track pants which are

sold in his own online store

“Buda Boutique”.

Through the link at the end of

article, WeChat users can enter

“Buda Boutique” to buy the

goods they like

51

Brands choose KOL’s online stores as exclusive online channels to launch new collections.

Givenchy’s new handbag

collection Duetto was

exclusively launched on

“Buda Boutique”

All Duetto handbags

(Price: RMB 7,490)

have been sold out

within 72 hours after

launch.

52

Helps Brands to Promote Offline Events – Half Sugarcan (Beauty KOL)

Tells readers the exhibition’s time &

address at the end of article.

Photos of Products Exhibited

Photos of Fancy Scene

What Netizens Can Do in Exhibition

Take Photos Try Products Get Gifts

Half Sugarcan attended the

Lancôme Declaring Happiness

Exhibition and wrote an article

to promote the event.

53

Helps Brands to Promote Products – Moon Sea (Fashion KOL)

Moon Sea wrote an article to

promote LV S/S 2017 collection.

Detailed

introduction to the

new LV collection

Plenty of HD

Pictures of

Products

54

KOL x Brand Collaborative Collection – Mr. Bags (Fashion KOL) x TOD’S

Wave

Backpack

Sella

Double T

Mr. Bags x TOD’s

Collaborative Collection

Three limited collaborative bags (200

bags in total) with limited code inside

Through link at the end of article,

netizens can directly purchase bags

on TOD’S official online store.

For traditional media, WeChat means direct interaction with netizens + online edition + EC platform.

55

03

E-Commerce

02

Digital

Magazine

01

Interaction

with Netizens

Xinhua News Agency leverages WeChat Official Account to have meaningful interactions with

netizens in a lively and vivid way rather than a serious one.

56

- Three editors for just 9 words.

- Wang is responsible for “just now”,

Guan “was deposed”, and Chen “Crown

Prince of Saudi Arabia”. Do you have

any problem with that???

Extremely high

reads and likes

Nine-word news

with three

editors triggered

a heated

discussion.- Look at your comments. It’s as if you

were the No.1 news agency in the world.

Are you high?

- Yes, we have been high indeed. Our

special correspondents Jing and Chen

wrote news report for us on Tiangong 2

with the dateline “from Tiangong 2, Xinhua

News Agency”. We are also one of the

world’s top 5 news agencies. Please

follow us for more information☺

Xinhua News Agency’s humorous replies successfully aroused

netizens’ attention and gained their favor.

126K Likes

71K Likes

57

For Him Magazine leverages their WeChat Official Account to turn traffic to its online store

which sells various products.

Losing-Fat Coke Funny Swim Ring

8 Categories

Official Account (Service)

Magazine

Magazines and trendy products are

sold in the online store

Netizens can visit its online

store through a service account.

58

Editors’ Recommendation: Articles

with photos (sexy celebrity)

Stunner: Photos (sexy ordinary people)

For Him Magazine leverages WeChat Mini Program as a platform for its digital magazine.

Mini Program

Celebrities start to register WeChat Official Accounts to publicize themselves.

59

Updates of Tiffany

Tang’s work on

her Official

Account.

The majority of celebrities have official Weibo

accounts, mainly posting selfies and their personal

lives.

Angelababy

posted her

selfie.

Kris Wu posted

that he prepared

a meal for his

mother.

Only a few celebrities have official WeChat

accounts, mainly posting updates of their work.

To Tiffany Tang, her WeChat Official Account is her official website.

60

1. Photo Album of

Tiffany

Tiffany Tang’s

Official Account

2. Fan

Discussion Area

3. Regular Updates

on Tiffany’s Work.

Cooperation with Brands

1 2

Lu Han’s Fans Club designed a Mini Program which looks like Lu’s official website.

61

Lu Han’s Photo Album

Mini Program for Lu

Hear Lu Han’s Voice

Follow Lu’s Fan Club Official Account and Hear Lu’s Voice

Lu’s voice

Choose Lu’s

Greeting/

Confession

Scan QR code

to follow the

account

Brands could leverage WeChat to utilize a comprehensive marketing strategy.

62

PaymentMessaging

(Official Account)

Moments

Third-party

OperatorContent Push

(Official Account)

QR Scan

LBS

E-commerce

Offline Event/Campaign

O2O

Advertising

Branding/Campaign

Customer Service

Cross-boundary Cooperation

Before, brands leveraged WeChat Official Accounts to simply promote products/campaigns

and do CRM.

63

Promote Products

BMW 5 Series Car by BMW

China Official Account

Promote Campaigns CRM

3 Minutes’ Miracle

Latest Campaign

Pantene Official Account puts an link to its

latest campaign in the account interface.

LV’s Official Account’s online reply to

user’s request for product information.

Starbucks “Say it with Starbucks” provides netizens an innovative way to send red pockets.

64

Starbucks Mini Program

“Say it with Starbucks”

A Fancy & Smart Way to Send Gifts

65

Various Fancy Covers for Netizens Many Gift Choices (Including

New Products)Easy to Accept Online & Use

Offline

New

Products

Accept Page

Saved to “Cards

& Offers”

Automatically

McDonald's updates red pocket with gifts from 1-to-1 to 1-to-many, giving a social attribute to

McDonald’s products.

66

Friends would get

gifts randomly.

Netizens could put

different products into

one red pocket and

share in chatting

group.

At 23:00, when 11.11 was

approaching, Durex posted a related

tweet and engaged netizens.

67

Now, it’s the only way to

stop her from shopping.

