Top Marketing Campaign Trends in China in 2019
2019 brought creative marketing campaigns in China from various industries. Our team analyzed the 2019 marketing campaigns and selected ten of the most epic ones for analysis. Some of the trends seen in 2019 that we expect to continue in 2020 were co-branding, social media marketing, and the merging of online and offline advertising. Furthermore, TV commercials have a positive impact on Chinese consumers, especially those that are exciting or humorous.
How two classic brands appeal to young consumers through co-branding in China
Co-brandingis a marketing campaign in which two or more brands work together to achieve mutual marketing benefits. This China marketing campaign combines the market power, brand awareness and seal of approval of multiple brands to increase both brands' customer base, profitability and market share. While successful co-branding in China can bring many benefits, companies must choose their co-branding partners carefully to avoid a decrease in positive brand association that stems from poor collaboration.
2019 was a great year for many'time-honored chinese brandsas they partnered with younger brands to reach a broader, younger customer base. Many "honorable" famous Chinese brands have struggled to maintain a presence in the Chinese market as the age group that is the backbone of consumption in Chinais getting younger.This is mainly due to younger generations' growing discretion in their choice of brands and their preference for an innovative experience over fine craftsmanship. For millennials, the main consumers of today's Chinese market, older brands want to evoke a sense of nostalgia that reaches back to their childhood memories. By co-branding with younger brands, these two older brands have increasedbrand awarenessthroughNostalgiemarketing na China.
1.White Rabbit x Scent Library (大白兔 x Scent Library): Co-Branding e Nostalgie-Marketing na China
White Rabbit is a 60-year-old brand based in Shanghai that makes milk-flavored sweets. In 2019, it partnered with Scent Library, a home fragrance brand, launching a variety of skin care and home decor products, including perfume, fragrance and lotion. All campaign products have been infused with White Rabbit's dulce de leche flavor. The products were strategically launched during Children's Day, sparking a wave of nostalgia among millennial consumers. More than 14,000 co-branded products sold out in the first 10 seconds after the cross-collaboration launched on Tmall on May 23. As a result, the collaboration offering resulted in 15 times more visitors and a 1.6 times increase in sales revenue in the two months since White Rabbit launched its online store.
Scent Library isn't White Rabbit's only co-branding partner. The brand also launched a limited edition lip balm, Maxam(FOR MAY)and a gift box of dulce de leche with agnes.b thatI tested the waterfor his future collaboration with the brand and provided a baseline for his future crossover. Through co-branding in China, White Rabbit benefited from taste, smell and appearance. White Rabbit recaptured target customers and successfully transformed its brand image from an old brand into a classic, elegant and vibrant brand.
[Fonte: Tmall App Co-Branding na China – campanha de marketing White Rabbit x ScentLibrary na China]
2. Chá de Wang Wang x Nai Xue (Chá de Wang Wang x Nai Xue): Co-Branding e Nostalgie-Marketing na China
Wang Wang, a food manufacturer known for rice crackers and flavored drinks,folded handswith Nai Xue Tea this year. Like White Rabbit, Wang Wang also chose to launch its co-branded products on Children's Day, a day when target customers reflect on childhood memories. Collaborative products include Wang Wang milk flavored drinks, Wang Wang milk pudding, Wang Wang logo tea cups, and more. This brand collaboration went viral online and was very successful due to the limited edition.
Marketing Strategies That Use Emotionsare proven to be successful. Furthermore, nostalgia marketing in China often resonates with millennials. Therefore, brands can harness upbeat sentiments and inspire consumers to take action.
[Quelle: Nai Xue’s Tea Weibo Co-Branding in China – Wang Wang x Nai Xue’s Tea’s China Marketingkampagne]
How these two fashion and cosmetics brand collaborations caused a stir in 2019
Many fashion and cosmetics brands have launched co-branding campaigns in China with unlikely partners. Given the limited edition of its merchandise, co-branding campaigns are implemented in Chinahunger marketing, where there is limited quantity or time-limited supply for the product to create the illusion of excessive demand. Launching limited edition in the first round is a good way to test demand for collaborative products and increase supply accordingly. Scarcity can add a sense of luxury to products, adding value to products.
3. Uniqlo x KAWS (UNIQLO x KAWS): FOMO-Marketing na China
In 2019 Japanese clothing brandUniqlo has partnered with KAWS, an American visual artist and designer, to launch a collaborative capsule around the world. This collaboration has gone particularly viral in China. The images of the queue of people running to theUniqlo Chinabuy to grab this collection went viral online. From a total of 22 products,6 million pieces were sold completelyAdditionally, the hashtag #异色库联盟货被挥派# (#Uniqlocollaboration has been snapped up#) reached 470 million views and 5.5 million engagements on Weibo on launch day.
