Brief Explanation

Nowadays branded content is one of the popular new approaches for brands, both international and domestic, to engage consumers in China. However, struggling with the balance between brand's role and content itself, most brands so far have found their efforts bringing little impact compared to the expectation put into them. The reason behind is that Chinese consumers are very sensitive about if the content is 'too obviously commercial' or the brand/product itself is 'too weirdly placed'. All of this makes 'authentic' and 'believable' content the biggest challenge in front of anyone who aims to engage consumers with branded content in China. On the other hand, as TV media is becoming overly expensive, internet has become the the main channel for brands to publish their content, which, in result, requires a meticulously crafted digital media plan another key factor to unleash the full engagement value of branded content.