3. WE ARE
A global marketing and technology
agency, blending strategic, creative,
media and technical expertise to
create business value.
4. We help transform businesses for
the digital age …
… by leading them
through innovation to make impact
5. Insight
Creativity
Distribution
The Individual
The Brand
Bought, Earned & Owned Media
Strategic Insight
Services
Engagement
Context
Stories
Conversation
Channel
Campaigns
Awareness
Over a petabyte of inf o
analyzed every month
Over 200 awards in 2012
Over $1bn digital media optimized annually
250m monthly online interactions
350 data scientists globally
9 Cannes Lions (including 2 Grand Prix)
350,000 API calls per minute
14 BN monthly user sessions
OMMA (US) & Marketing (Europe) Agency of
the Year
Digital Business Design
44m community members actively engaged
6. We are the world’s most
complete
digital agency
7. Creativity
Insight
Customer database
• Transaction
• Engagement
Mobile
& Web
Distribution
• Advocate management
• Influencer engagement
Video
• CRM
Identity resolution
• Loyalty
• Presence
• Activity
• Social CRM
Email
Interest mapping
• Connections
• Interests
• Influences
• Motivations
• Programmatic buying
Social
• Social targeting
Context
• Location
• Environment
• Current affairs
• Channel
• Competitive pressure
Physical
• Personalized experiences
Experiential
• Applications
• Customized content
• Branded utility
Individual insight
Think, feel, say and do
Display
Rich Media
8. The largest marketing and technology network in the world:
5,700+ people across 48 offices
UK
Edinburgh
London
Nordics
NORDIC
S
250
US
Atlanta
Boston
Chicago
Connecticut
Detroit
LA
New York
Philadelphia
UK
800
US
A
2350
GERMA
NY
330
W.
Europ
e
Cairo
800
São Paulo
Buenos Aires
UAE
Beijing
Guangzhou
Hong Kong
Nanjing
Shanghai
Taipei
Seoul
Wuhan
Xiamen
Tokyo
Hefei
Chengdu ASIA
India
Europe
Amsterdam
Brussels
Berlin
Cologne
Hamburg
Munich
Paris
Madrid
Milan
Zurich
China
Denmark
Finland
Norway
Sweden:
Goteborg
Malmo
Stockholm
Lagos
Johannesburg
Ahmedabad
Bangalore
Mumbai
New Delhi
PACIFI
C
970
SE Asia
Bangkok
Ho Chi Minh
Jakarta
Kuala Lumpur
Manila
Singapore
Sydney
Auckland
9. CHINA REACH AND SIZE
9 EXISTING OFFICES
(SHANGHAI / BEIJING /GUANGZHOU /
CHENGDU / XIAMEN / HEFEI / NANJING /
ZHENGZHOU /HONGKONG)
11 COVERED CITIES
(SHENZHEN / CHONGQING / WUHAN /
HARBIN / KUNMING / FUZHOU
/HANGZHOU / NINGBO /XIAN /WUXI
/ZHUHAI )
We are the LARGEST social media
marketing service provider in China:
350+ people across 9 offices
Have worked with over 200 top brands
12. OUR MILESTONE
2013
2012
2010
2009
2008
2007
Dec.2008
24 staffs
Apr. 2007
4 staffs.
Aug. 2007
11 staffs
Jun.2010
1 st subsidiary
Dec.2009
60+ staffs
2 New office
(Beijing & Guangzhou)
( I nnovation)
Dec.2010
100+ staffs
1 video producing
( Le nx)
1 CRM firm
( Simone)
1 Online Buzz C onsulting
( BuzzReader)
Partnership with several
4A agencies.
Nearly 350 staffs .
5 firms
10 offices
6 cities
Acquisition of
Net@lk.
DigitasLBi now
is the Largest
social media
marketing
service provider
in China
200+
program
1st big brand
Adidas(Still our client
today)
20+ big brands
The OLP campaign Adidas
/ UPS / Philips /Mentos /
Starbucks…
40+ big brands
60+ Big brands
13. SERVICE PORTFOLIO
•
•
•
•
Account Design
Activities & Social Apps
Content Creation
Campaigns
•
•
•
•
Content Strategy
Platform Strategy
Distribution Strategy
Buzz Angles
•
•
•
•
Brand Perception
Target Audience
Competitive Analysis
Product Environment
•
•
•
Creative
Development
Account Creation
Account Maintenance
Updates and Interaction
Account
Management
Strategy
Planning
Media
Relationship
Market
Research
Social
Editor
Monitoring
& Tracking
Viral Video
Production
Lenx
Buzzreader
•
•
•
•
•
No. of Fans, PI, UV
Level of Interaction
Sentiment
Key Word Performance
Campaign Impact
•
•
•
•
Concept Development
Script Writing
Production
Post Production
•
•
•
Media Partner MGMT
Platform Management
KOL Management
•
•
•
Fan Interaction
Topic Seeding
Trouble Shooting
14. Our Innovation
Social initiatives for PEOPLE influence & intimacy
Social platform TECHNOLOGY development
Buzz
Connection
Impression
Fan amount
SOCIAL CREATIVE
(TALK / ENERGIZE)
CONNECTING THE FEW –
KOL & Platform
(SUPPORT / EMBRACE)
Engagement
Participation
(Reply/Repost/UGC)
Fast Moving Social
Creative & Activation
{Micro-blog}
KOL Program
(Loyalty Program)
Community management
{Micro-blog}
Sales contribution
Sales leads
Mobile Context Brand Story
{WeChat}
Brand as a service
{WeChat}
Social CRM
Upgrading service
SOCIAL DATA FOR SOCIAL
INTELLIGENCE
(LISTEN)
Social Trend Report
Social Monitoring
{Interface}
Social Data Mining
Social Research
Social Listening Product
New service
15. CHINA DIGITAL CAPABILITIES
Creative
SEO SEM
Tracking Monitoring
Media Buying
Website Design
KOL Management
Viral Video
Digital Strategy
Email Marketing
Branded content
Website Develop
Tech & Production
Mobile
Account Planning
Social Planning
IWOM
Data/Analytics
20. CHOCLAIRS MMM
CASE STUDY
Objective
MOT Marketing
Choclairs re-positioned its brand in
2012 and was going to build brand
appeal of “Enjoy the Art of Anticipation”
by a hot event
Challenge
- How to ambush brand message in the event
- How to generate viral effect
21. CHOCLAIRS MMM
CASE STUDY
1. Find a hot event
Solution
- H&M had joined
hands with MMM to
launch its new
product on 15 th Nov
that was quite
anticipated by TA.
