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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.
PayPal: The Evolution of PayPal - New Purpose, New Money
This paper describes a global research project for PayPal, the online payment service, which sought to contemporise the brand and align it with people's attitudes to money.
Airbnb: Never A Stranger
This case study describes how accommodations provider, Airbnb, leveraged digital and video to turn people's fear of strangers into a selling point for a global brand awareness campaign.
Bulgari: The Story of O
This case study shows how Bulgari, a luxury brand, created an original movie to launch its new product line in China.
Samsung Mobile: Winning Social Gold at the Olympics
This case study describes how mobile phone company Samsung Mobile aimed to be the most engaging brand throughout the Olympic Games by creating real-time content, focusing on barrier-defying moments.
Trend Watch: What Brands Can Expect From China in 2017
This article details how Aviva, the UK insurance brand, left behind it's successful and effective marketing and acquisition approach, by focusing of future-proofing through being digital-first.
A demonstration of structural choice modelling in a market research context
Grounded in random utility theory, discrete choice experiments (DCE) have proven to be effective in uncovering consumers' choice preferences and switching patterns for repeated choice.
Managing Crisis Communications In 'Real-Time': Cathay Pacific's Approach
The article outlines how Cathay-Pacific, a Hong Kong-based airline, developed a crisis communications strategy for the 'real time' era.
China's Mega-App As a Storytelling Medium: Using WeChat as a research tool to empower consumer-centred insight
This paper argues that the influential and widely used Chinese app, WeChat, has created a distinct national digital mindset, specifically representing a unique narrative form that can be leveraged to gain more spontaneous and unmediated responses from Chinese consumers.
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.
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