China Social Media Roundup: October
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 x Tmall
On the fifth year of the launch of its warmth collection "Hot Skin” (热皮), Bananain, together with Tmall, sent out invitations to followers from 34 provinces and cities, inviting them to explore the beauty of China in this winter.
In addition to posting an interactive article on the brand’s official WeChat account, Bananain also drew attention on Weibo through the hashtag topic “start to look forward to winter after reading this” (#看完想过冬天了#), and released multiple rounds of promotions to increase attention. By the end of September, this topic had engaged more than 3 million views on Weibo, and the WeChat article views also exceeded over 13k.
The promotional video released at the same time received nice reviews as well, where Bananain sincerely narrated its wishes almost like an old friend, talking about the efforts to recycle wastewater, join the zero-carbon project etc., to reflect the brand's humanistic care and environmental protection pillars, so that the brand's core values are displayed.
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Tmall x Asian Animals Fund AAF
During the Back to School season, Tmall together with AAF launched a creative & cute video to inform the public about the harm caused by cats’ “balls” (蛋蛋) and encouraged people to effectively control the number of stray cats through sterilization - not just to help cats prolong their lives, but also reduce illnesses and other issues.
The hashtag topic "Cats help Cats" on Weibo under this charity campaign has gained more than 60 million views through cooperation with KOLs and brand donations (brands who donate will receive an official certification).
In addition, Tmall has also organized a TNR science exhibition (TNR: T=Trap N=Neuter R=Relase) in collaboration with Tsinghua University, set up a stray cat Q&A interactive wall, and opened a stray cat-themed pop-up store to increase its influence and further expand to offline student groups.
Taobao x Tmall Fashion
In order to address the potential troubles of elder consumers when dressing, Taobao x Tmall Fashion launched an initiative for the wardrobes of Da Ye (大爷, a popular way to call elder men in China, especially in Beijing). Whether it is an engineer, academic or a common man living in Hutong (胡同) who walks his birds and plays chess, white vests have become the all-purpose item.
Funny videos + posters vividly show elder consumers’ demand for white vests: seamless inside, cool with silk, warm, large size, quick-drying, stylish. This also turns young people’s attention to “silver-haired groups” (银发族) daily life. By searching the keyword “Elder men’s choice of white vest” (爷选白背心), it has further broadened the consumption scenarios of basic items.
VERSACE - Holiday Campaign
With the National Day holiday approaching, Versace launched a mini program called “Fall in Shanghai with Versace” on WeChat, inviting users to appreciate the autumn season in Shanghai by walking around, listening to historical stories, visiting offline stores to upload photos, and the chance to win Capsule Toy (扭蛋) coupons to exchange small gifts from the brand.
The mini-programs are designed with great care, even the audio stories are specifically narrated in Shanghai's native language. By running this campaign, all the Versace Shanghai stores are presented together, and it also caters to most people’s choice on spending vacations in the city with travel inconvenience.
