Challenge

Determine 

how to deliver innovative brand messaging that differentiates Li-Ning from competitors in the footwear market.

Attract Viewers

during a time that consumers’ attention spans are increasingly fragmented.

Creative Solutions

Brand Awareness

Put hard-sell advertising on core media platforms including major portal websites, popular online video platforms and social media outlets like WeChat to drive brand awareness.

Mobile

Provide an engaging “virtual running” experience through the mobile game. Link PC campaign page to a mobile game by scanning a QR code. Leverage celebrities’ influence to drive user interest.

Key Media Metrics

To engage consumers in a fun and interactive mobile running game on WeChat to create an immersive consumer experience. Leverage social media’s power to generate buzz and word-of-mouth.

Key Results

1000000

Reached in total games participation

4000000

Ad clicks across all media platforms reached

10

mm

Shares on the first day of the release


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