China Social Media Roundup: June
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.
McDonald’s
McDonald's published a book for their new employees, dubbing them "new tomatoes” based on the color combination of their working uniform. The book collects practical advice from long-standing McDonald’s employees into a creative graphic book, as well as a short video. The campaign not only attracts attention in a cute way but also highlights McDonald's attentive and caring company culture where guests and teams help each other.
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SeeSaw Coffee
To celebrate the tenth anniversary of the brand, SeeSaw Coffee, who has famously launched innovative co-branded products in the past, co-branded with itself. In a nod to its 10-year history the coffee brand met its former self across time and space to develop a fun collection. Interesting concepts coupled with attractive limited-edition products show sincerity and humor to consumers.
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Bananain
The loungewear and basics brand Bananain has launched their new sunscreen clothing line, cleverly named after a popular Chinese summer food - Liangpi. They produced distinctively creative video and photo assets which generated excitement across social media platforms. At the end of their WeChat post Bananain offers one of the new items as a prize to 10 lucky users who leave a comment telling which color they will wear.
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SUPER PLANTS
A cool new brand which aims to sell everything related to plants. They recently launched a line of oriental incense sticks with a variety of plant scents on Earth Day. Customers are invited make their home smell like a forest with a variety of different packs to choose from.
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ENWEIS
Renowned intimates brand NEIWAI has developed a reputation for their edgy, body-positive campaigns which challenge society’s unrealistic beauty standards. ENWEIS is another domestic Chinese brand that has made waves through echoing similar sentiments as NEIWAI, connecting with their audience with real, authentic messaging. Through their themed short film “the piece of underwear I choose”, they interviewed six women with different backgrounds, trying to return the right of choice to individual women under the purpose of diverse beauty.
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