China Social Media Roundup: August
This is a series from our weekly newsletter in which we share a roundup of our favorite social media posts from the previous month including why we thought they were so fantastic and what other brands can learn. Make sure not to miss out on the most recent campaigns, get the newsletter delivered directly to your inbox.
Helena Rubinstein x Manner Coffee
High-end skincare brand Helena Rubinstein (HR) and urban boutique coffee brand Manner Coffee collaborated for a fun summer campaign. Through the interesting twist on the buzzword "爷青回" (yé qīng huí - my youth is back), HR promotes its green bottle cream “一夜青回” (yī yè qīng huí - rejuvenated overnight) with Manner's limited edition drink “一杯青回” (yī bēi qīng huí - a drink that makes you feel young).
During this collaboration, HR extends their reach outside of the normal luxury crowd and Manner Coffee is able to gain access to HR’s customer base, allowing both brands to expand their reach into new segments.
Check out the campaign video on Chinese video platform Bilibili here
Speaking of brand collaborations... a little plug for ourselves! We're proud to be featured in this exclusive Q&A with Jing Daily on the topic of brand collaborations. Read the full article here.
Now back to talking about our favorite posts 👇🏼
DEEPURE 帝泊洱
After more than two months of lockdown, at 9am on June 25, Shanghai announced: We are back! Shortly afterward, a campaign message appeared in many elevators: "In tribute to the city, 200,000 "Shanghai is back" commemorative cups will be given away for free."
This clever campaign from tea brand DEEPURE attracted considerable attention and enthusiastic participation in only a short time. By the end of the campaign on July 10, all 200,000 cups had been sent out. Consumers posted their orders on major social media platforms, making positive comments, which further expanded the influence of the brand.
Compared with the stereotypes of elevator ads (often painfully straightforward and shouting slogans), DEEPURE chose to show respect to its target consumers. The key selling point as a healthy tea provider was placed in a secondary position, instead of attracting target groups to actively search and participate. A brand that not many people knew before suddenly became a hot item.
Valentino
For this year's Qixi Festival (Chinese Valentine’s Day) Valentino outlined a picture of modern love that spans distances under the campaign theme, "All Around Love”. From customized music videos, limited edition couples clothing (with pattern designs that spelled out the complete brand logo), to a romantic, interactive WeChat mini program game "invite your lover to draw a heart together”, Valentino delivers enjoyment while also acknowledging the heartache from separation some lovers may face due to the pandemic and other reasons. The whole campaign brings comfort and resonates from a timely, emotional point of view, building consumers’ favorable view of the brand.
View the article in your browser
Bananain
Bananain, a brand well known for creativity, delivers once again by arousing curiosity through a great article title; "Chinese Valentine's Day has changed”. The content illustrates the "strange little stories" between lovers through interesting and cute dynamic graphics, making people smile after reading.
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JOJO
A previously unknown domestic sparkling wine brand, JOJO, has gone viral on social media platform Xiaohongshu (RED) with unique creative content and copywriting. It uses an exaggerated close-up of the face of an old man for the eye-catching visuals (self-proclaimed “大爷”dà yé, a buzzword in China; “你大爷还是你大爷” for example). “大爷” Dà Yé is similar to "your old man" in English - a patriarchal figure known for giving advice such as "don't spend money on frivolous things", "choose a safe career path" etc. In the past, young people would have rolled their eyes at such advice, but now with the downturn of the economy, rising debt, and looming uncertainty many young people wish they would have heeded dà yé's warnings. JOJO acknowledges this collective shortcoming and invites millennials instead to "drown out one's sorrows" with their sparkling wine.
View the brand account page in your browser
