Kestrel Lee: Shanghai-based Executive Creative Director for integrated & digital marketing
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Kestrel Lee is an executive creative director based in Shanghai specializing in integrated and digital marketing. With over 17 years of experience in Asia, he has led digital, social media, and integrated campaigns for global brands across industries. He has won over 100 awards for his work and is a sought-after speaker at digital conferences.
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Kestrel Lee: Shanghai-based Executive Creative Director for integrated & digital marketing
- 1. KESTREL LEE RI QIANG Executive Creative Director, Greater China – Singapore – Sydney, GPJ/JUXT. Integrated marketing, social media campaigns, mobile games & apps, ecommerce, digital media planning. https://www.linkedin.com/in/kestrellee/
- 7. LAUNCH OF LIFE_SPACE VIA CHATBOTS, SOCIAL MEDIA , ECOMMERCE & SHOPPER MARKETING Campaign achievements: • Fastest Growing Digestive Health Brand In Australia • Number 1 in social media buzz in China • Number 2 best selling probiotics brand on Alibaba • Case study on Youku: http://v.youku.com/v_show/ id_XMjU1Mjg0MjM2OA==.html • YouTube: https://youtu.be/lh-NxIspb8g • Chatbots case study: https ://youtu.be/QC1_k-25xns
- 8. Education! shopper missions! Insight! shopper missions ! Emotional! shopper missions ! Feedback! shopper missions ! Challenge shopper missions ! REGISTER! http://sunlight.journy.cn/start Babybox! Baby Tree BBS! Official Wechat! Aug 17 to Dec 24 2016! Education mission! UNILEVER ECOMMERCE, SOCIAL MEDIA AND SHOPPER ACTIVATION WITH VIDEO MARKETING
- 9. LAUNCH OF FAST FASHION BRAND VIA WEBSITE, SOCIAL MEDIA, VIDEO, IN-STORE COMMUNICATIONS Case study: hMp://v.youku.com/v_show/id_XMTUwNzAyMzg0NA==.html hMps://www.youtube.com/watch?v=QALy7FUlbDw
- 10. PARKSON DEPARTMENT STORE’S ONLINE-TO-OFFLINE SHOPPER ACTIVATION IN CHINA “We are pleased with GPJ/ JUXT Shanghai’s efforts to launch our online to offline shopper marketing campaigns using social media and in-store event activation for our 60 departmental store in China. They did a great job in this new area of marketing.” – Lim Shea Lee, Senior Manager, Marketing, Parkson Department Stores, China. VIP card launch O2O mobile commerce case study: https://www.youtube.com/ watch?v=UAb3pfaCxgU http://v.youku.com/v_show/ id_XOTQwOTM2MTM2
- 11. NET-A-PORTER CHINA LAUNCH VIA SOCIAL MEDIA, VIDEO, PR, KOL & O2O ENGAGEMENT Case study video: hMp://v.youku.com/v_show/ id_XMTQ4NjkzODA4MA==.html hMps://www.youtube.com/ watch?v=0GqHq1AfCgk
- 12. 恶搞历史四大名著病毒视屏：‘红楼梦’奇想篇 On Tudou with more than 14 million views aZer just 2 weeks: hMp://www.tudou.com/programs/view/ng3h4V5AjqI/?fr=rec1&FR=LIAN Unilever’s viral video campaign to re-launch its Zig Zag popsicle brand in China: Case study: http://v.youku.com/v_show/id_XNDgwODEyNjEy.html https://www.youtube.com/watch?v=zdB-Yrw3cQQ
- 13. Unilever’s viral video campaign to relaunch its Zig Zag popsicle in China: Case study: http://v.youku.com/v_show/id_XNDgwODEyNjEy.html https://www.youtube.com/watch?v=zdB-Yrw3cQQ On Youku with more than 7.25 million views and 15,979 comments aZer just 2 weeks: hMp://v.youku.com/v_show/id_XMzk4MDY5NDEy.html 恶搞历史四大名著病毒视屏‘水浒’奇想篇
- 14. Dove Gifting’s online-to-offline (O2O) social activation Case study: https://www.youtube.com/watch?v=x9Yq-ASSc78 hMp://v.youku.com/v_show/id_XMzM3NTM3MzAw.html We were asked to do a campaign to drive Dove gifting sales 4 weeks before Chinese Valentine’s Day. As Chinese netizens looked online for gift ideas for their loved ones, the agency brought to life an online romance that grew sales and momentum via social networks and PR communication strategy: hMps://www.techinasia.com/dove-weibo-campaign hMp://www.campaignasia.com/ar@cle/case-study-how-dove-leverages-happy-ever-aZer-with-zero-media-dollars/290324
- 15. Dove Gifting campaign: Bringing social gifting to life via Augmented Reality https://www.youtube.com/watch?v=TUQmzUT43E0 http://v.youku.com/v_show/id_XNDgwNTMxMjA0.html Campaign background: With the growing affluence of the Chinese consumers, people grow so used to giving and receiving giZs that giZing has lost its meaning. As the leading chocolate brand in China, Dove sees this decline in meaning as giZing as a key challenge to its strong market share in the chocolate giZing category. Campaign Solu7on - Use Augmented Reality (AR) to bring Dove giZing to life as each Dove chocolates giZ box can now come with a tailor-made giZing experience for the sender and recipient. - By allowing customiza@on of 3D visual, photo, anima@on and messaging experiences, giZ senders can create an interac@ve e-card or message to complement their Dove chocolates giZs to recipients. The recipient can share a video or pictures of his or her giZ experience via social networks. - To promote this new brand-driven digi@zed product experience, the agency provided crea@ve direc@on and ideas across TV channels, point-of-sales, outdoor, online videos, social media, ePR, websites plus iOS & Android mobile plaaorms. Campaign Results - The viral video had more than 3.2 million views in Dec with over 130,000 topic click-throughs in all major China forums in the first week! App downloads were over 100,000 with over 1 million Weibo tweets about this new giZing experience. - Over 3.1 million par@cipants used this AR enhanced giZing plaaorm to create brand-driven 3D giZing experiences from 5 Dec 2011 to Feb 2012.
