Kestrel Lee is a regional executive digital creative director with over 13 years of experience leading integrated and digital campaigns in Asia. Some of his award-winning campaigns include an Adidas Facebook gaming campaign that recruited over 130,000 fans in 6 weeks with no paid media, and a Martell VSOP campaign that generated 26.3 million search results. He has also led social media, augmented reality, and experiential campaigns for brands like Dove, HP, Nippon Paint, and Unilever in China.

1. Kestrel Lee:
Executive Regional Digital Creative
Director/Integration agent
Specialties: social media, search, gaming and game-fication
plus content marketing and storytelling, as well as leading
and developing digital-led integrated campaigns.

2. Kestrel Lee:
Regional Executive Digital Creative Director, Zeno Asia
• Kestrel’s innovative and award winning digital and
integrated campaigns for global brands such as adidas
Martell VSOP, Mars, Unilever, HP and Microsoft have won
his clients accolades. His Martell VSOP campaign attained
26.3 million search listings for the campaign on a budget
of US$3500, while his adidas Facebook gaming campaign
recruited 130,000+ fans in 6 weeks with zero paid media.
• With 13 years of experience in leading integrated and
digital campaigns in Asia and winning more than 100
digital, creative and effectiveness awards, Kestrel is also a
an unofficial digital consultant to L’Oreal, P&G and
Unilever in China and Asia, as well as being an invited
correspondent with Thoughtful China, The Shanghai
Business Review and China AdSmack. For more
details, check out: http://sg.linkedin.com/in/kestrellee

3. Recent awards:: Excludes above-the-line awards won before 2007
1 Multicultural App Category winner at South by South West's
AppyAwards: Only winning app entry from Asia.
3 campaign features in Contagious magazine 2012 (Dove),
2010 (Martell) & 2009 (HP)
2 Finalists at Asian Effectiveness Marketing Awards 2011:
• Best integrated marketing campaign
• Best small budget marketing campaign
3 Wins at Asian Effectiveness Marketing Awards 2010:
• - Gold Medal - Promotions Marketing
• - Silver Media (Outdoor) - Promotions marketing
• - Bronze Medal - Beverages: Alcoholic
1 AWARDS (Australia) Finalist - integrated campaign
1 Shortlist for best integrated campaign at Beijing’s Digital Media Awards
1 Bronze: Spikes Asia 2010 - Event & Field marketing campaign: Only digital/integrated
campaign win from Singapore.

4. Recent awards:: Excludes above-the-line awards before 2007
2 awards at the Singapore Creative Circle Awards 2010: Only integrated
campaign to win in Singapore
• a. Bronze for Integrated Promotional campaign
• b. Bronze for Integrated Communication Campaign
One Show 2008 finalist in the integrated campaign category:
Asia’s only winning finalist in the integrated category, alongside
McCann’s Halo “Believe” campaign, BBDO/Big Spaceship ’s HBO Voyeur
campaign, Crispin’s BK Freakout campaign.
4 wins at Spikes Asia/Asia Advertising Awards in 2008: 1 Silver, 1 Bronze & 2
Digital Finalists.
4 wins at the 2008 Asia Interactive Awards:
• - Gold for Best Consumer Site,
• - Silver for Best Visual Website Design
• - Silver for Best Use of Animation,
• - 1 Bronze for Best Use of Sound.
3 Bronze awards for site, email and mobile advertising in the 2008 New York
Festivals

5. Recent awards:: Excludes above-the-line awards before 2007
Singapore’s only winning entry in the 2008 New York Festivals Innovative
Awards.
1 Official Honoree and 1 Nomination in the 2008 Webby Awards.
1 Singapore Effies’ online finalist in 2008: HP Toyrama.
2 Silvers (Singapore’s only winning entries) in the 2008 Horizon Interactive
Awards.
Best hardware microsite & outstanding microsite wins at the Internet
Advertising Awards.
2 Silvers at Hong Kong's 2007 Digital Media Awards for Integrated and
Digital categories.
3 Silvers and 5 Bronzes at the Singapore Creative Circle Awards for HP
campaigns: My agency, Arc Worldwide/Leo Burnett, won the most awards in
the digital category.
1 Interactive Finalist at 2007 Golden Drum for HP Toyrama
1 Finalist at 2007 Singapore Effies for HP Inkjet Crayons Campaign.

