My Digital Insight

When I was in the U.S., I only used WeChat for chatting and sharing photos in the friend circle. Until I was back to China, I realize I can’t live without WeChat because I need to use it all the time. Start from morning, I must show the Health Code from mini program to enter the building to work. In the noon, I order my lunch from KFC mini program and then pick up from nearby KFC. After work, I spend some time to read news from novel mini program. Basically, I spend 90% of time on WeChat, the rest 10% is on Farm Hero every day. My Most Recent Used Mini Program: top two-health code & KFC~ What Is WeChat Mini Program? WeChat Mini Program is an application that can be used without downloading and installing. It realizes the dream of “At Your Finger Touch”. Users can open the application by scanning QR code or searching program name on WeChat. Users can read, listen to music, shop, play games, find locations and etc. By using WeChat mini program, we can save both phone storage space an...

For marketers and advertisers, having creative skill is very important for our jobs. If we want consumers to love the brand and buy the product, we must show something creativity to inspire the audience. Yes, everyone is saying to be more creative. But, How? As adults, it may hard to be creative because we are not children anymore. We don't like to image; instead, we become to accept our realistic life. Is that fun? No! The Lego Group has launched Rebuilt The World global campaign to inspire children to nurture their creative skills. They want all children to open the wings of imagination. Who says "blue" must in blue? Fish revenge: Teamwork matters Everything is born in a purpose Anything is not realistic in the real world can be true in your Lego world. You can play alone to develop the problem-solving skill or you can play with friends to develop teamwork skill. All those creative, problem-solving and teamwork skills are extremely n...

In September, KFC launched a new game "I Love You, Colonel Sanders! A Finger-Lickin' Good Dating Simulator". Basically, at the beginning of this game, the players are students and learn cooking skills in the school. Then, they have to PK with competitors to enter the new level. Besides learning cooking, players will also develop complex relationships with all the 9 major roles in the game. Want to find true love or a true friend? It's up to you. Different stories will end differently. My Brand Insight: From a branding perspective, it seems that KFC wants to transform from "old grandpa" to a "dream husband". I could tell that KFC wants to look younger and fit in the youth market. This dating simulator game definitely targets the young female audience who love KFC and play video games. Those female audience, especially who are single, are more likely to addict to this game because they are seeking for a relationship and imaging to date...

What could make our life happier? Probably candy is one good answer. Dum-Dums created a simple cartoon ad to show how lollipops could make our life pop. The "Make life Pop" ad doesn't have any words, but it clearly shows all the main benefits of the lollipops. Fulfill your energy. Express your sweet love. Make your family especially your kids happy. My Thought: This ad is very simple. Even though it doesn't have any words, it tells a good story about how Dum-Dums lollipop make our life pop.  The ad target audience could be anyone who loves to eat sweets. The lollipops could bring us energy, express love and make us happy. To make our life less stressful and more happiness is simple, just have some lollipops.  For products like candy, it is super competitive in the market. What could make people remember your brand? Make a creative ad is one way to raise brand awareness. We all know that the audience love creative ads, ...

One common way to celebrate the brand anniversary is to introduce the limited-edition product. How to make this limited-edition product even more special? Celebrity endorsement seems a good idea to raise brand awareness and promote the new product.  Can any celebrity be a good spokesperson for the brand? Most brands would like to invite celebrities or influencers who are similar to their target audience and have enough popularity. However, what if your product targets on almost everyone? Heinz Tomato Ketchup is for people who love ketchup. Ketchup is a very common and popular dipping sauce on the table. Many American restaurants put one bottle of Heinz Tomato Ketchup on each table. To celebrate 150 years anniversary, Heinz worked with Ed Sheeran to launch limited-edition ketchup, which is named "Edchup". This limited-edition bottle of Edchup features a variety of  Ed's tattoos and signature. There was a total of 150 bottles, and 104 of them had given away in o...

Every brand has its own way of success, but in the long run, not every brand can breakthrough itself to success over and over time in every new competition.  Probably, "want to be success" is the trap to limit brand growth and innovation.  Most brands only stay at the product branding stage, instead of add additional great value on the brand.   In order to breakthrough, brands should not only adjust their tactical strategies but also upgrade brand value and thinking. What reasons cause brands hard to breakthrough? Reason One: Blind Confident About  Themselves The biggest obstruct of brand breakthrough is that brands always feel too confident about themselves.   Brands like to blindly confident about their products and service. When they achieve a big marketing goal such as win the NO.1 sales in certain channel or a certain category, they feel super good about themselves.  However, brands are painful to breakthrough to a larger mar...

