China is a very tough market to crack but I hope this presentation can provide some insights in developing your next campaign. Let's start a conversation Erin O'Hara Brand Strategist Beijing, China erin@methodcn.com

1. CHINA ADVERTISING
Engagement Guidelines

2. How do we target our
audience across all
media channels?

3. How do we target our
audience across all
media channels?

4. Media Channels

5. 520 million
Internet Users
BBS

6. It’s all about
engagement

7. Chinese consumers
generate and share more
content online than
anyone in the world.
How can your brand
leverage this?

8. Start a conversation with your
audience listen to their needs
and then let them help tell your
brand story through their lifestyles

9. Be an enabler
of expression

10. Media Plan
Media Plan
Design entire media plan plan from knowing target
Design entire media from knowing your
Design entire media plan from knowing target
target audience touch points
audience touch points
audience touch points
search-informed marketing, where the
Use Use search-informed marketing, where the
Use search-informed marketing, where the
marketer and agency tap theirtheir experience with
marketer and agency tap experience with
marketer and agency tap their experience with
search marketing when designing the entire media
search marketing when designing the entire
search marketing when designing the entire
plan, onlineplan, offline and offline
media and online
media plan, online and offline
Plan, Implement, Measure,Tune
Plan, Implement, Measure, Tune
Plan, Implement, Measure, Tune

11. Media Plan
Advocates
Design entire media plan from knowing target
Design entire media plan from knowing target
Identify key touch points advocate you brand
audience influencer to
audience touch points
Reward this advocate through incentives the
Use search-informed marketing, where the
Use search-informed marketing, where
marketer and agency tap their experience with
marketer and agency tap their experience with
Produce unique andwhen designing the entire
search marketing fun content that can be easily
search marketing when designing the entire
shard viaplan, online and offline showcases
media China social media that
media plan, online and offline
your brand through their lifestyle
Plan, Implement, Measure, Tune
Plan, Implement, Measure, Tune

12. Media Plan
Campaign
Multi city tour to increase reach and momentum
Design entire media plan from knowing target
Designyour target points from knowing target
audience touch plan
Reward entire media market for taking action and
audience touch points
provide search-informed marketing, where the
Use incentive to redeem at in store
promotion and agency tap their where the with
Use search-informed marketing, experience
marketer
marketercontent creationdesigning the entire
search and agency tap their experience with
Audience
marketing when
based on call to
media plan, online and offline
search marketing when designing the entire
action process - make this FUN!
media plan, online and offline
Plan, Implement, Measure, Tune
Plan, Implement, Measure, Tune

13. Media Plan
Post Promotion
Distribute content via social media to increase
Design entire media plan from knowing target audience
Design entire media plan from knowing target
awareness
touch pointstouch points
audience
Reward your advocates and evangelists with more
Use search-informed marketing, where the marketer
Use search-informed marketing, where the
incentives in
and agency and their experience with search with
marketer tap agency tap their experience marketing
Celebrate your advocates designing the entire
when designing the entire media plan, online and
search marketing when
offline plan, online and offline
media
Plan, Implement, Measure, Tune
Plan, Implement, Measure, Tune

14. Media Plan
Measurement & ROI
Click though ratesmedia plan from knowing target
Design entire on digital adverts
audience touch points
Generating fans and followers
Use search-informed marketing, where the
Forwarding this information via Weibo
marketer and agency tap their experience with
search marketing when designing the entire
Brand Reputation
media plan, online and offline
Blogs/websites coverage
Plan, Implement, Measure, Tune
Sales of product linked to promotion code

15. Fantastic China Example
Viral campaign on P&G website with
call to action - 200,000 uploads of
babies sleeping
Shanghai in store showcased these
photos on 650sqm photomontage
#1 number in category which didn’t
really exist a decade ago
First create the market and then
supply the market

16. final thoughts...
BE an enabler of expression
an open source
in their world
non intrusive
confident
experiential
entertaining
experimental
educational
celebratory of what’s theirs

17. Let’s start a conversation
Erin O’Hara
BRAND STRATEGIST
Beijing, China