My Digital Insight

Being a parent is exciting but also challenging. The new Pampers Ad "Love The Change" tells the true story of being new parents and how a baby changes our life. As a new parent, we may feel fear and worried when the baby throws up. We may be still awake in the late night to hold our baby to sleep. We may forget to bring some baby care supplies when we need it. We may search for our concerns online to get help. No matter how difficult to deal with every trouble, once the baby smile, all we could feel is happiness.  As long as we are together, we want to accompany our baby to change and grow up. A baby brings surprise, happiness, and a wonderful memory. When I see this ad, I feel touchable and real. I am a new mom, too. All these scenes in the Ad I have been through. I was afraid when my baby was crying; I woke up every two hours to feed my baby every night, and I also search for a lot of weird questions on Google. Instea...

Coca-Cola launched a new Coke Plus Coffee in China this summer. It got a lot of attention from coffee and Coke lovers.  The Chinese Coke Plus Coffee ad expresses: "Three points incense, seven points cool, and ten points (very) energetic." It interprets that this new drink smells like coffee, tastes like coke, and feels like a refresh.  So is it a coffee-flavor coke or a coke- flavor coffee? According to Delish  food news, instead of simply being coffee-flavored Coke, the brand reformulated the drink to contain actual coffee, raising the caffeine quantity above regular Coke's 45.6mg. Some Chinese Coke fans created fun product reviews by comparing the regular Coca-Cola add instant coffee with Coke Plus Coffee. In one review, a fan described that Coke Plus Coffee has a strong coffee smell and taste, but the regular Coca-Cola plus instant coffee taste more like coke. Personally, this guy preferred the DIY one. It is an interesting experiment. Of course, even...

In the fashion world, the design is one of the most competitive elements. When people shop for brand clothing, design and style are the key points to make the final decision.  For the Z generation, pursing personality and creativity are common psychological needs. Being cool and different become their main fashion style. Vans catch those young consumer's pain point: to be no one and to be different. They allow consumers to customize their own Vans sneakers online.  I feel very interesting, so I visit the Vans Custom page  to check it out.  There are four categories to customize: men's, women's, kids, and backpacks.  There are eight parts of the shoes you can customize: vamp, quarters, heel counter, binding, collar lining, foxing, foxing stripe, and elastic gore.  I begin to try different colors and features on each part of the shoes.  If you don't like those online features, Vans also encourage consumers to upload an image and make...

Pepsi Cola, a global brand with over one-century-old, has always been at the forefront of global pop culture. They learn and create new way to activate enthusiasm of every generation.  Pepsi China launched the "Pepsi pop up Store" campaign in 2017. Consumers can come to the Pepsi pop up store with the CDK code inside the Pepsi bottle cap and have chance to win the special discount, lottery, and limited fashion product. This year, Pepsi pop up store offers limited bike, white sneakers, and Pingpong set.  image from loftooo.com Create Young Energy In order to fit in young consumer market, Pespi China create young energy by applying popular language and pop songs in the store and campaign ads. Those new energy theme make young consumers feel motivated and excited. From Social Beta Combine Offline Experience With Digital Experience By carefully observing young consumers shopping behavior and learning their psychological needs, Pepsi built the pop up store...

In the world of marketing, there are two main types of "people": brands and consumers (users). Just like definition of marketing, which is the brand to pass the right information to the right consumers through the right channels. What is KOL? As social media becomes one of the most popular channels to promote brands and reach the target audience, the third type of "people" stands out. They are KOL (Key Opinion Leader).  KOL, Key Opinion Leader,  are experts in a certain field, and they have their own fans, so  many brands love to cooperate with KOL to promote new products and reach more target audience.  For example, one of my favorite makeup  KOL on social media is Deepica Mutyala. She has 226k followers. Her makeup tutorials are very popular and fun to watch.  Therefore,  many cosmetics brands cooperate with her to promote the new makeup products. For example, Deepica always teach how to use lipstick to make beautiful and shin...

Whenever I order a small Starbucks coffee, I am always asked "What's your first name?" by a cashier. Even I was the only person to order, they still asked my name. Not only Starbucks, now many other bubble tea brands such as Vivi, Coco, Gong Tea also start calling customer's names. Why does Starbucks write customer name on the cup? What're the benefits to do that? Image from writingelves.com Self-Promotion In the beginning, Starbucks wrote customer names because they received too many orders. Marking down names would prevent mistakes. Later on, Starbucks found that writing names do not only improve work efficiency but also increase brand awareness.   Sometimes (most times) Starbucks spell the wrong name. You think customers will get angry? Actually no. In contrast, people feel Starbucks is not only a coffee shop but also a coffee shop with its own personality.  Image From Memeguy Some customers also make fun with Starbucks. They come up with...

KFC has been come into China for over 30 years. I still remember my first time to eat KFC fried chicken and mash potato at the first KFC restaurant in Beijing.  Meanwhile, the biggest competitor McDonald also came into China soon. Big Mac and Kids Meal was my favorite.  In my mind, KFC is the Chicken Master, and McDonald is the Beef Burger Master. For those 30 years, KFC has become one of the most popular fast food restaurants in China; however, McDonald is not that popular anymore. They are both the largest fast food chain in the world, but why are their gaps are so big in China? What's the secret for KFC to beat McDonald in China? Secret One: Learn & Respect Chinese Taste  From a product respective, before entering China, KFC  began to learn and understand Chinese culture. In 2000, KFC began to invited more than 40 national food nutrition experts to set up the "China KFC Food Health Advisory Committee" to develop products suitab...

More and more people are aware of the importance of health. Many people start doing regular exercise to keep health and lose weight.  Fitness app is a popular trend in recent years.  According to Netimperative ,  health and fitness apps have become widely popular over the past few years, with usage growing by over 330% in the past three years. Many fitness and health app users are loyal to their favorite apps, with 96% using only one health and fitness app. Over 75% of active users open their health and fitness app at least two times a week.  During this hot trend, Chinese Keep App has grown super fast in just four years, from a fitness app to a life-balance platform. About Chinese Keep App Keep App was launched in February 2015. Just like many fitness trainer app, it offers many personalized training courses or sets to allow users work out anytime and anywhere. It is also a social platform which encourage users to share their workout progress and result to m...

FaceApp is one of the most popular App right now. According to FaceApp Statistic , there are about 86 million people use FaceApp. It is clear that people have certain psychology needs to use this app. Therefore, it is also a good opportunity for some business to reach more potential customers who love to use Faceapp.  Image From Google What types of brands could turn those Faceapp fans to customers? Skin Care Brands For people who are afraid of aging, skin care brands can recommend people some effective anti-aging skin care products. In order to reach the best result, brands could teach people how to use these products correctly. Image from medicorx.com Brands can show some new Faceapp photos by comparing the faces "before use anti-aging cream" with "after use anti-aging cream" after people get older age. Of course, the one who use anti-aging cream will look better than the one who don't.  It is not only a way to promote the products but als...