Digital and Social media Case Study - City of Paris - Chinese Social Network Sites Made in China by Uncle Advertising, a full service agency providing creative advertising solutions, digital marketing and social connectivity strategies for brands in China.

1. CASE STUDYApril 2014
SOCIAL MEDIA
The city of Paris

2. BACKGROUND
• The city of Paris marketing department strongly believe in social media as a tool to
increase awareness and provide useful information for tourist and residents.
• However, there are a lot of Chinese residents and tourists in Paris who are not using
Facebook and Twitter.

3. CHALLENGE
• The city of Paris wants to create a communication platform in Mandarin language to
inform, listen and engage with the Chinese residents and tourists.
• In early 2014, which social media platform is the most popular and most relevant to
Paris target audience?
• Which editorial line shall we develop to attract fans and find the right voice?

4. Flower exhibition
• WeChat is the most used social platform by the Chinese community.
• Designing an integrate strategy including 3 articles a week of high value content, relevant
to the target interests, with attractive pictures.
SOLUTION
Cooking show
Valentine’s day Autolib
Safety in Paris
Marvel exhibition
Mardi Gras Best picnic spots
TOPICS

5. RESULTS
Within3months
26 articles posted
2000 followers
6205 article views
210 shares
• Paris city selected the right communication tool to approach the Chinese target.
• It gathered more than 2000 followers within 3 months.
Chinese fans can get individual support and receive exclusive
content in Mandarin through Wechat platform.

6. Uncle Advertising is a full service agency providing
creative advertising solutions, digital marketing and
social connectivity strategies. We provide ‘creative
solutions’ which build brands and businesses in China.
We help brands to listen, understand and engage in
conversations in chinese social media: Weibo and
Wechat.
For more information, please visit our linkedin
company page Uncle Advertising (Scan our QR code),
follow us on Twitter @ShanghaiUncleAd or drop us an
email at josselin@uncle-ad.com.
Contributors: Elsa Bouillot, Josselin Roulet, Carole
Orphelin