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Debunking six myths about the Chinese luxury consumer
This event report discusses and questions several myths about luxury shoppers in China. These include: that this group of shoppers just wants to accumulate more things, that they like direct mail, and that they enjoy flaunting their wealth.
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Celebrity in China: Five trends of influence building
Best practices and guidance on how celebrity branding influences Chinese consumers.
Sex sells in China
This article explains how marketers can use sex to grab attention in China, where taboos remain.
International Ad Forecast
Predicted advertising expenditure across 12 key markets, including China, for the next two years.
The Warc Prize for Asian Strategy
Asia's leading competition recognising great strategic thinking in marketing.
Cornetto: Cornetto love can't wait
This case study describes how Cornetto, a leader in ice cream cones within China, created the first ever 'digital led, mobile first' campaign by integrating online and offline all through a teenager's mobile phone.
CORONA 11:11 - Win your island
This case study demonstrates how Corona, a Mexican beer brand, got itself noticed by Chinese consumers by tapping into Chinese culture.
McDonald's Hong Kong: A Surprise in Disguise
This case study shows how McDonald's, a fast food chain, partnered with a celebrity chef to created a pop-up restaurant and increase the Quarter Pounder Burger consumption in Hong Kong.
Snickers: Hungry Slip-ups
This case study describes how Snickers Hong Kong rose from anonymity to fame by creating a platform to help Hong Kong residents call out public figures for their mistakes in a humorous way.
Neuroscience & TV Commercials: Cross-Cultural Marketing in Australia
This research explores the uses of neuroscience to explore different reactions to TV commercials by Australian and Chinese-born participants, and outlines what these differences mean for brand storytelling in a cross-cultural context.
SK-II Marriage Takeover: How a Japanese skin care brand cut through in China
This article analyses a campaign by SK-II, a premium Procter & Gamble-owned Japanese skincare brand, that aimed to destigmatise young unmarried Chinese women and inspire them to shape their destiny.
Point of view: Chinnovation
This article considers how China is repositioning itself from its long-held role as a manufacturer to jumping on the innovation train.
Mondelez taps data-driven programmatic and e-commerce for Oreo in China
This article outlines how Mondelez used big data to adjust its programmatic and e-commerce marketing in real time for the Oreo brand in China, increasing sales conversions and display ad engagement.
Building an influencer strategy in China: Behind the USD8 billion industry
This article explores China's fast-growing influencer (Wang Hong) market and how brands can create effective KOL strategies, including monetization and choosing the right channels.
Exploring Luxury Value Perceptions in China: Direct and indirect effects
Taking the case of China, this paper examines the relationship between different luxury value dimensions, and explores how these affect consumers’ purchase intentions.
How fighting piracy built Tencent’s music streaming empire, QQ Music, in China
This article explores how Tencent, which owns QQ Music and WeChat, was able build a successful paid music streaming service in China with a focus on omni-channel marketing, volume of subscriptions over price, and music label partnerships.
The Evolution of PayPal: New Money, New Purpose: How great insight inspired PayPal to a successful brand relaunch
This paper describes a research project by PayPal, the online payment company, to help develop a new brand positioning to work globally (especially in emerging economies) and allow for future product innovation.
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