Case Study - Storytelling & Photography

Photography and hand painting are both arts, and artists always recognize each other. When Julien Moreau, Next Ren Creative Director met with Grace Liu, Managing Director of Asianera, there was an instant connection. 

Julien Moreau was amazed by the incredible quality of the porcelain and the fresh uniqueness of the design. He immediately knew that his camera could capture the beauty already achieved by the porcelain artists. So, he put his creative mind to work, to bring the branding and marketing of Asianera to the level that their high-end high-quality porcelains deserve. 

Providing Asianera with photography and digital branding was a beautiful opportunity to show how storytelling can serve marketing; especially in a digital world where visuals are key aspects of the user experience.

As previously mentioned, authentic photography is a must-have for digital marketing and the Asianera case study is here to demonstrate this fact.

Creative collaboration

Julien Moreau, Creative Director of Next Ren:

"This is a project where storytelling again was the key. The real challenge was to create the perfect environment to highlight those fine porcelains in a distinctive way, and it was wonderful to imagine these environments with Grace. Together we aimed at finding the perfect balance to stay true to Asianera’s art pieces as well as build unique stories where the viewer’s mind can escape."

Grace Liu, Managing Director:

"Working with Julien and Next Ren was a real pleasure. Julien's creative mind really helped us, and in the end, the pictures speak for themselves. It is very difficult to find a photographer who is technically skilled in the craft of photography but also has a keen creative mind.  This is the beginning of a productive collaboration and we have found a great partner!"

Discover Asianera’s pictures behind the scenes below. 

Reach out to our team at Next 人 to help you; with photo and video shooting to build authentic marketing content that represents your company’s values. 

The post Next Ren amazing photos of hand-painted fine china by Asianera appeared first on Next 人.

Read about the impact of COVID-19 on Chinese consumption and habits

What does this means for brands and digital marketers around the world ? How will they deal with this “New Normal” ? 

First, we will define what is going to be the “New Normal” based on consumers new habits and trends we see developing in China and around the world. Second, we will see what are the challenges of this situation from a marketing and communication perspective. Last, we will discuss and suggest best practices.

What is the “New Normal” following the COVID-19 crisis ?

First, as we can see in China and some countries in Europe, quarantine and lock down is only a temporary situation and on a relatively short period of time (around 1-2 months). However, the COVID-19 will have long lasting effects that will continue beyond lock downs this year and until we get an effective vaccine. This situation will create a “new normal” and here are some of the key characteristics.

Review how brands communicate during the COVID-19 crisis

Wearing masks - A new habit even outside Asia

In Asia, wearing masks was already common when sick or as a protection from pollution. However, the Covid-19 has made it a new norm especially in China where it’s mandatory. In Europe and America, despite some initial resistance, the value of wearing mask is now recognize and will become a norm. Consumers will make masks part of their daily accessories.

No or little travel outside home country

Outside governmental restrictions, people will fear getting sick abroad. The stress of a medical environment they are not familiar with, and the risk of getting “stuck”, will discourage people to travel far from home during the new normal. However, consumers will crave for travel and will escape by day dreaming their future trip online.

Focus on family and intimate friends

During lockdown, people have missed their family and friends. In reality, they might have spent more time talking with them than in usual, but the distanciation will push people to focus on their most meaningful relationships. Also, in the “New Normal” you will be more likely to “trust” your close ones to spend time physically close too.

Social and environmental responsibility mindset 

The crisis has shown some of the weaknesses of our actual global liberal system. Topics like “Local Consumption and production”, “Wild Habitat Protection”, or “Essential Workers and duties” became more relevant with the crisis. Also, during the crisis, a willingness to make a positive impact and “help” society has risen. This trend will remain lively. And it will probably increase the social and environmental responsibility of consumers after the crisis.

More time spend online 

The crisis and lockdown push us to spend more time online. First, to get information, then to settle new in-house routines (cooking, entertainment, fitness) and finally to prepare the next steps (future travels, shopping). These online habits and new usage will remain post crisis and will push companies to accelerate their digital transformation.

What are the digital marketing challenges of the Post-COVID 19 “New Normal” ?