Notably, Uniqlo has released several collections with KAWS over the last couple of years. While market response has always been positive, this year's performance was unprecedented. In fact, perhaps this year's hype stems from Dior's KAWS collection, as well as the public statement that KAWS itself has made on social media. He mentioned that the 2019 collection will be his last at Uniqlo. Both factors likely led to some fear of missing out. Limited temptation has given this collaboration a sort of luxurious side and made it more appealing than ever.
Uniqlo vs. KAWS: The Secret to Co-Branding Success in China | Daxue Advice
[Source: 36Kr China co-branding line – Uniqlo x KAWS China marketing campaign]
4. Perfect Diary x Chinese National Geography (Perfect Diary x Chinese National Geography): Improvável cooperação 11.11 e marketing KOL na China
Perfect Diary released four eyeshadow palettes this year with Chinese National Geography, a magazine similar to National Geographic. This crossroads of different sectors is becoming more and more common in China. The color theme of the eyeshadow palettes mimicked four different geographical landscapes in China. KOLs and influencers were invited to implement the launch anticipation. The level of notoriety achieved by this collaborationmore than 400 million, whileover 130,000 palletswere sold duringDouble Eleven Shopping Festivalem 2019.
[Fonte: Digitizing Co-Branding in China - China Marketing Campaign by Perfect Diary xChinese National Geography]
SINGLES' DAY 2019: Record sales and a glimpse into the future of e-commerce in China
An Outstanding Social Media Marketing Strategy in China 2019
Social Media Marketing in Chinais becoming more and more common. A successful social media campaign can build brand engagement, increase private traffic and increase sales. Major social media platforms in China include Weibo, WeChat, DouyinandXiaohongshu.
5. Starbucks Cat Claw Cup: Pre-Launch Heat Generated by Social Media Marketing in China
Starbucks' Cat Claw Cup, released in 2019, caused an uproar in China. Cups are clear and double-walled with a built-in claw. The claw shape becomes visible when a colorful drink fills the mug. the mugssoldthe day it debuted in offline stores. Due to popular demand, Starbucks released another 1,000 cups online, which sold out in a second.
In addition to being a limited edition, Starbucks used social media such as Douyin, Weibo and Xiaohongshu as a marketing tool for the pre-launch and warm-up. The enchanting prospect generated a great deal of discussion and excitement for the actual release, causing the trophy to go somewhat viral on all platforms. Since it was a limited edition, people were forced to go crazy and fight to claim the trophy. Some would resell it for a much higher price orshow your purchase on social media.
[Source: Zhihu.com Starbucks used social media as a marketing tool in China to showcase products ahead of launch]
Three TV Advertising Campaigns in China That Created the Best of Awareness in 2019
In 2019, there are also many successful Chinese TV commercials. However, unlike co-branding in China, which aims to increase brand awareness in the short term and sales growth in the short term, TVC campaigns in China aim to create and inject brand awareness in the long term.brand equitythrough storytelling. While TV ads may seem outdated compared to digital marketing, the proven fact is that they aremore and more effectivearound the world and can leave a lasting impact on the minds of consumers. consumers generallyExpect some things from TVC's campaigns in Chinaso that they continue to see the ads and consider them successful. On the one hand, an ad can use a story or humor to grab consumers' attention. Second, an ad can be memorable in a positive or moving way. Finally, anad can identify the brand itself and give consumers a better understanding of the brand's core value. Notably, TVC campaigns in China are no longer limited to televisions, as many now appear on them.Online video playback platformscomo Tencent Video, Iqiyi, etc.
Powerful emotional marketing strategies that convey brand equity
6. China Mobile x Migu – What is Peppa Pig? (China Mobile x Migu - What is Peggy): Attracts the heart of Chinese families
'What is Peppa Pig?' is at the top of almost all 2019 ad rankings. The ad serves as a Peppa Pig movie preview and as a marketing campaign for China Mobile. Oadvertising campaignrevolves around a grandfather in rural China who is on a journey to find out what Peppa Pig, his grandson, wanted for a Chinese New Year gift. The commercial went viral with Chinese audiences and was accepted400 million viewson Weibo by the end of 2019.
The story strikes a chord with Neitzens because it connects with the topic.China's rapid urbanization.China's elderly are increasingly isolated from their children, who have migrated to cities. This TVC campaign had PeppaPig set in a Chinese sociocultural context and had repercussions on viewers' relationships with parents or grandparents. In addition, Chinese Mobile also had the opportunity to convey its brand value that can connect and bring together families across China.