2. Ambush brand
3 . Viral it online
message in the MOT
marketing
- On the day of new
product issue, four
pretty Choclairs girls
distributed Choclairs
candies to the people
in line drawing all the
attention of public.
- Invite Jiliang in SH and
Happy Zhangjiang who
have huge influence
among KOL industry to
create UGC and attract
more KOL to forward
the news
spontaneously.
22. CHOCLAIRS MMM
CASE STUDY
Campaign Analysis
H&M new product launch was a MOT opportunity for
Choclairs to promote its new concept of “Enjoy the art
of anticipation”. The brand rode on this opportunity
and conducted MOT marketing to influence consumer
Result
Achievement
CEO of Ogilvy & Mather
Praise
Industry tweet
Senior Consultant of
Ogilvy & Mather Praise
- Gain 4,383 engagement
in two days;
- Good reputation in the
marketing industry. The
case has been included in
the classic examples of
viral marketing and also
been considered as a
successful MOT case.
23. TOBLERONE
THANKSGIVING
CASE STUDY
Objective
Special product
design x O2O
- Strengthen brand image of
“Toblerone = Thank you” and increase
purchase intention during the
thanksgiving
Challenge
- How to lead consumer understand that
“Toblerone = Thank you” ?
- How to increase purchase intention?
24. TOBLERONE
THANKSGIVING
CASE STUDY
1. Design “thank
Solution
you” sleeve
- Consumers can use
Toblerone as a great
gift of which they can
write their thanks on
the Thank you sleeve
2. Share thank you
3 . Weibo
on the mini-site
promotion
-Take a photo of the
Thank you sleeve,
upload it, and tweet on
weibo, consumers will
have a chance to win
big prize(ultra book/
camera/ New iPad/
souvenir).
- Such KOL as 杜海涛
to promote Thank you
related content to
inspire consumer.
- An online activity to
drive traffic using ecoupons as incentive
25. TOBLERONE
THANKSGIVING
CASE STUDY
Campaign Analysis
Result
- Special product design to link brand image
with “Thank you =Toblerone”
- The mechanism of campaign site to
enhance brand image and engage consumer
online to offline to boost sales
Achievement
- Generate sales more than 10,000
- 10,391 participants in total
- Gain more than 100,000 engagement during
the campaign
26. ANZ HOBBIT SAFE
VIDEO
CASE STUDY
Objective
Ride on hot film x
Mini-site
engagement
- As part of the partnership of Warner Brothers
and official airline to middle earth, ANZ developed
a number of global asset for Hobbit including a
new safety video, which ANZ is willing to utilize to
announce ANZ as official airline to Middle Earth
and drive Weibo fans to local campaign.
Challenge
- Hobbit movie would be launched months later at
that time and it also has been ten years passed
since Lord of the Rings. It maybe faded from
people’s memory.
- How to make safe video interesting as the video is
not attractive?
27. ANZ HOBBIT
SAFE VIDEO
CASE STUDY
1. Memory pull back
2. Campaign
3 . KOL follow up
promotion
Solution
- Ride on Hobbit and
release some warmup posts to conjure
up the memory of
Lord of the ring and
herald campaign in
advance
- Launch the campaign
site in which
participants could get
a gift as long as they
got correct answer
when watching safety
video
-KOLs make live report ,
leading to expand
campaign influence
28. ANZ HOBBIT SAFE
VIDEO
CASE STUDY
Campaign Analysis
- Release content related to hot film of Hobbit
pulling public memory back to the lord of the
ring
- Mechanism set up in the campaign site
enables participants love to watch safety video
Result
Achievement
- Gain 23,862 engagement on weibo
- 13,132 participants in campaign site
- 28,357 interactions in BBS;
- 1,355,724 video browsing
Mini site
KOL Promotion
29. ADIDAS GIRLS
CASE STUDY
Objective
Creative event x
Festival occasion
- adidas girls is going to promote brand
concept of “We are sister” and expect this
concept to resonate target audience
Challenge
- How to highlight ”We are sister” concept?
- How to attract more followers?
30. ADIDAS GIRLS
CASE STUDY
1. Girls topic related to
Solution
2. Conduct offline
“We are sister”
event in the Girls Day
- Collect and analyze what kind
of topic girls are interested in
- Ambush “We are sister”
message in the topic to
generate discussion
- Conduct offline “Girls Privilege
Day” event in the girls day
- A handsome guy will give girls
a ride to the destination and give
them a surprise gift as long as
they push the red button in the
bus stop
31. ADIDAS GIRLS
CASE STUDY
Campaign Analysis
Creative idea with message ambush enable
the event viral online and generate
discussion
Result
Achievement
- Gain 38,000 followers
in only 45 days
- The event was posted
by CCTV NEWS
Event Day
Posted by CCTV
