Herman Cheng, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how the Taikang Life Insurance Company ended up 'owning' a day, after using social media to promote its brand in China. Taikang Life Insurance needed to increase sales of its insurance policies but faced a competitive market and a limited budget.
Ashish William and Win Huang, Warc Prize for Social Strategy, Entrant, 2014
This case study describes Procter and Gamble's, the multinational consumer goods company, sponsorship of the 2012 London Olympic Games which took a different approach to others by focussing on the relationship between athletes and their mothers. Consumer research suggests that in Asia, and China in particular, children do not have to spend a lot in order to please their moms, and yet a great number of consumers had expressed their guilt over not appreciating their moms enough.
Kim Lam, Florence Wong, Yvonne Lau and Nick Hui, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how Nestle partnered with a popular boy band to cast confectionery brand FRUTIPS in a fresh light in Hong Kong. It targeted 15-24 year olds through fun, humorous experiences and content that were shared through social media.
Prasanna Kumar, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how Pantene introduced its newest product, Cora, into China's highly competitive hair care category, targeting young users through social media and mobile. A popular Chinese microblogging website (also accessible on mobile) was used to promote films featuring a celebrity, with 'nature' themes to match the brand message.
Warc News, 10 April 2014
BEIJING: Chinese consumers are three times more likely to shop online every week than the global average and do so using a mobile, new research has revealed. For its Achieving Total Retail report, consulting firm PwC surveyed 15,000 online shoppers around the world in 15 countries and regions, including 900 in China.
Warc News, 08 April 2014
BEIJING: Chinese online consumers appear to be turning away from consumer-to-consumer (C2C) platforms in favour of business-to-consumer (B2C) ones, although both continue to grow at double-digit rates. According to figures from iResearch, an internet consultancy, the C2C market accounted for almost two thirds (64.9%) of the country's online retail .
Warc News, 02 April 2014
BOSTON: A better viewing experience would drive greater consumption of video content on mobile phones, with larger screens the most important factor according to new research. The annual Global Wireless Practice (GWP) survey for Strategy Analytics, the data analysis group, polled 3,041 individuals across China, France, Germany, Spain, the UK and th.
Warc News, 01 April 2014
BEIJING: The online-to-offline sector in China has been given a major shake-up with the news that leading internet business Alibaba is investing in department store operator Intime Retail Group. Alibaba's initial 9.9% stake will grow to 26% in three years' time when convertible bonds are exchanged for shares.
Warc News, 31 March 2014
SHANGHAI: Urban Chinese consumers regard craftsmanship as a more important characteristic of a luxury brand than status or expense, a new survey from research firm Mintel has shown. In a trend it characterised as representing a more "mature" outlook on luxury products, Mintel found that almost two-thirds (64%) of urban Chinese people identified "cr.