Brief Explanation

Yuesai’s “Buzz My Heart” was an innovative, cross platform online film that centered on the modern day, familiar joys and struggles of 3 young urban women in Shanghai who become friends through a famous blogger who mysteriously disappears. Separated into 8 episodes, "Buzz My Heart's" womens’ stories were inspired by real and controversial online conversations from the Chinese blogsphere. The core of "Buzz My Heart" was the 8 part video series chronicling these stories- - however, the content and the consumer experience spread beyond the video through character blogs, Sina Twitter updates, regular blogger debates, behind the scenes fashion and styling stories and weekly contest based quizzes and polls. To focus on winning the consumers with great content and relevant stories first (without distracting the consumers with a brand that many thought was not relevant to them), the series remained unbranded for the first 4 episodes. Following fifth episode, the Yue Sai brand and product was tastefully intertwined with character stories and online consumer engagement.