How Peppa Pig went from being banned to going viral just before the Year of the Pig | Daxue Advice
TVC's funny and realistic campaigns in China
7. Nike - It's Stylish To Be Talented (Nike - It's Stylish To Be Talented): Play with Chinese dialect with humor
Nike has released some TVC campaigns in China using the Shanghai phrases "够来噻, 才腔调". "来噻" and "腔调", which have a broad meaning. The former is often used to admire someone who has done excellent or impressive work, while the latter means class, class and good taste.
The campaign's most notable commercial waspublished in early November.The commercial shows a faithful guard in search of "腔调" (good taste) for his boss. He tried to find it through different sports and finally gave up. It suggests that style, class, or good taste is built on the strength and courage to master a sport. The commercial is funny but still meaningful where consumers can get the motivational message behind the video. As the campaign addresses the issue across different sports, it also conveys the core value of the "Just do it" brand demanded by Nike.
[Quelle: Tencent Video Screenshot of TVC-Kampagne in China – „It's stylish to be talented“]
8. Cadillac - No rear-wheel drive, no premium (Cadillac - No rear-wheel drive, no luxury): Playing with the Chinese social phenomenon
Cadillac also used a humorous approach to promote its recent TVC campaign in China, titled "No Rear-Wheel Drive, No Premium" or "No rear-wheel drive, no luxury’. The commercial contained a series of eight-word sentences that followed the sentence structure "没有，不算" to refer to various Chinese social phenomena. Heavy social issues are twisted with humor designed to engage and connect the target audience in a lighthearted way. The phrase "No rear-wheel drive, no premium" is repeated throughout the ad. However, the repetition is appealing and perhaps even brainwashing, as the taglines did not appear in a nonsensical order and are linked to other parts of the ad.
[Source: Screenshot of Tencent China TVC campaign video - "Norear Wheel Drive, not Premium": If there is no trap, he is not a boss"]
[Quelle: Tencent Video Screenshot der TVC-Kampagne na China – „Norear Wheel Drive, not Premium“]
Two brands joined the online and offline marketing campaign in China
Asnew trade, also mix online and offline advertising. More and more brands are opting for joint online and offline marketing campaigns in China. Such a campaign can attract attention and cause a stircross channel. Large amount of organicprivate transportmaybe expected. People are likely to post and share on social media when they see or experience an offline event on the road. With a joint online TVC campaign in China, brands are more likely to increase brand awareness and, in these cases, sales.
9. Huawei Mate P30 – 5G Brings Us Together (Huawei Mate30 – Let Distance Overcome Distance)
To promote yourAmigo P30 5GHuawei launched a joint online and offline marketing campaign in China. Huawei cut a piano in half and placed each half in a different city. Passers-by are encouraged to play the piano, and the tones played by each half are synced to the Huawei Mate 30 5G. This campaign not only bridged the gap between people, but also sent the message that 5G can really bring people closer together. In addition to the offline campaign, Huawei also ran a TVC campaign in China that recorded the experiences. Joint campaigns are likely to generate more engagement than a purely online or offline campaign.
[Source: Huawei's joint online and offline marketing campaign in China - "Half Piano"]
10. DeRucci – Dream at the Great Wall of China (Mousse – Dream at the Great Wall Night)
DeRucci organized aConcert on the Great Wall of Chinawith musician Max Richter. The brand invited 350 people to enjoy the 8-hour sleep concert in its branded bedding. While the campaign was broadcast live online, the Weibo thread #长城8小时睡眠音乐会# or in English #8 hourssleeping concert on the Great Wall of China# reached more than 20 million views in just a few hours. This was not only a new shared experience, but also a creative co-branding initiative, as the show was hosted by a world-renowned musician. Also, the campaign was special because it reached the modern eraconsumer life. This event created a spectacular environment and offered people living in the fast-paced society an excuse to slow down, rest and have an unforgettable experience. Clips from the event were shared on social media and went viral, bringing the offline experience online.
[Source: DeRucci marketing campaign in China marketing campaign by China-DeRucci Night]
In fact, there are many successful marketing campaigns in China in 2019. Brands are looking for morecreative channelsand exciting ways to create an experience and deliver brand equity.
Author:Chenyi Liu
How can your brand execute one of the most epic marketing campaigns of 2020?
Start with the right China market research. Brands must first identify theirtarget consumer needsand understand competitors. From there, find creative ways to engage consumers through a digital strategy,the right KOLs, or maybe find a co-branding partner who has the same target audience. Get in touch with our project team atdx@daxueconsulting.comto start yourChina market researchProject.