The Campaign

To explore and interpret its brand philosophy “Designed for China,” we have introduced the more consumer-friendly online promotional proposal “Better every day,” communicated mainly through the video of the same name.

Creative Execution

June 3rd, H5 on line June 5th, cinema placement advertising June 6th, Eyepetizer push moments' advertising June 8th, the adquan first place of advertising June 10th, the official WeChat pushed June 18th, the 30 anniversary of the festival, VR live

This integrated approach to promotions has generated some encouraging results: 1) Red Star Macalline reported Baidu index search results superior to Ikea for the first time in a decade. 2) Garnered worldwide attention to its brand upgrade campaign, with competing reports made by business, finance, home and other domestic and foreign media outlets. 3) Achieved the record-high views on its official WeChat account and enjoyed push influence comparable to yitiao. 4) Gained an influential presence on Eyepetizer, and securing the 17th spot on the monthly ranking as well as the 8th spot on the weekly ranking, outperforming popular classic advertisements. 5) Red Star Macalline is ranked first on SocialBeta’s must-see cases for one week, and is recommended in the top headlines on adquan.com and digitaling.com. 6) Red Star Macalline occupied a significant part of the marketing world, achieving phenomenal promotion thanks to its ability to access various circles.

Red Star Macalline 30th Anniversary: Designed for China is a campaign executed across multiple platforms include online and offline.

Firstly, online VOD (video on-demand) and cinema events were used to create buzz and anticipation within marketing and media circles. Next: Intense promotion on traditional to social channels both online and offline were utilized to achieve 360-degree coverage. Lastly, the 30th anniversary ceremony on June 18 concluded the campaign, revealing in detail the brand’s plans for transformation and upgrade.