6. Contents:
- Campaign work in Asia: 2007 to 2010
- Campaign work in China: 2011 to 2013

7. Kestrel Lee:
Selected digital and integrated campaigns
in the Asia Pacific region
2007 to 2010

8. HP TouchSmart campaign:
We came up with the idea of Facebook and tagging in early 2007
before Facebook arrived in Asia
The beauty of this Asia-Pacific
region campaign is that it
revolves around an unique social
networking portal that allowed
people to tag their pictures, as
well as tagging their music
pieces to their photo albums or
the albums of other people on
the site and vice versa.
This was done before Facebook
arrived in Asia, before Facebook
introduced photo-tagging, which
made it such a hit with people in
the world today.
http://www.youtube.com/watch?v=CqXkfvErPsU

9. Adidas Trophy Raiders Facebook gaming campaign for Southeast Asia
Campaign video: http://www.youtube.com/watch?v=SGV5FdgUG5U
Deployed on adidas’ global Facebook page: www.facebook.com/adidasfootball
With this adidas Trophy Raiders campaign, we gave the fans the power to
change club history for Real Madrid, Liverpool FC, Chelsea FC, FC Bayern
Munich and AC Milan on Facebook.
While hardcore club fans seek to safeguard clubs’ trophies or victories, casual
gamers on Facebook playfully stole these trophies away to change their clubs’
history with each successful raid via history-changing game notifications.
Without the use of any paid media as traffic drivers, thousands of new fans
participated in a mass hunt of fans codes on blogs, forums and twitter profiles
for fans codes that can give them raiding points to steal trophies. In less than 6
weeks, the adidas football Facebook page gained over 130,000 new fans from
4 Southeast Asian countries with a 30% jump in sales of club jerseys (a key
campaign KPI).

10. Adidas Trophy Raiders Facebook gaming campaign for Southeast Asia
Campaign video: http://www.youtube.com/watch?v=SGV5FdgUG5U
Deployed on adidas’ global Facebook page: www.facebook.com/adidasfootball

11. Martell VSOP – The Ultimate Start-up Space Entrepreneur Challenge:
http://www.ultimatestartupspace.com.sg/
Campaign video: http://www.youtube.com/watch?v=36h1rKVn6iI
Campaign deliverables award submission page: http://our-idea.net/martell/spikes/d01/index.html

12. Martell VSOP – The Ultimate Start-up Space Entrepreneur Challenge:
http://www.ultimatestartupspace.com.sg/
Campaign video: http://www.youtube.com/watch?v=36h1rKVn6iI
Campaign deliverables award submission page: http://our-idea.net/martell/spikes/d01/index.html
Martell VSOP brand was associated with the older Chinese-speaking crowd. To engage English Singaporean speakers, we gave
a challenge: "If you have 760 sq ft of shop space at Clarke Quay, what would you do with it?"
Entrepreneurs were asked to send in their start-up ideas as videos and Martell VSOP was able to successfully engage them, while
transforming them into brand advocates. This drew the attention and support of venture capitalists for startups while key
entrepreneur bloggers aggressively blogged about the campaign and getting their fans to support the campaign. This was a clear
seismic shift to a more progressive and entrepreneurial brand perception for Martell VSOP.
Campaign accolades as digital lead:
- Free monthly coverage by 100 blogs, forums and
social networks with large followings in
Singapore.
- 26.3 million search results for the phrase
“ultimate start up space” with a 40% jump in
search traffic.
- 29,442 accumulated fans on Facebook and
60,111 followers on Twitter
- 2.4 million unique views on all social media.
- Developed a creative take-over of the
Facebook group page via a self-created
Facebook banners:
http://www.youtube.com/watch?v=-m9QDG4Mh0

13. HP Toyama campaign 2007:
Digital-led Integrated campaign video: http://youtu.be/BENvkqRaaLs
The most successful award winning user generated content
campaign of 2007 in Asia with over 18,000 search results on Google.

14. HP Toyama campaign 2007:
Direct marketing mailer

15. HP Toyama campaign 2007:
Campaign EDM and website

16. HP Toyama campaign 2007:
Mobile viral video: http://www.youtube.com/watch?v=kogGY6pI2sY

17. HP Asia-Pac Business PC campaign:
A self-help book approach to show IT Managers and Business owners what
type of cost savings they will achieve by investing in HP Business PCs.

