We found our target audience, Chinese advertiser and market group of people are well-informed and getting used to receiving fragmented content. Based on this insight, we decided to use a funny storytelling way to bring out the client marketing solution superiority.

It comes out the creative idea THE FIRST MARKETING MASTER IN CHINA. By re-interpreting a famous Chinese folklore, Three Kingdom episode, we reveal the marketing wisdom under these historical stories.

We selected the most typical customer with real marketing cases, inviting our customer to appear in the 3 Kingdom video, play a historical figure

, let them answer the marketers’ biggest concerns based on different pain points and business scenarios. Then offer our solutions and make they believe in the marketing solutions we provided.

We produced 2 videos based on the stories of the Three Kingdoms (Borrowing Your Enemies’ Arrows and make an alliance), revealing our marketing advantages including Massive Platforms, Multiple Touch Point and Strong Interaction with Consumer in a funnier way. Invite our customer to be the actor/actress of the film.

It took 3 months from creativity, production to launching. The advertising campaign lasted for 2 months.

The video was placed on both online and offline mainstream media which including video websites (Tencent Video, etc.), social media (Weibo, Zhihu, etc.), magazines (VMarketing, etc.), Social KOL on WeChat (Marketing Academy, New Marketing, etc.), Mobile APP and Conference.

With whole-media operation through multiple channels, the campaign 100% covered the key clients and agencies (the KPI of the previous year was covering 80% key clients and agencies), exceeding the average value of simultaneous new media interaction. Brand awareness was increased by 2%, and brand preference by 2%.

Weibo Topic #The Amusing Marketing History of Uncle Kong Ming# successfully ascended to the Weibo 24h Hot Topic List, ranking 7th with 3.81 million reading rates, which quadrupled the expectation. The 3 initiated topics on Zhihu(Chinese Quaro), which invited KOL of marketing and Internet to answer, achieved 160,000 page views.

First class international brands’ perception of the brand was strengthened and they started to seek cooperation.