The Campaign

Having a huge advertising market, China hasn’t fully developed its potential in terms of social advertising. Through the cooperation with Cannes Lion, we suggest TSA to unprecedentedly elevate the vision of Chinese marketers to global level and make China creativity thrive. After defining the theme, we formulate a message house to specify what resources TSA can contribute to the advertising industry in China, and finally come up with a three-step core concept: from Insights to Engagement to Action. We intend to seize this opportunity to generate intensive discussions of improving Chinese advertising industry, thereby accomplishing TSA’s image transformation.

Execution

In consideration of the event scale, we suggested Tencent Social Ads to focus on vertical field. After early selection, we invited 43 media included marketing, technology, new media, marketing KOLs. The event targets industrial key opinion leaders, people who are interested or work in the advertising industry and most importantly, their customers, who are willing to take unconventional ways to drive sales or strengthen brand image. In consideration of the event scale, we suggested Tencent Social Ads to focus on vertical field. After early selection, we invited 43 media included marketing, technology, new media, marketing KOLs. To reach the target media, we arranged different key messages for different types of media and customize invitations for them. We invited top-tier industry-related media to ensure our message was delivered to our target audience. To further enhance media diversity, we invited iQiyi, a well-received Chinese online video website, to shoot a feature program so that our target audience receives the message in different angles.

Tier 1: Media Outputs • 130+ media coverages in total, including a feature program by iQiyi, a well-received Chinese online video website. • 100000+ views of articles released in WeChat, with 12 million users engaged. • 92.9% of the attending media expressed satisfaction to the content and the whole event. Tier 2: Target Audience Outcomes • The key words of Tencent Social Ads won 550 % increase on Baidu Index • 4500+ subscriber increase on the day of conference solo • Generate intensive discussions of improving Chinese advertising industry.

The Situation

Tencent Social Ads is one of the most recognized ads companies in China, while Cannes Lions is the world-famous creativity festival. The cooperation between two creativity industry giants is obviously of great significance to the Chinese creative. In allusion to the press conference of their cooperation, we helped to clarify the key messages, conducted the communication plan, and organized 8 media interviews.

The Strategy

This cooperation between Tencent Social Ads and Cannes Lions aimed to boost China’s potential, helping Chinese creatives to take their places on the international stage. Thus, leaders of 4A agencies, creatives, and advertisers can be regarded as the target audiences of the launch event. Telling a B2B story in B2C way was the core strategy for TGPC. Thus, we took advantages of designed posters and viral social mini-sites to clarify the concept of Sharing in terms of startups, the public, economy, science, and technology. Telling the story in a macro-view was the core strategy for this event. We brought the cooperation between TSA and Cannes Lions to a China-World level. We chose Campaign and Vmarketing, representative media each from Occident and Orientation to interview Davis Lin, the leader of TSA, to position TSA as the leading marketing platform which is committed to empowering creativity and innovation from East to West.