Goofish: The Art of Goofing Around

Goofish users have a strong desire for expression and discourse. They enjoy creating new words, digispeak and memes, and have formed their own social language. This case's objective was to elevate their subculture previously exclusive to young people to a mainstream phenomenon, and to establish it as a distinctive asset of Goofish.

Case Details

Brand: Goofish (Xianyu)

Brand owner: Goofish (Xianyu)

Main Agency: Tian Yu Kong

Launched on the market: Chinese Mainland

Industry: Internet

Media channels: interactive/digital online (social media) social (Weibo, WeChat)

Budget: 2-3 million

Background and Objectives

Background: Young people have formed their own subculture on Goofish

Goofish is a second-hand trading platform owned by Alibaba, and it is currently one of the largest such platform in China. Goofish has a significant user base of young people aged 22-28, who not only engage in buying and selling activities but also form their own social circles with unique...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands