Title | THE X DANCE |
Brand | LEE JEANS |
Product / Service | LEE JEANS |
Category | E06. Co-Creation & User Generated Content |
Entrant | McCANN HONG KONG, HONG KONG |
Idea Creation | McCANN HONG KONG, HONG KONG |
PR | McCANN HONG KONG, HONG KONG |
Production | McCANN HONG KONG, HONG KONG |
Name | Company | Position |
---|---|---|
Spencer Wong | McCann Worldgroup | Chief Creative Officer |
Michael Li | McCann Worldgroup | Executive Creative Director |
Poppy Qian | McCann Worldgroup Shanghai | Creative Director |
Michael Li | McCann Worldgroup | Executive Creative Director |
Anthony Yeung | McCann Worldgroup | Senior Art Director |
Anthony Yeung | McCann Worldgroup Hong Kong | Senior Art Director |
Ryo Xu | McCann Worldgroup Shanghai | Art Director |
Chau Siu Fung, Kenson Chan | McCann Worldgroup | Art Director |
Florence Kong, Jaslin Goh | McCann Worldgroup | Managing Partner |
Morris Pun | McCann Worldgroup Hong Kong | Account Director |
Lem Jiang | McCann Worldgroup Shanghai | Senior Account Manager |
Zero Kwok | McCann Worldgroup | Senior Account Director |
Morris Pun | McCann Worldgroup | Account Director |
Florence Kong, Jaslin Goh | McCann Worldgroup Hong Kong | Managing Partner |
Zhao Wanyu | McCann Worldgroup Shanghai | Planning Manager |
Irene Ho | McCann Worldgroup | Account Manager |
Jeannie Lee | McCann Worldgroup | Agency Producer |
Liao Lijia | McCann Worldgroup Shanghai | Planner |
蔡輝 | 上海栩輝文化傳媒有限公司 | Photography |
Michael Chan | McCann Worldgroup | Head of Print Production |
Henry Wong | Kitchen Digital | Digital Production |
Cherry Ye | Craft Creations | Producer |
Leon Tang | UM | General Manager |
Martin Chan | Sparx Production | Producer |
Lam Sheung Ting | Sparx Production | Director |
Mike Li | UM | Association Business Manager |
Carina Wong | UM | Associate Planning Manager |
Penny Chow | UM | Head of Society |
Margaret Mok | UM | Executive Director |
Enders Liu | UM | Associate Director |
We created the X-Dance, tailor-made for DouYin, included different simple X-shaped choreography moves in a fun and engaging way. A dance music was also created for this purpose. So teens can not only use it as BGM for re-creating their X-Dance choreography but also anytime and anywhere to express themselves on DouYin. We launched the dance video as 30s native ad for 3 months only on DouYin. We also bought 5s standard preview for 1 week to attract users to click and watch the full ad. The connection from awareness to engagement and to purchase was made convenient with a click to purchase button to buy the items that the dancers were wearing in the Lee’s e-commerce store on their mobile easily.
It went viral! Teens from all over China copied the X-Dance, and even improvised to create their own X-Dance moves to upload and share their videos again throughout DouYin. Within 3 days, total impressions of the original X-Dance reached over 22 million on DouYin. With a 15X higher-than-average click-through-rate, this translated to over 4.9 million views and 450,000 likes. We have also successfully directed the online traffic to Lee’s e-commerce store with a simple click while watching and sharing the dance video. After a month, the fan base for X-Line increased by 83%, and the sales conversion rate increased by 114%. We also achieved an all-time record-high of 378% growth in sales revenue. (Comparing to same period in previous year)
Our target audience was 16 to 23 years old Chinese teens, who spent a lot of time in the digital world. Although they are seldom expressive in the public, we spotted an emerging social trend, with video sharing and social networking morphed into one mobile experience which allows them to express themselves freely. It is such an addictive and potential trend among teens, so we decided to invest our limited media budget on one single media channel: DouYin, China’s Number 1 short-video social network app. 1. Targeted Awareness: 85% of users are under age of 24yrs and it has reached an average of 10 million daily user-base. 2. Engagement potential: UGC is made easier like never before on DouYin, it will enable co-creation of our Lee content. 3. The app allows placement of purchase link that can directly drive traffic to the e-commerce platform.