18. Hobby: Volunteering for causes with my digital expertise such as this United Nations campaign:
Spread by word of mouth on Facebook, the campaign generated interest among indie musicians to create songs that
sound out the need to free women trapped in human trafficking. The website calculates every interaction on the site
as an action that sounds out against the evil of human trafficking. The music content was later re-used as a CD direct
mailer sent to the other UN departments and the US embassy: http://soundout.sg

19. Kestrel Lee:
Social media and integrated
campaigns in China
2011 to 2013

20. Dove Gifting’s Chinese Valentine’s Campaign
https://www.youtube.com/watch?v=x9Yq-ASSc78
https://www.youtube.com/watch?v=ircfefIbz3E
Using the passion of lovers to find online inspiration for CVD
celebrations, a real life love story was encouraged to drive sales and
bring a brand to life. This became an unexpected viral hit in China.

21. Dove Chinese Valentine’s Day campaign
We were asked to do a campaign to drive Dove chocolates gifting sales in the 3-4 weeks before Chinese
Valentine’s Day. Mindful that Chinese netizens looked online for gift ideas for their loved ones, the agency
brought to life an online romance that grew sales via social networks.
Results
• Dove Gifting sales grew by 226%
during that period (i.e. 50% of the
sales for all Dove chocolates).
• 3,272,391 unique impressions on
major social networks i.e. 765% of
the KPIs.
• Campaign content brought 848,359
click through traffic from social
networks.
• 47,683 retweets of campaign
content on major social networks.
• 34,328 comments on Ma Jin’s
project on major social networks.
• Campaign became a leading
search trend titled “Carriage boy”.
• Reported in the newspapers
without paid media budget.
• Lastly, a happily married couple.
Background
• As China became a first world country, some traditional festivals have become
overlooked by its increasingly cosmopolitan population.
• This was the case with Chinese Valentine’s Day on 6 August 2011. It honors a
legend of a cowherd who can only meet his fairy wife across a bridge of flying
herons over the starry milky way once every year.
Campaign Objectives
• Drive Dove chocolate gifting sales in the 3 weeks before Chinese Valentine’s Day.
• Raise brand awareness during the campaign period to protect market share.
• To rely on earned and social media due to no paid media budget.
Solution
• To create a love story online based on the insight that young lovers search online in
the weeks before Chinese Valentine’s Day for inspiration to express their love.
• To create this tribute to true love, the story was told via relevant and fun content
updated and spread organically daily through Sina Weibo (similar to Twitter).
• This real life story sought to raise brand affinity between Dove gifting and Chinese
Valentine’s day to raise top of mind brand recall during Valentine’s day purchases.
• Through social media listening, the agency identified interesting prospects who had
tweeted on Weibo that they wanted to do something special for their girlfriend.
• Ma Jin, an established industrial artist, was identified as an ideal prospect due to his
declaration of love and his part art works
• SapientNitro Shanghai offered to help fund his tribute to love via an art piece made
from Dove gifting products, while helping him to tell his story of love on Sine Weibo.
• We asked Ma Jin to ask via social media to help finish his artwork for heart-shaped
containers like Dove’s gift boxes, which are the most commonly found in China
• His request and the content uploaded to his Weibo social media page spread like
wildfire among netizens. It was very successful in raising brand affinity between
Dove chocolates gift boxes and Chinese Valentine’s Day.

22. Nippon Paint: Color Beijing Project: https://www.youtube.com/watch?v=I77PUJmpOns
From a brief where the client merely wants us to get consumers to feel the texture of a new paint product, the agency
developed an onsite-to-online integrated campaign like none other,. Using 20 illustrators, 50 painters, 981 cans & 465
colors of Nippon Paint, and 1,500 man-hours, we used the paint to brighten the city’s spirits.Each of the 5, 120 meters
long, 100% hand-painted murals celebrated the Colorful Side of Life in Beijing, through uniquely Chinese themesto
encourage the Chinese people to celebrate the best moments of their lifetimes.
Webcams were places in hidden locations to capture the interactions of the consumers to the art pieces for social
media content seeding to drive talk value on social networks. This led to the campaign images being picked up
by mainstream media with 1.2 million RMB free media coverage.

