Even In The Middle Kingdom, Sex Sells (But should it?)

Recently, that infamous Uniqlo video showing a young couple having some special “alone” time in the store’s changing rooms spread like wildfire across Chinese social media. All within the space of a few hours. What made it so viral? It was a specific (and popular) place that people knew well. It could have been any changing room, […]

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How Coca-Cola rocks on Chinese social media

Coca-Cola, a brand known for happiness, brought China to tears with its latest TV campaign. In a country where actions are valued over words and strong emotions are rarely shown, it is a testament to Coca-Cola that they reduced Chinese consumers to tears of joy with this TV advertisement. The overall message of the campaign was simple enough, focussing […]

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What do the Chinese really think of us?

In episode 4 of China Exposed, we explored China’s Perception of our own home country, New Zealand. In the West, NZ is renowned for having the world’s best rugby team, but China is a country where “rugby” and “American football” (橄榄球 ganlanqiu) share the same name.  Scratching past the surface, the Chinese are coming here for more than just sheep and […]

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Successful social media marketing in China – 3 case studies

(From Simon: Over the past few months we’ve had the delightful company of Harriet Zhou, our intern. One of her tasks was to find successful examples of what’s working in Chinese social media marketing. Below, Harriet has translated 3 of her favourite case studies from the original Chinese)  card missouri senate bill JiaDuoBao (JDB) We […]

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What is engagement online? 什么是良好的线上互动?
Anika Nafis asks, "what is engagement?"

Anika asks: I just had a question about social media I thought perhaps you could answer. Might be a silly question but what’s engagement? I am asking this because I’m trying to find brands that use different platforms well. What’s interesting is that successful brands on Facebook e.g. Coke and Burberry don’t really “engage” as […]

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What are we watching?

New Zealanders have more taste than the rest of the world.  At least, that’s one conclusion you could draw from YouTube’s “most viewed” stats. (to localise, change the “location” settings right at the bottom of the page) Check out this NZ Herald story about who’s viewing what (featuring commentary from Simon).  Interestingly, the 5th most […]

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Where brand guidelines meet social media guidelines

This very public Twitter incident was a good reminder about the importance of social media guidelines. And it got us at sy-ENGAGE thinking… Where’s the line between brand guidelines and social media guidelines? It’s a very important question for organizations today, for two reasons. http://nofstore.org/large-easy-fast-personal-loans 1. Personal brands are so strong. Everyone has a voice, […]

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The real value of social media

What is the value of social media? It’s a kind of abstract question that comes up in corporate discussions. But here’s a really practical demonstration of the value of social media, on a simple level. Our mate Aidan had a flat car battery. He doesn’t have an AA membership, but he does have Twitter. Our […]

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