The Campaign

In the past five years, startups and companies on open platform harvested gross income surpassing CNY 16 billion from the platform, through efforts made by the Internet service provider and partners. We suggested TGPC to transform the strategy from “open” to “share”, calling for the whole industry to take on sharing as the development principle and cooperate together to make a difference. Moreover, we recommended Fuzhou as the host city of the 2016 TGPC due to its historical and geographic characteristics that can relate to “sharing”.

Execution

We clarified the concept of “sharing” by calling for the whole industry to take on sharing as the development principle and cooperate together to make a difference. 7 different designs of topic posters combining historical and geographic characteristics of the city were released in advance, introducing Fuzhou as the “Sharing City” in China. We clarified the concept of Sharing in terms of startups, the public, economy, science, and technology via viral social mini-sites, in order to tell this B2B story in a B2C way. Before the conference, a letter from Pony Ma to every partner surprisingly appeared in the media and on social networks, conveying the importance of shared resources. Pony, Tencent’s iconic figure, became the initiator and advocator for Tencent’s “sharing movement”. From September 22nd to 24th, over 330 media members were invited to Fuzhou to witness the grand meeting, and over 10 media interviews were arranged.

• Attracted more than 50000 participants and generated 6 million online traffic • 10000 media coverages in total, including total 60 minutes of nation-wide TV reports from 16 major TV medias • 8 live streaming platforms reported this event with 2 million audiences engaged • 600000 WeChat users tweet and retweet news and contents about 2016 TGPC • The key words of Tencent Open Platform won 358% increase on Baidu index • The Startup service platform from Tencent was officially launched. This platform will create a vast network of shared resources among startups, leading to more growth and stability

The Situation

As the most influential Internet conference, Tencent Global Partners Conferences (TGPC), gathering entrepreneurs, IT talents and developers around the world, is a highly significant annual event that ignites current Internet landscape and sets tones future technological development. We helped Tencent Open Platform (TOP) to clarify the key messages, conducted the communication plan, and organized over 10 media interviews during the 2 days conference.

The Strategy

Tencent Open Platform (TOP) is designed with a simple, zero-threshold application creation procedure that greatly shortens the app creation and revenue stream timelines. Thus, early stage startups, entrepreneurs, IT talents and developers can be regarded as the target audiences of TOP. We suggested TGPC, as the most influential Internet conference, to invite over 300 media included technology, new media, tech KOL, general media, and Fuzhou local media in Great China. Telling this B2B story in B2C way was the core strategy for TGPC. Thus, we took advantages of design poster and viral social mini-sites to clarified the concept of Sharing in terms of startups, the public, economy, science, and technology. For media, we customized the key message for different types of media and arranged different spokesperson for them. Moreover, we communicated with key media to plan the in-depth feature in advanced in order to get good coverage.