23. First of its kind Augmented Reality experience: users can
personalize 3D visuals, upload pictures and messaging
content to create a unique tailor-made AR gift experience.
https://www.youtube.com/watch?
v=TUQmzUT43E0

31. Dove Gifting campaign: Bringing gifting to life via Augmented Reality
Dove enhanced gifting campaign: https://www.youtube.com/watch?v=TUQmzUT43E0
http://v.youku.com/v_show/id_XNDgwNTMxMjA0.html
Campaign background:
With the growing affluence of the Chinese consumers, people grow so
used to giving and receiving gifts that gifting has lost its meaning.
As the leading chocolate brand in China, Dove sees this decline in
meaning as gifting as a key challenge to its strong market share in the
chocolate gifting category.
Campaign Solution
- Use Augmented Reality (AR) to bring Dove gifting to life as each
Dove chocolates gift box can now come with a tailor-made gifting
experience for the sender and recipient.
- By allowing customization of 3D visual, photo, animation and
messaging experiences, gift senders can create an interactive e-card or
message to complement their Dove chocolates gifts to recipients. The
recipient can share a video or pictures of his or her gift experience via
social networks.
- To promote this new brand-driven digitized product experience, the
agency provided creative direction and ideas across TV channels,
point-of-sales, outdoor, online videos, social media, ePR, websites
plus iOS & Android mobile platforms.
Campaign Results
-The viral video had more than 3.2 million views in Dec with more
than 130,000 topic click-throughs in all major China forums in the first
week! App downloads numbered over 100,000 with over 1 million
Weibo tweets about this new gifting experience.
-More than 3.1 million participants used this AR enhanced gifting
platform to create interactive brand-driven 3D gifting experiences
from 5 December 2011 to February 2012.
Participants created > 3.1 million
AR enhanced gifting experiences.

32. Integrated experiential campaign
1. AWARENESS
2. ENGAGEMENT
3. PARTICIPATION &
INTERACTION
KOLs/WOM
SNS
.
Brand Social Channels
Banners
DOVE
AUGMENTED
REALITY
PLATFORM
SIGN UP /
LOGIN
In-store Promotions
Viral Video
TV Commercial:
http://youtu.be/FViPST2Evjs
DOVE WEIBO DOVE YOUKU
ANDROID
IOS

33. Dove Chocolates AR experience: PC-based
Sender of the gift: Tailor-making a Dove gift purchase is fun as he can upload
pictures into the AR experience, pick 3D visual effects and write a personal
message that becomes an interactive 3D e-card experience.

34. Dove Chocolates AR experience: PC-based
Gift recipient: When viewing this 3D AR gift experience, the site screen captures her
pleasure automatically for sharing to the sender via social media.

35. AR 3D messagingIOS & Android apps:
http://itunes.apple.com/cn/app/de-fu-you-xin-yi/id485266969?mt=8
http://youtu.be/T72ImwqBvoo
Features: photo-taking app with customizable messaging, photo upload
plus playable 3D visual experiences to create the world’s first fully
customizable AR experience from visuals, animation to text.
Runs Dove AR App and
click on “Discover a new
experience”
Camera is activated, runs
AR to customise
animation 3D visuals &
write a message
Preview your interactive
tailor-made 3D gifting
messaging experience.
Prepare to share it with a
customized Weibo
hashtag
Generates Code/unique
URL for tracking and for
sharing on other SNS

36. AR 3D messagingIOS & Android apps: Gift recipient
http://itunes.apple.com/cn/app/de-fu-you-xin-yi/id485266969?mt=8
http://youtu.be/T72ImwqBvoo
Features: photo-taking app with customizable messaging, photo upload
plus playable 3D visual experiences to create the world’s first fully
customizable AR experience from visuals, animation to text.
Runs Dove AR App
and clicks
Receive AR gift
Camera is activated,
runs AR to see
message
Clicks photo capture
to prepare to share it
on Weibo
Type thanks or
captions with a
customized Weibo
hashtag
Generates
Code/unique URL for
tracking and for
sharing on other SNS

37. CONTINENTAL TIRES CHINA
integrated advertising campaign:
Print, OTV, Social Networks, Outdoor ads
•
Get the Chinese motorists in
Shanghai, Guangzhou and Beijing to
think about upgrading their tires after 3
years, a real safety precaution, and
changing over to Continental Tires. But
Chinese motorists have poor
awareness of such a need and low
brand loyalty as they are contented to
use the tires their cars originally come
with
•
Zeno correctly identified a latent desire
and a consumer insight that urban
Chinese drivers love to do road trips to
decompress. They tend to prefer to
wait until the 2 long public holiday
breaks in the year for such trips, which
create massive traffic congestion.
•
So what if Conti Tire reminds stressed
urban drivers to take more short road
trips any time to avoid the jams, and
incentivise this behavior change with
attractive prizes and free tire checks for
those who have a car for 3 years?
•
Popularizing a social meme i.e. 3-year
itch, the campaign succeeded in getting
urban car drivers to get away from their
city life routine, using social media
content and channel marketing, as well
as a viral films, website, bus ads, print
ads, banners and online and search.
37

