Project Background
Douban.com, a MySpace.com website, started its business with books, music and movies. But it has never done a brand promotion in the past decade, leading to incomprehension or even misunderstanding by the market. Now, with so many users and media holding back to see, how will Douban.com start its first marketing campaign?
Solutions
I. Review the past decade, focus on the spirit cores
From books, movies and music to Group, City, FM, Things and Radio, Douban.com functions constantly goes deeper and deeper at spiritual level. Now, the extensive and magnificent Douban.com family has been an irreplaceable part of millions of Douban.com users’ spiritual world. Thus, we created the brand image “The Corner of Our Spirit” and made it the breakthrough of Douban.com brand promotion.
II. Forge poetic image style, explain the spirit values of Douban.com style
Aware of the independence of our users’ mind, we made an innovation by combing the first perspective filming with GoPro camera and the later stage film reproduction in making films, adopting a poetic and film-style narration and monologue. This video displays the spiritual course through different life stages and periods, showing the progress that Douban.com has made in the past ten years in exploring and satisfying people’s spiritual needs. Then, we defined Douban.com with a clear and unique brand symbol, “the corner of our spirit”, and showed the market its innovative interpretations.
III. Connecting online and offline markets, making Omni-channel propaganda
For the first time, Douban.com made brand promotions in subways and airports where there is a massive audience. We made creative packaging, concept posters and attractive games on bus bodies, billboards and in stops. By doing so, we connected the online with offline publicity, creating the Omni-channel for publicity, and maximized the effect of it.
Results
I. Shortly after the publicity video of Douban.com came online, 2,040,000 views were recorded (statistics from Tencent.com, Youku.com and so on), which set a new record of publicity of Douban.com.
II.The new slogan “the corner of our spirit” was appreciated by the users, and became the hot topic on the internet. The slogan was searched for 8,300,000 times.
III. The unique way of filming and the high quality of the video not only contributed to the innovation of the form of TVC, but also gave rise to lots of discussion and spontaneous transmission from both internal and external of the industry. Consequently, Douban.com gained unprecedented attention and propagation.
IV.This video attracted the attention of users and media on the first brand promotion of Douban.com, making it a hot social event.