I. Project Background
Douban.com, a MySpace.com like app, started its business from books, music and movies. But it has never carried out any brand promotion over the past decade, leading to misunderstanding of the market. Now, with so many users and media holding the uncertainties to it, how will Douban.com start its first marketing campaign?
II. Solutions
1. Review the past decade, focus on the spirit cores
From books, movies and music to the modules-Group, City, FM, Tattle-tittles and Radio, Douban.com function 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 “My Inner Space” and made it as the breakthrough of Douban.com brand promotion.
2. 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.
3. Connecting online and offline markets, making Omni-channel propaganda
For the first time, Douban.com made brand promotion in subways and airports where there is massive audience. We made creative packaging, concept posters and attractive games on bus body, billboard 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
III, Results
1. In this project, the HTML5 attracted more than 1,170,000 times’ visits after it was put online, which has set a new record for Douban publicity.
2.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.
3.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.
4. After 5 rounds, the interactive game has won numerous Douban.com followers for its unraveling plots along with the fun it brought. There are so many answers and strategy guides related to how to pass it that a social media topic named “ This Game is Freaking Awesome” was spontaneously formed.
5. 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 give 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.