38. 恶搞历史四大名著病毒视屏：‘水浒’奇想篇
Unilever’s viral video campaign to relaunch its Zig Zag popsicle brand in China:
http://v.youku.com/v_show/id_XNDgwODEyNjEy.html
On Youku with more than 7.25
million views and 15,979
comments after just 2 weeks:
http://v.youku.com/v_show/id_X
Mzk4MDY5NDEy.html

39. 恶搞历史四大名著病毒视屏：‘红楼梦’奇想篇
Unilever’s viral video campaign to relaunch its Zig Zag popsicle in China
http://v.youku.com/v_show/id_XNDgwODEyNjEy.html
On Tudou with more than 14
million views after just 2
weeks:
http://www.tudou.com/pro
grams/view/ng3h4V5AjqI/?
fr=rec1&FR=LIAN

40. Unilever’s Zig Zag popsicle viral video campaign
http://v.youku.com/v_show/id_XNDgwODEyNjEy.html
Challenge
Unilever is relaunching its Zig Zag popsicle brand with a new product design. Faced with eye-catching new rivals, it
needed to raise the brand profile among young students via social channels.
This Chinese market is traditionally a hard one to crack for brands. Outwardly obedient and studious, teenagers can
only escape to being their real selves online where they can indulge in behavior or content that challenges social
norms, school icons and culture.
Strategy
To create an engaging product branding, SapientNitro Shanghai developed a branded content and creative strategy
with Unilever. Inspired by ‘boring’ school curriculum, this strategy sought to "prank" the storylines of major Chinese
classics in fun and surprising ways i.e. 恶搞历史名著.
Based on research insights, the use of familiar material with interesting and cool twists would make teenage students
more receptive to the campaign idea as a natural escape from their stressful school schedule.
Idea
This was accomplished by introducing an alternative reality where the storylines and the fates of various key
characters were drastically altered by the attractive cool taste and appearance of the new Zig Zag product.
Using fun exaggerated acting styles and the selective use of 2D and 3D animation, the viral videos set benchmarks in
various areas including the tasteful use of sexual innuendos and non-mainstream cultural elements like rap to give a
different spin to old classic tales known to all.
Results
Hosting on Tudou and Youku, this campaign quickly became a viral hit on both sites with more than 14 million views
and 6 million views respectively after just 2 weeks. The comments for the videos were more than 80% positive due to
the surprise entertainment elements and the over-the-top acting and claver use of product placements.

41. Developing social and mobile apps for beauty clients: Lux & L’Oreal

42. Clear product HTML site with “game-fication”
• First time ever for Unilever: A non-flash design while introducing a game-like
experience to its product section.

43. Clear product HTML site with “game-fication”
• First time ever for Unilever: A non-flash design while introducing a game-like
experience to its product section.

44. MANAGING CREST
REPUTATION IN A
CRISIS
ENGAGEMENT
CHALLENGE
A tweet on Sina Weibo, China’s largest and most
influential micro-blogging site, sparked a rumor
that based on lab tests, Crest TPS contains no
fluoride and has industrial waste substances. This
generated 10000+ retweets and comments in a
short period of time, spreading negative voice.
DISRUPTION
DROPPED NEGATIVE BUZZ SIGNIFICANTLY FROM 57% TO
1%
By Day 3,
negative buzz
under control
Step 1: Shift the negative voice to positive
After assessment, issued an official statement and lab
test report were posted on Sina Weibo before
distribution to conventional media. This and proactive
interaction with KOLs controlled the buzz volume and
topic trends for Crest.
7.9MM positive
Crest impressions
Step 2: Create and drive key positive voice
Leveraging a popular social media topic, “Zhenhuan
Style”, the first educational tweet “Zhenhuan Style;
Toothpaste Ingredient Disclosure” was posted to act as a
‘bridge’ conveying toothpaste ingredient understanding.
Step 3: Transforming crisis into opportunity
Crest leveraged “Children’s Day” to jointly hold
“Children’s Oral Health Education” with the Ministry of
Health, attended by officials, 70 oral health experts and
25 influential media. Fluoride endorsement incorporated
into a children’s song.
“Children’s Oral Health
Education” event coverage
drew an ROI of 9.5.
Within two weeks, negative
chatter totally eliminated,
positive buzz began