Zhihu X Wavemaker (Co-Branding Corporation): A Curious Route / Questions To The Future

Linna Zhao

Q&A website Zhihu grew reach and interaction with maker culture in China with a digital and offline campaign via Wavemaker that targeted three groups in three different stages and got them to ask questions about the future.

Campaign details

Brand: Zhihu Brand owner: Zhihu Entrant company: WavemakerMarket: Greater China Sector: Information technology Media channels: Outdoor, Out-of-home Budget: Up to 500k

Executive summary

Research shows that children between the ages of two and five ask an average of 40,000 questions. However, as we grow up, ‘asking questions’ has gradually faded away. Plus, with overloaded anxiety, information and algorithms, we gradually ‘lose’ our attention to the future.

Hence, website Zhihu and Wavemaker initiated a social innovation project, ‘Our Questions to the Future’, to inspire...

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