NETEASE VIRTUAL EDITOR-IN-CHIEF WANG SANSAN

TitleNETEASE VIRTUAL EDITOR-IN-CHIEF WANG SANSAN
BrandNETEASE
Product / ServiceNETEASE NEWS
EntrantARKR DIGITAL Shanghai, CHINA
Idea Creation ARKR DIGITAL Shanghai, CHINA
Media Placement ARKR DIGITAL Shanghai, CHINA
PR ARKR DIGITAL Shanghai, CHINA

Credits

Name Company Position
Allen ZHANG arkr GROUP IP Innovation Head
Stan XU arkr GROUP Creative Director
Spark WU arkr GROUP Senior Copy

The Campaign

Instead creating one campaign, we created an icon that acts as a long term brand assets for Netease News - The first News category super IP : Virtual Editor-In-Chief Wang San San Wang San San was not just an icon, instead he acted as a sharp tongue journalist who lived in the real world. The Grass Mud Horse in Chinese has the same pronunciation as WTF in English, which was symbolic to the brands’ conviction to challenge news conventions. Under Wang San San, we helped Netease to create four activations, each one took an innovative approach to challenge news conventions.

Creative Execution

Four activation were launched under the virtual editor-in-chief Wang San San. One: Protect my rights to winter underpants A Co-created underpants products with a series of “animated fashion posters” conveyed the message “Stay warm in winter to reassure your parents” Two:Smog Fairytale A special Netease news version immersed fairytale style writing into pollution news as an effort to inspire youth sustain their childlike positivity against the worsening environment. Three: April Fool’s Park A co-created activation inviting top social influencers to host “foolish” activity in cities across China. Four: Animated Time travel lover A H5 interactive integrated Autonomous Sensory Meridian Response technology with top voice cover talents to create a sensorial and sexy news reading experience.  

23.3% of Netease users became youth under 25 years old, the most percentage of users of this age amongst all news applications. Activations totaled 110 million impressions with 2.9 million participations. DAU/MAU of Netease both became category number one.

Under one icon - Netease News Virtual Editor-in-Chief Wang San San, four activations were launched, each activation used a different platform that best brought to life the Wang San San icon. The first activation were co-created with ACfun.com, one of the biggest ACG platform in China. The second activation used Netease owned platform - Netease news application. The third activation leveraged social KOLs but recruited youth to join in activities offline. The fourth idea was mobile driven which featured a HTML interactive.

After investigating youth, we learnt that youth today are not attracted by news, rather, they are attracted by personalities, which is the reason for their love for social key opinions leaders. With this discovery, we realized Netease needed a face, a vibrant personality with the ability to gather followership, a voice that can start a two-way conversation with young readers. Thus, together with Netease created the first news super IP – Virtual editor-in-chief Wang San San.

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