Challenge One: Content Distribution System has Changed Brands normally create attractive content and then distribute those content in different channels like YouTube, TV, Social Media, Magazine , and Radio.  For some channels, many young customers especially the Gen Z are not interested at all. When they drive, they listen music from iPhone; when they watch YouTube, they skip the ads immediately after it runs 5 "long" seconds; when they scan Facebook, they just ignore the ads; when they watch TV, they choose to take a break as the ads show up. Nowadays, Young customers want to be themselves and promote things in their ways.  For example, they like to watch live streaming videos. Me too. I love to watch beauty live videos and learn some good recommendations. According to 2019 Live Streaming Statistics , 80% of customers prefer to watch live videos from a brand then read a blog. 63% of people aged 18-34 watch live streaming content regularly. 47% of live stre...

I buy whole milk every week for my family, but I never drink milk because I don't like its smell and taste. Recently, I see a marketing post talked about Oatly milk which is very popular oat milk in these years.  Unfortunately, it is too popular to buy one. It is out of stock in Target and Starbucks near me.  Why is it sell so fast?  What's the secret(s)? About Oatly  Oatly is a Swedish oatmilk brand. Oatly is founded in 1994, Oatly was the first manufacturer to produce and sell oat milk. It turns fiber-rich oats into nutritional liquid food that is perfectly designed for humans. From Oatly Marketing Strategy: BARISTA+ One Product When Oatly was expanding to international markets, they focused to launch only one product: Barista Edition.  The Barista Edition of Oatly suddenly wins many young customers' hearts. As more and more people care about nutrition and vegetarian food, it definitely offered a new and great choice for many customers....

Recently, McDonald’s teamed up with superstar Nicholas Tse and star chef Ramón Freire to launch limited signature crafted burgers in China. Each star created one special burger and named after himself. This time, McDonald’s brings  “Nicholas Cool Spicy Chicken Burger” and “Ramón Crispy Beef Burger”. Nicholas Cool Spicy Chicken Burger From the McDonald Chinese Official Website Ramón Crispy Beef Burger From the McDonald Chinese Official Website In addition, McDonald’s adds limited “Honey Mustard Fries” and “Nicholas Cookies Bubble Tea” as afternoon tea choices. Honey Mustard Fries From the McDonald. CN Cookie Bubble Tea from McDonalds.cn This is not the first time for McDonald’s to team up with superstars to launch signature crafted burgers. Last year, McDonald’s teamed up with star chef Ramón Freire to create two premium burgers: “Mexico BBQ Chicken Burger” and ” Egg Beef Burger with Creamy Nut Sauce”. From Sohu News According t...

Summary: After we create the content, we need to maintain current content regularly.  We want to make sure every piece of content is up to date, accuracy and useful for our users. In addition,  we always want our content are consistent across all the channels. Key Study Notes from the Course: Maintaining Your Living Content: Break up section of your website and concentrate on them Delegate a section to one person or focus on that section for a few week Make sure all the content is up to date Creating a Content Strategy: Content Strategy focuses on: what new content will be adding and updating in following months or next year influencing the direction of the website helping users and SEO Keeping the website relevant Content Governance: It means who owns the content and who has the responsibility and the authority over pieces of content. You need to make sure that your content meets the required level of quality. Your content should be: ...

From the study of website user experience, I have a better understanding of how UX impact branding and customer online behaviors. In this post, firstly I will share my insight about how customer shopping behavior change, then I will share my analysis on UX walkthrough study for Zara. Customer Shopping Behavior: Past V.S.Now Basically, customer shopping behaviors have been changing all the time. 20 years ago, we didn’t know we could shop online because online shopping didn’t exist at that time. Customers usually captured promotion information from TV ads, newspaper, posters, magazines, or just visited the store. Now, when people want to shop, the first thing they usually do is SEARCH . According to  the digital study ,  94%  of online shoppers conduct research before purchasing and  61%  of online shoppers use search engines to discover information when shopping online. (compete.com) In the past, people evaluate a brand only based on its product an...