China Social Media Roundup: December
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.
Bananain蕉内: 12.12 & Year of the Rabbit Year
Three days before the December shopping festival ’12.12’ Chinese loungewear brand, Bananain, launched its “New Year Red Project” along with a magical animation video "Wan Tu Wan Tu” (万兔万兔). “Wan Tu” not only means hundreds and thousands of rabbits in Chinese but also is the homonym of “12” (One, Two).
Through this clever play on words, the video illustrates the zodiac culture with the cartoon visual image of rabbits, expressing New Year's wishes in cheers, such as: ‘wish the god of love visits you’, wish everyone gets rich’, ‘wish the pandemic will end soon’…
In addition to the 12.12 discount offer, the red series items for the Year of the Rabbit, jointly launched by the brand and the artist are also available in the store.
View the WeChat post here
NEIWAI: Peter Rabbit Collab \ Take a family portrait in Hippocampus photo studio
NEIWAI collaborated with the world-famous IP, Peter Rabbit, to launch limited New Year sets suitable for the whole family. In addition, the brand teamed up with the popular photo studio Hippocampus to invite customers who have purchased the Peter Rabbit sets to take family portraits at a price of no less than 599 yuan per package.
This campaign, both in terms of the photo package promo and partnership with Peter Rabbit aligns perfectly with the brand DNA and is a great warm-up for the upcoming Chinese New Year.
View the WeChat post here
Xianyu闲鱼: There's always something in this world you want to keep precious
As the largest second-hand trading platform in China, Xianyu is committed to discovering young people's love of life.
According to statistics, more than 2.8 million 'showcase' items have been released to Xianyu in 2022, with a price tag of ¥9,999,999", these items are "only for show, not really for sale” (只晒不卖). Based on this interesting phenomenon, the platform has set up a special theme page, focusing on young people who love to post their own ‘weird’ precious goods.
This campaign further enhances the emotional connection between users and the platform, and also attracts organic interest from the public.
HEYTEA: Four-day New Years Tea Party live-streamed on Douyin
HEYTEA chose to live-stream a New Years Tea Party on Douyin (TikTok) from Dec. 29 to Jan.1. During this four-day live-stream, in addition to the vivid presentation of the brand and products by two hosts viewers were also treated with music performances, 10,000 drink discount vouchers and New Year gift packages.
This is a further exploration of the brand in the form of live-streaming, and it also breaks the established thinking of traditional New Year marketing, bringing something refreshing with full sincerity.
View the WeChat post here
