Case Study
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Tangrams Strategy & Effectiveness Awards, Silver, 2019
KFC, a fast food restaurant brand, launched online pocket stores over Christmas on WeChat to encourage sales across China.
News
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15 November 2019
With policymakers in China yet to reach a consensus on how to protect consumer privacy, one consultant argues they should look to the California Consumer Privacy Act (CCPA) for guidance rather than the EU's General Data Protection Regulation ...
Case Study
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Tangrams Strategy & Effectiveness Awards, Silver, 2019
Coca-Cola, the soft drinks brand, increased market share and brand love in China by launching an Augmented Reality (AR) experience on Baidu that connected young people through games and live maps.
News
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15 November 2019
Chinese e-commerce giant Alibaba generated sales worth 268.5bn yuan ($38.4bn) during its annual Singles Day global shopping festival, but behind the headline figure comes the news that more than one million orders were placed and paid through voice ...
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
GU, a fashion brand and UNIQLO's sister brand, increased awareness and sales in China by featuring meaningful messages on its clothing labels to reunite consumers with their families during Chinese New Year.
Article
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Research on WARC, November 2019
This GroupM report recaps the pre-sale, warm-up and breakout periods of key e-commerce players in China like Tmall and JD, who are seeking market growth from new users, new categories, new consumption occasions, and new content.
News
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14 November 2019
To connect with consumers in China, there’s no escaping WeChat – but to only have an account is as bland as just having a website and brands will not get the engagement they seek.
Article
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Jenny Chan, WARC Exclusive, November 2019
Singles' Day 2019, akin to Cyber Monday or Black Friday in the US, has raked in more cash in the bank than 2018 and hit US$38.4 billion in gross merchandise volume worldwide, though the GMV number doesn't tell the complete story.
News
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12 November 2019
As another record-breaking Singles Day unfolded Monday – sales on Tmall alone hit 10 billion yuan in little over 90 seconds – three environmental NGOs have highlighted the issue of the packaging waste generated by such events.
Article
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Research on WARC, November 2019
Looks at how social commerce (the buying and selling of goods on social media apps) is emerging as rising ad costs on e-commerce in China steer brands towards this trend.
News
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11 November 2019
French hospitality group Accor and Chinese e-commerce giant Alibaba have entered into a five-year strategic partnership to develop a series of digital applications and loyalty programmes to improve the travel experiences of Chinese consumers.
Article
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Research on WARC, November 2019
This report by KAWO combed through articles from 30 news sources and found 109 crises affecting 97 brands from 16 industries, with the worst outcome resulting in the brand either being banned from China or forced to take drastic action, like cancelling an event or redirecting a flight.
Case Study
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MMA Smarties, Gold, X (Global), 2019
Castrol, a lubricant oil brand, created a WeChat mini-program that not only educated independent Chinese mechanics on the brand's products but also increased brand engagement through activities and special in-app offers.
Case Study
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MMA Smarties, Gold, X (Global), 2019
KFC, a fast-food brand, developed an AI-prediction algorithm that allowed Chinese gamers to get live information on their League of Legends games through the brand's app, while increasing its sales.
Article
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Jenny Chan, WARC Exclusive, November 2019
China is gradually changing its attitude on data privacy after blatant data breaches, with the most recent high-profile scandal involving Chinese fintech company Samoyed Holding, accused of collecting mobile phone information without consent.
Case Study
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MMA Smarties, Gold, X (Global), 2019
With the launch of its Airmax 720 product, the footwear brand Nike launched a competition focused on user-generated creative content, which led to increased brand engagement in China.
Case Study
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MMA Smarties, Gold, X (Global), 2019
Lay's, the potato chips brand, increased its e-commerce sales by launching a social-media viral video campaign in which Chinese consumers lip-synced a monologue heavily featuring the chips' characteristic crunchy sound.
Case Study
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MMA Smarties, Silver, X (Global), 2019
Nike, the footwear brand, increased brand awareness in China by launching a campaign that let teenage footballers capture their perfect moments on the pitch during the quarter-final season of the World Cup.
Case Study
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MMA Smarties, Silver, X (Global), 2019
Nescafé, an instant coffee brand, partnered with a famous virtual celebrity to create a campaign in which young Chinese consumers could unlock a personalised message by scanning Nescafé bottles.
Case Study
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MMA Smarties, Gold, X (Global), 2019
Nike, the footwear brand, developed a socially enabled WeChat platform that allowed Chinese consumers to chat with friends and live-stream the All-Stars Weekend games, while delivering Nike content and product information.
Opinion
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Allison Zhang, November 2019
Marketing during Singles Day is becoming more and more challenging. Allison Zhang compiles a list of the major changes from last year.
News
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05 November 2019
As Western brands look to China for growth, there are signs that, for US brands at least, this year’s Singles’ Day event may be a disappointment as shopper sentiment is affected by the US-China trade war.
Article
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Mike Pearson, Admap, November 2019
Examines how a wave of creative, innovative mash-ups between brands in China is appealing to Millennials and Gen Z, fuelling social media.
Research Paper
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Research on WARC, October 2019
This WE Red Bridge and Kaleido Insight whitepaper discovers that Chinese consumers are having elevated demands about localized brand purpose, but brands themselves are not prepared to deliver.
News
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31 October 2019
The male beauty market is China is exploding as men embrace products like serums and sunscreen – and even lipstick – they are re-defining the traditional industry playbook for brand creative, product innovation and experience design.
