NetEase: Your thinking DNA

Hans Lopez-Vito

This case study explains how private online news provider NetEase pushed China's strict state controls by challenging people not to follow the news blindly.

NetEase: Your thinking DNA

Hans Lopez-Vito

Campaign details

Brand owner: NetEaseLead agency: BBDO & Proximity ChinaBrand: NetEaseCountry: ChinaIndustry Websites, online services, appsChannels used: Events and experiential, Internet - display, Internet - microsites, Magazines - consumer, Outdoor, out-of-home, Social mediaMedia budget: Up to 500k

Executive summary

Private online news provider NetEase pushed China's strict state controls by challenging people not to follow the news blindly.

Online news in China is stagnant: portals are restricted to running government-approved stories from official sources, and strict government controls make pushing the...

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