China Social Campaign Report: Reviewing successful campaigns, media and key opinion leader partnerships across China digital and social media channels

This article relates the Beats By Dre 'Straight Outta' international campaign, that aligned the headphone brand with the release of 'Straight Outta Compton' and gave regional celebrities a platform through which they could show pride for the place they came 'straight outta'.
  • Beats dispersed its campaign videos on popular video sites Tudou and LeTV as well as on its WeChat HTML5 multimedia page; the campaign also used WeChat and Weibo platforms to bring users to its YOHOOD offline fashion event.
  • Using videos of Asian celebrity superstars greatly increased user engagement and amplified campaign awareness; and paralleling a campaign to a major film release created hype and connection to the product.
  • KOL campaign ambassadors brought the highest engagement rate (total engagements/use), 591,437; campaign ambassadors were all famous celebrities from either Asia or the West.
  • Using UGC photo filter activities engaged...

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