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In China, People Cover Brands’ Online Videos With Snark

By adageeditor@adage.com (Angela Doland)


A company has to be adventurous to engage on a platform where people’s comments get plastered onto their brand visuals. The English-language initials “WTF” are a recurring theme on branded video. A Coca-Cola water brand, Ice Dew Chun Yue, posted a quirky campaign video inspired by the platform’s anime vibe; reactions ranged from positive to puzzled, and one commenter remarked that “the water doesn’t taste good.”

“You have to be very open-minded and accepting, not to focus on the positive or negative of what people say about you — the key thing is they are talking about you,” said Sharon Ho, business director of BBDO Proximity in Shanghai. “If you want to talk to this group of consumers, you cannot control them. If you want to stay in touch with them, let them express themselves. If there’s a rule, it’s that.”

BBDO Proximity Shanghai just made a Bilibili video for Braun shavers featuring humorous, absurd man-on-the-street interviews. Silly humor can play well, and brand content should be tailored for the platform, where young people go to escape pressures from family, school and work.

A company has to be adventurous to engage on a platform where people’s comments get plastered onto their brand visuals. The English-language initials “WTF” are a recurring theme on branded video. A Coca-Cola water brand, Ice Dew Chun Yue, posted a quirky campaign video inspired by the platform’s anime vibe; reactions ranged from positive to puzzled, and one commenter remarked that “the water doesn’t taste good.”

“You have to be very open-minded and accepting, not to focus on the positive or negative of what people say about you — the key thing is they are talking about you,” said Sharon Ho, business director of BBDO Proximity in Shanghai. “If you want to talk to this group of consumers, you cannot control them. If you want to stay in touch with them, let them express themselves. If there’s a rule, it’s that.”

BBDO Proximity Shanghai just made a Bilibili video for Braun shavers featuring humorous, absurd man-on-the-street interviews. Silly humor can play well, and brand content should be tailored for the platform, where young people go to escape pressures from family, school and work.

Continue reading at AdAge.com

Source:: In China, People Cover Brands’ Online Videos With Snark

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