Background

Brief on the Spring Festival Public Service Videos of Arena of Valor Leader in its field in advocating positive energy, Arena of Valor will remain a socially responsible brand during the Spring Festival. General requirements Target viewers: general public, not a specific group(gamers/the young) Content target: the game is of positive social value to the Spring Festival/family reunion. No brand damaging Gaming contents not required, connection with the value required No closeness with the Spring Festival “Reunion” theme, but related to Spring Festival activities Insightful original ideas, not flashy. Entertaining, no bitterness/extreme cases Start with territorial cultures Main outlet: social media(WeChat/QQ). Spreading is important, no public service Ads. Filmmaking In single or serial (≤3). Consistent packaging required if in serial Video length 15s-30s, 2min at most Graphic poster is required Hand in before Jan 22nd

Describe the creative idea

Creation target: Game itself carries no meaning unless is endowed with the meaning of life. Game has long been deemed as “poisonous” to the family among elderly Chinese. In this project, we, in the name of games, would advocate people put aside games and get together with the family, relishing the precious moments being with our loved ones. Mostly importantly, I strongly recommend players have respect in their family and in their life. Treasure every moment spent with the family. That’s how we boost Arena of Valor’s brand affinity and create a friendlier image.

Describe the strategy

Focusing on the youth groups in 20s and 30s among WeChat users; existing users of King of Glory; potential users of King of Glory. The majority of King of Glory users and platform users almost overlap, attempting to take in new platform users. During the traditional Chinese New Year holiday, King of Glory advocated its users to fight well in this game of “reunion with the family for the New Year” with their spirit in playing the game, to keep good company with the family and to respect every moment when they stay together with the family.

Describe the execution

Main outlet: social media(WeChat/QQ). Spreading is important, no public service Ads. Filmmaking In single or serial (≤3). Consistent packaging required if in serial Video length 15s-30s, 2min at most The release period is from January 27, 2019 to January 29, 2019. Budget of project around RMB 1,000,000.

List the results

The total exposure of advertising is 14,694,100 times (to independent users), and the number of users reached is 6,046,419, which means the number of times per capita is 2.43, and the average duration of stay is 10.30 seconds. In total, there were 268,100 clicks from users participated in advertising click interactions with a total click interaction rate of 3.54%, of which the video had 226,567 clicks, and 41,533 likes and comments. Active sharing by users made the brand spread again in the chatting among friends and Moments, and bringing 131,935 additional users for spread and 754,137 times of additional exposure in total. 14 million of exposure of the brand proposition and the anniversary theme was achieved thanks to TVC contents and the advertising at Moments, effectively bringing new users in and activating existing users and elevating the brand preference among users.