Intro

JD.COM - Chinese New Year Campaign

JD.com is China’s leading one-stop e-commerce platform, providing 226.6 million active customers with direct access to an unrivalled range of authentic, high-quality products, and helping leading local and international brands tap into China’s fast-growing e-commerce market.

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Challenge

Change 

the perception of the relationship between e-commerce companies and delivery couriers so that it is recognized as mutually supportive rather than exploitative.


Make clear 

that couriers work during the Spring Festival of their own volition, to achieve self-fulfillment and further their career goals.


Relatively 

limited budget

Objectives

Promote JD.com’s dedication to high-quality service and enhance consumer connection with the brand.

Increase consumer awareness of the “No Closing During Chinese New Year Campaign” and achieve higher consumer engagement.

Creative Solutions

Partnership

Partnership with media outlets, key opinion leaders and independent media to widely communicate branded content (videos, images, etc.) to increase the overall impact and generate higher awareness of the campaign.

Increased Brand Impart

Produced creative video content on how consumers view working during the spring festival holiday. Uploaded the creative videos onto popular online video platforms to go viral and generate buzz among target audiences.

Increased Public's Awareness

Utilized different media outlets and influencers’ voices to share the brand’s proposition with the target audience and transmit the brand’s core message, “No Closing during the Spring Festival,” with the target audience.

Media Strategy

Leveraged portal websites and news apps for broad coverage  to reach target audience with branded content.

Utilized video content to better tell a story that engages the audience

Partnered with key opinion leaders to engage and drive branded conversations among the target audience

Created multimedia content for social media platforms to generate buzz and UGC content among the audience

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Key Results

200

Million people in China reached

100000

Average views of branded WeChat posts

3.8

Million views on various video platforms in three days


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