Ren Media
+44 208 4468853
Ren Media
+44 208 4468853
Published on 9th March 2010
If you need a great example of how Chinese social media is being used, take a look at the great campaign being run by agency Profero for the UK Pavillion at the 2010 Shanghai Expo.
The UK Pavillion claim to be the only national level participant at Shanghai Expo to have invested such significant resource in a digital media presence.
See here for the blog post.
"Our Expo website incorporates the functionality that Chinese users respond to; but it is our work on digital marketing campaigns that truly sets us apart. Since starting our UK@Expo “buzz” campaigns to coincide with the launch of the Expo website, expectations have been far exceeded: we have received nearly half a million effective viewers. The number of people who have engaged on the topic of the design of the UK pavilion, and the search for a nickname for it, has been 1500% above our objectives; and the total number of clicks/views almost 350% of target (with 42,000 views and 2500 comments). 90% of all comments have been positive about the UK pavilion; with the remaining 10% neutral. Discussions for a nickname for our Expo pavilion already run to 67 pages on one site; the same site has also recently launched its own nickname campaign for the top 10 Expo pavilions, very much following our lead with a successful idea.
It’s been important in our approach to reflect the distinctly different preferences among Chinese users for the look, feel and most of all the functionality of social networking sites."
You can see the UK pavillion site here and their Douban group here
Great to see that organisations are starting to wake up to the possibilities of using social media other than the holy triad of Facebook/Youtube/Twitter. And great to see that Douban was chosen for the campaign, one of the most accessible, user friendly and best designed of the China web 2.0 sites out there.
