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

To make clear that

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

To promote’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 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.

Key Results



People in China reached


Average views of branded WeChat posts



views on various video platforms in three days

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