- 16. Blackberry Southeast Asia: Dream App Factory social-mobile campaign https://www.youtube.com/watch?v=mwoFqt5LiJ4 http://v.youku.com/v_show/id_XNzg5MjcxMjcy.html
- 18. hMp://v.youku.com/v_show/id_XMTQzNDkyNTc1Ng==.html CASE STUDY: hMps://www.youtube.com/watch?v=mvDGQuSw9TM TENCENT & RIOT GAMES CHINA: OFFINE-ONLINE EVENT ACTIVATION
- 19. Continental Tires integrated ATL & online advertising campaign: Casestudy:http://v.youku.com/v_show/id_XOTU5OTA4MDc2.html https://www.youtube.com/watch?v=tJwr6zdlmtk Website: http://v.youku.com/v_show/id_XOTU5OTIzMjQ4.html Webfilm:http://v.youku.com/v_show/id_XOTU5OTAwNzEy.html
- 20. PORSCHE CHINA VIDEO PLUS WEBSITE WITH SOCIAL, MOBILE, SEARCH, IN-STORE INTEGRATION Staging website & video: hMp://juxtstaging.com/porsche/#!/intro hMps://www.youtube.com/watch?v=xNtnPO-nk5E
- 22. TAYLORMADE CHINA SITE WITH SOCIAL, MOBILE, SEARCH, ECOMMERCE INTEGRATION Our new Taylormade China luxury brand site comes with its own CMS website for easy content/page updates that also support brand consistency with a standard site template. This can be reused for future websites hosted in other countries with some adjustments for these markets, such as language, social networks display and aggregation, destination page for buy products, login and signup backend." http://www.taylormadegolf.cn/ "
- 23. Facebook games and video apps for Lenovo & Asus global campaigns: https://www.youtube.com/watch?v=881-J922RR8 http://v.youku.com/v_show/id_XNzUxMzYxNDMy.html? Welcome to YOGA time – where agile cats mimic the flexibility of the Lenovo YOGA.
- 24. Within two weeks, negative chatter totally eliminated, positive buzz began “Children’s Oral Health Education” event coverage drew an ROI of 9.5. By Day 3, negative buzz under control 7.9MM positive Crest impressions DROPPED NEGATIVE BUZZ SIGNIFICANTLY FROM 57% TO 1% CHALLENGE A tweet on Sina Weibo, China’s largest and most influen@al micro-blogging site, sparked a rumor that based on lab tests, Crest TPS contains no fluoride and has industrial waste substances. This generated 10000+ retweets and comments in a short period of @me, spreading nega@ve voice. DISRUPTION Step 1: Shift the negative voice to positive AZer assessment, issued an official statement and lab test report were posted on Sina Weibo before distribu@on to conven@onal media. This and proac@ve interac@on with KOLs controlled the buzz volume and topic trends for Crest. Step 2: Create and drive key positive voice Leveraging a popular social media topic, “Zhenhuan Style”, the first educa@onal tweet “Zhenhuan Style; Toothpaste Ingredient Disclosure” was posted to act as a ‘bridge’ conveying toothpaste ingredient understanding. Step 3: Transforming crisis into opportunity Crest leveraged “Children’s Day” to jointly hold “Children’s Oral Health Educa@on” with the Ministry of Health, aMended by officials, 70 oral health experts and 25 influen@al media. Fluoride endorsement incorporated into a children’s song. MANAGING CREST REPUTATION VIA ONLINE CRISIS MANAGEMENT
- 25. “We are pleased with GPJ/ JUXT Shanghai’s efforts to launch our online to offline shopper marketing campaigns using social media and in-store event activation for our 60 departmental store in China. They did a great job in this new area of marketing.” – Lim Shea Lee, Senior Manager, Marketing, Parkson Department Stores, China. VIP card launch O2O mobile commerce case study: https://www.youtube.com/ watch?v=VIBsB6gy-2o http://v.youku.com/v_show/ id_XOTQwOTM2MTM2 PARKSON DEPARTMENT STORE’S WECHAT CHRISTMAS CAMPAIGN
- 26. Search for 新西兰仙女小⻜ Case study: hMps:// www.youtube.com/ watch?v=y3LnUjagwo http://v.youku.com/ v_show/ id_XOTQwOTM1MDA w.html 4. We develop social & CRM campaigns via Weibo & WeChat AIR NEW ZEALAND’S WECHAT LAUNCH IN CHINA
- 27. 4. We develop social & CRM campaigns via Weibo & WeChat UNIVERSITY OF TECHNOLOGY, SYDNEY: SOCIAL MEDIA CAMPAIGN
- 28. Unilever China: Clear Shampoo HTML website • First @me ever for Unilever China in 2011: A non-flash HTML5 website design while introducing a game- like experience to its product sec@on.
