Nominees-en Category: Sector Awards

“很多护肤品牌会诱导女性产生容貌焦虑。娇韵诗双萃精华眼霜「笑眼自由」，支持女性自由绽放笑容。与旅游渠道进行脱口秀直播、人工智能互动体验等整合营销。除了美妆类媒介和KOL，还利用LOB技术精准定位和影响旅游受众。
活动浏览量超一亿，脱口秀直播观看量超1600万；产品多次售罄；在旅游零售业极大地提高了品牌地位和品牌价值。”

消费者主权时代，SK-II打破传统“销售导向”模式，成立品牌电影工作室。3大维度建立消费者和品牌连接，传递品牌改写命运核心理念及向善向上的力量1)预热和传播阶段通过线上意见领袖影响力内容营销，强化品牌核心理念建设2)沉浸式全球首映礼和“社交零售”快闪店，创新消费者体验3)全平台矩阵推广，定制内容传播精准触达受众。

“Clear has long used sport sponsorship to connect with its male target audience. The brand’s link to sport has been reinforced by years of presence around China’s key sporting properties. However, the male personal care category has become increasingly competitive in recent years as more brands battle for a share of China’s massive male grooming market.

To drive the category expansion to deliver brand growth in 2021, Clear needed to find an innovative way to reach their young male target audience. So it partnered with King Pro League (KPL), China’s top 1 eSports league to facilitate eCommerce conversion. Our strategy had three components to maximise the potential of our sponsorship with KPL in China. By successfully tapping into eSports dynamics and bringing them to life in our marketing strategies, Clear emerged victorious in the eCommerce battle with elevated purchase conversion rate and target audience affinity.”

“As a world-recognized liquor brand, Jägermeister earned fame with its signature green glass bottle and stag logo. However, as the brand rose to fame, Chinese copy-cat brands began to emerge, taking on the identity of Jäger imitating the product’s iconic traits–misleading its consumers and ultimately stealing sales. Consumers were mistaking the knock offs as THE Jägermeister.
Jägermeister overcame this market challenge with the launch of the campaign–Bugger off Copycats, by humanizing the challenge through a collaboration and alternative use of Celebrity Lidan–who also was “victim” of impersonations. Iconic for his highly distinguished appearance and personality, we sourced multiple Lidan’s across China and consumers with similar physical traits–under comparison, we left the consumers with one message–just like Jägermeister, there is only one Lidan.
With this campaign, Jägermeister won back its market share with a 30% sales increase as well as reinstating the brand in consumer’s mindsets.”

“慎点！听了容易被洗脑！
乌苏魔性神曲MV来袭，大家一起“虎闹过猛年”！
虎年来临之际，品牌特别打造自带话题的《虎闹过猛年》贺岁曲，配合全媒介触点霸屏和网友魔性二创洗脑，号召大家一起热热闹闹过猛年，团聚就要喝乌苏。”

“Various ethnic groups live in Taiwan and speak their own languages. We notice that when we talk, we usually use a couple of words from each other’s language. This adoption of simple words from different languages is used because we want to get closer to each other. Coca-Cola wants to leverage this insight to bring everyone closer.

Let’s turn more conversations into cool mixed tongue! We teach you to speak simple phrases in each other’s languages on LINE, social media, and event website. We even invite Taiwan and Mandarin singers to compose a pop song which is made up of different languages. Throw in an extra phrase in each other’s language next time you hang out with friends!”

“As a leading energy company, Shell wanted to bring its new brand strategy “Powering Progress” to life in China by leveraging the Shell Eco-marathon (SEM), a global academic program encouraging STEM students to design, build and operate ultra-energy-efficient vehicles. However, the on-track competition was canceled due to pandemic restrictions. Based on China’s carbon neutrality target and public’s rising awareness of environmental issues, Shell realized that it needed to leverage favorable context and digital trends to move SEM from offline to an iconic online event, while utilizing internal and external resources to engage wider audiences.

To do this, Shell launched the #HowFarCanWeGowith1UnitofEnergy digital-driven IMC campaign, combining impactful visualization, in-depth storytelling, and extensive influencers engagement – Shell increased TA online engagement via a newly launched digital hub, narrated a complete SEM story with digital storytelling and cross-over cooperation, and resonated with wider public via its reality-virtual-combined finale livestream.”

奥迪中国2021上海国际车展社交媒体公关传播项目，以“未来有数”为传播理念，以微博为主阵地，多平台联动，通过各行业品牌及各领域影响力博主共同发声，总裁及原创表情包深度渗透，将奥迪“黄金十年”战略以多元化、趣味化、精准化的方式传递给目标用户。合作10家品牌，超250位博主，曝光量超7.8亿，互动量超120万。