Creative Execution

JD 618 is a full aggregation platform attracting different kinds of business owners to create value. With the concept “in the middle of the year”, all together 12 brands promote itself within a 6.18 sec.-video for each one. Each video was filmed freely stating its own band culture, specialization and the its image among the consumers “in the middle of the year”. After reproducing and editing, 12 short videos formed into a “brand growing process” film, the concept was spread as “it’s time to enjoy the fine goods and lit the fire of love”.

The short film was first released on Weibo, the most popular Chinese social entertaining platform on 15th, May,2018. On that day, single day playback figure of the short film surpass 30,000 times, and, the figure of online playback exceeded 1.5 million just within 10 days, meanwhile, “Reposting and Like” statistics reached 122,043 times from the viewers of the short film.

JD 618 distinguished and consolidated its own promoting concept to build a more continuously and inclusively social platform.With the platform, through the communication between consumers and brand owners, DJ 618 implants the idea of “Value the value Chain”,that is, making profit for everyone on JD 618 platform.