Durex posted 10 posts on

11.11 Shopping Day.

11.11 Shopping Day:

China’s Black Friday

Retweet: 4,156; Comment: 1,566; Likes: 2,052

As a long time player in social media marketing, Durex always gets to hotspots in time and

successfully builds its cheap but smart brand image thanks to Weibo’s unlimited posting

mechanism.

68

KOLs’ smart answers to netizens’ funny questions:

Product promotion with online store link at the bottom:

WeChat account (Subscription)

posts 1 article per day.

Reads: 48,188; Likes: 76

[Read More]

Long articles on WeChat enable Durex to meaningfully engage with netizens and lead traffic to

its online store.

The customizable menus of WeChat Official Accounts raised netizens’ curiosity to explore

Durex’s public account and increased user stickiness.

Note: JD is the official cooperation E-Commerce platform of WeChat..69

Durex Family

Latest events

VideoGame

Talk about love

Big Data

Report

Q&A

Collection

Product

Introduction and JD

Online Store Link

Trendy Social

Terms

Customized Categories

70

Game 1: You are the one (Find the difference from the

similar Chinese characters.)

Game 2: Durex, let’s have a one-line-stand (online

matching game).

Games increase Official Account’s level of entertainment and promote the brand when people

play them.

Hot Games

71

Video 1: Drop your iPhone, enjoy an hour of intimacy

Video 2: “Durex Love Story” to illustrate modern relationships in

China.

Videos on Durex’s Official Account reflect gender relations in society and emotionally connect

with audience.

Video Collection

72

Shaking S: People with sadistic tendencies and a strong

personality, like Christian Grey in Fifty Shades of Grey.

Shaking M: People with masochistic tendencies and a weak

personality.

If you meet this kind of guy, please let us Durex know! Then we could

go get him/her.

On the customized menu of Durex’s account, the Trendy Social Term Explanation satisfies

netizens’ curiosity about hot sex terms on social media.

Trendy Social Terms Explanation

73

It is unusual for Chinese people to discuss sex in public, and the Q&A forum on Durex’s

WeChat account meaningfully interacts with netizens by answering intimate questions in a

private way, which can’t be done on Weibo.

Trendy Social Terms Q&A

Weekly Q&A Collection Durex’s smart answers to netizen’s questions

Alex: I haven’t hugged or

kissed or made love with

my girlfriend in the past half

year, what do I do?

Dudu (Durex’s nickname):

Do it, hurry up!

Deef: Dudu, What should

I get my girlfriend on

Valentines’ Day?

Dudu: I will give you an

option to reference

before Valentines’ day,

keep an eye on that!

74

Big data report on Durex’s menu satisfies people’s curiosity to know sex habits of others in

China.

Big Data on Sexual Preferences

3. Love Skills Sharing

1. Sex Talk Report

2. Sex Toy Overview

When do people talk

about sex?Sex Talk Report

75

Burberry launched a mini-game for Christmas gifts promotion. Top cold (高冷）luxury brand

started to launch creative game on H5 page to trigger interaction with netizens during the

Christmas promotion.

What will happen?

Start the game.

76

Burberry created a H5 page for Chinese Valentine's Day. Netizens can click the bubble to

hear the love messages from celebrities and get the picture of Burberry Beast.

Burberry Messenger Beast will

deliver your love message.

77

Netizens can choose Burberry Messenger Beast to record their own love message and send

it to their lovers.

Luxury

Brands

Netizens

Before

Luxury

BrandsNetizens

After

Several luxury brands have launched distinctive CNY-themed WeChat GIF emoji during CNY,

which could be a new form to engage netizens on WeChat.

78

Netizens

can

choose

BV Emoji

for Dog

Year

Gucci CNY GIF Emoji

for Dog Year

Louis Vuitton CNY GIF

Emoji for Dog YearBottega Venetta CNY GIF

Emoji for Dog Year

WeChat Mini Program

During CNY, Gucci launched a new Mini Program to sell its Chinese-Dog-Year collection. Brand

has leveraged Mini Program as a new EC form to approach consumers, in order to increase sales.

Buy Now

Quick & Convenient

Gucci WeChat Post

about CNY

Click the picture

86

Leveraging AI and Automation to provide customer service via WeChat

Ctrip is one of the biggest travelling agency in China. And they are using WeChat to provide customize services recently.

- Ctrip customers can opt in to join a customized WeChat message or a group of travelers with similar itineraries

- Leverages AI for auto-sending reminder for weather forecast, flight status etc.

- Personal steward service “出门管家” powered by AI and also human customer service. Customer will get one

dedicated steward during travel period for providing all the solutions by WeChat message. Eg : mapping, scenic

introduction, transportation, hotel booking, etc.

Auto messageCustomize Service

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About Kantar Media

Kantar Media is a global leader in media intelligence, providing clients

with the data they need to make informed decisions on all aspects

of media measurement, monitoring and selection. Part of Kantar, the

data investment management arm of WPP, Kantar Media provides the

most comprehensive and accurate intelligence on media consumption,

performance and value.

For further information, please visit us at www.kantarmedia.com

About Kantar Media CIC

Asia-Pacific branch Kantar Media CIC is China's and the APAC region’

leading social and digital business intelligence provider. Powered by

proprietary technology, the experts from Kantar Media CIC enable

enterprises to fully leverage the power of social media and other

Internet based big data intelligence across the organization. Since

2004, Kantar Media CIC has pioneered social technology, research

and consulting. Founded as CIC, it was acquired by WPP’s Kantar

Media in 2012.

For further information, please visit us at: www.ciccorporate.com

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