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Greater China PR Campaign of the Year


Gold
Campaign Title

Kindle Voyage: Re-Igniting a Love for Reading in China
Client

Amazon
Agency

Weber Shandwick

While reading is a pastime shared by many in China, sales of e-reader devices never really took off. Most readers preferred paper books, and as far as reading electronically was concerned, mobiles and tablets worked just fine. This was partly due to Amazon prematurely promoting e-readers before it was authorized to sell the Kindle in China back in 2012. So as Amazon prepared to unveil its most advanced e-Reader device yet – the Kindle Voyage – Weber Shandwick weaned Chinese readers off their mobile devices and convinced them to adopt the Kindle Voyage. The agency did this by targeting active readers who are also highly active on platforms such as Weibo and WeChat. 70 million social media impressions were generated when online conversations were ignited by leveraging the social clout of China’s seven most influential key opinion leaders in the fields of literature, publishing, travel, music and fashion. These online conversations set the stage for Amazon to highlight the Kindle’s features while positioning reading as a fashionable pastime. An interactive quiz hosted on WeChat added a competitive dimension to consumer participation. Sales for Kindle devices hiked by 40 per cent following the campaign, but Weber Shandwick’s strategy was not only effective in driving sales. It also succeeded in propelling a social movement for reading, with more than 150 million impressions and 14,000 posts on social media smashing targets initially set. 

Silver
Campaign Title

Budweiser 2014 CNY Campaign — Bringing a global icon of celebration to China
Client

AB InBev
Agency

@comm, a content driven integrated communication agency with 4C

Last year’s Chinese New Year, being the Year of the Horse, presented an especially auspicious and once-in-twelve-year opportunity to leverage an icon of the Budweiser brand in a culturally-relevant way. The agency made the Budweiser clydesdale fit naturally into an old and well-known Chinese saying of “When The Horse Arrives, Success Follows”. By using the Clydesdale to represent the horse, Budweiser messaging was incorporated into the most important time of the year in China. Appearances of the Clydesdales in three consumer-facing events were positioned as a bridge between American and local cultures, attracting CCTV and more than 150 media outlets to report on the brand’s activities for the first time. The Budweiser 2014 CNY Campaign reached an audience of more than 733 million, and total PR value generated from mainstream media more than US$12 million. 

Bronze
Campaign Title

Haobaba "Good Dad" Classroom Across China Campaign
Client

Guangzhou Liby Enterprise Group Co. Ltd.
Agency

Hill+Knowlton Strategies China

Brand differentiation is a major challenge for laundry detergents in China with more than 190 different brands. Chinese consumers are also more price sensitive when it comes to household products like laundry detergents. Quziba, a high-end detergent brand under Liby Group, needed to strengthen its differentiation points. Using the insight into Chinese fathers assuming much less parental responsibility than their spouses, Liby decided to renaming the Quziba brand to “Haobaba” (translating to “good dad”) while also calling for greater awareness of the important role fathers play in the welfare and development of their children. The campaign for the re-branded Haobaba also turned conventional detergent marketing on its head by primarily targeting men. With a total PR budget of RMB1.6 million, Hill+Knowlton challenged perceptions of gender roles in traditional Chinese parenting culture. With the end goal to position Haobaba as an expert on fatherhood, Liby teamed up with authoritative organizations such as the All China Women’s Federation, China Women’s Development Foundation and Chinese Academy of Science, in addition to securing KOL endorsement and pitching to traditional media. Special fathers-only meetings were held in 5 cities across China while the first nationwide research report on Chinese fatherhood was published. Subsequently, discussions on social platforms with the “Haobaba” hashtag even surpassed buzz volume surrounding the concurrent 2014 World Cup with more than 380 million impressions recorded. The campaign also generated more than 500 pieces of original coverage. Most evidently, sales increased 573 per cent compared to the same period the year before.