- 31. HP TouchSmart campaign: We came up with the idea of photo-tagging in 2006-2007 before Facebook arrived in Asia hMp://www.youtube.com/watch?v=CqXkfvErPsU The beauty of this Asia-Pacific region campaign is that it revolves around an unique social networking portal that allowed people to tag their pictures, as well as tagging their music pieces to their photo albums or the albums of other people on the site and vice versa. This was done before Facebook arrived in Asia, before Facebook introduced photo-tagging, which made it such a hit with people in the world today. hMp://v.youku.com/v_show/id_XMzM2MjU3NDg0.html
- 32. Adidas Trophy Raiders Facebook gaming campaign for Southeast Asia Campaign video: http://www.youtube.com/watch?v=SGV5FdgUG5U hMp://v.youku.com/v_show/id_XMjkyMjExMDEy.html With this Facebook campaign, we gave the fans the power to change club history for Real Madrid, Liverpool FC, Chelsea FC, FC Bayern Munich and AC Milan on Facebook. While hardcore club fans seek to safeguard clubs’ trophies or victories, casual gamers on Facebook playfully stole these trophies away to change their clubs’ history with each successful raid via history-changing game notifications. Without the use of any paid media as traffic drivers, thousands of new fans participated in a mass hunt of fans codes on blogs, forums and twitter profiles for fans codes that can give them raiding points to steal trophies. In less than 6 weeks, the adidas football Facebook page gained over 130,000 new fans from 4 Southeast Asian countries with a 30% jump in sales of club jerseys (a key campaign KPI).
- 33. Adidas Trophy Raiders Facebook gaming campaign for Southeast Asia Campaign video: http://www.youtube.com/watch?v=SGV5FdgUG5U hMp://v.youku.com/v_show/id_XMjkyMjExMDEy.html Deployed on adidas’ global Facebook page: www.facebook.com/adidasfootball
- 34. Martell VSOP – The Ultimate Start-up Space Entrepreneur Challenge: Case study video: http://www.youtube.com/watch?v=36h1rKVn6iI For viewing in China: http://v.youku.com/v_show/id_XNTI5NDM2ODg0.html
- 35. Martell VSOP brand was associated with the older Chinese-speaking crowd. To engage English Singaporean speakers, we gave a challenge: "If you have 760 square feet of shop space at Clarke Quay, what would you do with it?" Entrepreneurs were asked to send in their start-up ideas as videos and Martell VSOP was able to successfully engage them, while transforming them into brand advocates. This drew the attention and support of venture capitalists for startups while key entrepreneur bloggers aggressively blogged about the campaign and getting their fans to support the campaign. This was a clear seismic shift to a more progressive and entrepreneurial brand perception for Martell VSOP. Campaign accolades as digital lead: - Free monthly coverage by 100 blogs, forums and social networks with large followings in Singapore. - 26.3 million search results for the phrase “ultimate start up space” with a 40% jump in search traffic. - 29,442 accumulated fans on Facebook and 60,111 followers on Twitter - 2.4 million unique views on all social media. - Developed a creative take-over of the Facebook group page via a self-created Facebook banners: http://www.youtube.com/watch?v=- m9QDG-4Mh0 Martell VSOP – The Ultimate Start-up Space Entrepreneur Challenge: Case study video: http://www.youtube.com/watch?v=36h1rKVn6iI
- 36. HP Toyama campaign 2007: Digital-led Integrated campaign video: http://youtu.be/BENvkqRaaLs For viewing in China: http://v.youku.com/v_show/id_XNDMzMDcwNjQw.html The most successful award winning user generated content campaign of 2007 in Asia with over 18,000 search results on Google.
- 37. HP Toyama campaign 2007: Direct marketing mailer
- 38. HP Toyama campaign 2007: Campaign EDM and website
- 39. HP Toyama campaign 2007: Mobile video: http://www.youtube.com/watch?v=kogGY6pI2sY
- 40. HP Asia-Pac Business PC campaign 2006: A self-help book approach to show IT Managers and Business owners what type of cost savings they will achieve by investing in HP Business PCs.
- 41. Hobby: Volunteering for causes with my digital expertise like this United Nations campaign: Spread by word of mouth on Facebook, the campaign generated interest among indie musicians to create songs that sound out the need to free women trapped in human trafficking. The website calculates every interaction on the site as an action that sounds out against the evil of human trafficking. The music content was later re-used as a CD direct mailer sent to the other UN departments and the US embassy: http://soundout.sg