Communicating and pushing digital marketing campaigns to consumers who are leaving and adjusting to new life is a real challenge. Let’s discuss the key aspects digital marketers have to keep in mind.

Manage optimistic tone

After the rain comes the sun, right ? Well, not always true. In this situation, it will be cloudy at best. So, avoid adopting a “super positive” tone that would be out of touch with the reality and might even backfire. By being too positive, you might end up being irresponsible.

Be creative to contextualize the “New Normal” 

How your products or services fits in the new normal ? Are there new ways people are using ? During the crisis, people have shown an incredible amount of creativity to adapt. 

Use creativity to rethink your digital marketing communication and make sure to match the new context.

Keep reassuring people and help with crisis outcomes

Health will remain a key concern for people for a while. Illustrating how you keep the consumers but also your staff safe and healthy should be part of your digital marketing discussion.

Furthermore, showing how your company keeps helping and having a positive impact both socially and responsibly will make your client part the fight.

Be humble and respectful 

After the crisis, tensions and challenges will remains. Working, moving with public transportation, or dealing with kids and schedules will be more difficult than usual. Even as a company, fulfilling your client expectations might be more difficult.

Be genuine and humble with those challenges and in the way you approach your digital marketing communication. 

Accept a delayed impact of marketing efforts

Across all industries, digital marketing efforts will have strong impacts (more time spent online by consumers and less competition as some marketing budgets have been cut). However, the impact of those efforts will be delayed. For example, for travel, people will be more likely to be interested in your digital marketing content, but they will act on it later on.

Digital Marketing: Best Practices Post COVID-19 New Normal

KFC - Using brand elements to make fun of the “New Normal”

As mentioned before, giving context and being relatable will be the key challenge of your digital marketing communications post covid. Social distancing and spending more at home will become a new norm, how can you build your content around it ?

BrewDog Beer - Keep helping 

Like LVMH or Pernod Ricard, smaller companies like BrewDog Beer made efforts to participate in the fight against COVID-19. Those initiatives will remain critical in the new normal and should be included in your digital marketing strategy.

AirBnb - Adapt and stay humble

AirBnb management of the crisis might not have been perfect, but they have shown their clients and partners their consideration. First, they adapt to the situation by providing apartments to first line responders and when their cancellation policy was criticized by hosts, they apologized saying:

“However, while I believe we did the right thing in prioritizing health and safety, I am sorry we communicated this decision to guests without consulting you — like partners should,” Chesky wrote. “We have heard from you and we know we could have been better partners.”

To discuss your "New Normal" digital marketing strategy and content in or outside China, reach out to Next Ren Digital Marketing Agency.

Next Ren is a digital marketing agency in Shanghai.

Follow us on LinkedIn and WeChat to stay updated on WeChat trends.

The post COVID-19: Impacts of the “New Normal” on digital marketing appeared first on Next 人.

Faced with such a global crisis, brands had to rethink and turn around their communication very quickly to not sounds out of touched with their audience concerns.

What are the best practices for your communications and your social media during a crisis?

1. Listen and be reactive
2. Be reassuring
3. Help and support 
4. Be responsible 

Listen and be reactive 

The coronavirus is a sad illustration of why brands should actively listen to the market and be reactive to adjust their communication plan very quickly. 

Posting festive promotional content, encouraging people to visit public places or try a new recipe with raw meat, will go against your audience mood and best interest. Being out of touch can be a source of public outrage than can damage your brand in China.

In an analysis of the last 10 years controversies and brand crisis in China, publishing content with an negative impact on society account for 11% of all controversies.

Not only brands, but also KOL (Key Opinion Leaders) can be negatively impacted by content that is out of touch with a situation, even if it was years before the crisis. This is what realized Wang Mengyun, a travel influencer who filmed herself eating a bat as part of her online show. Because of this video, she received backlash on social media platforms like Sina Weibo. And she had to apologies to her followers and admit she did not know wild animals like bats can be carriers of virus.

Be reassuring

Brands must show their customers you care about their well being. First, they need to be transparent with the issue they are facing and explain transparently the steps you are taking to fight the crisis.

A great illustration of this best practice is the communication of Starbucks during coronavirus crisis on WeChat. 

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On their WeChat post, Starbucks detailed the measures to fight the virus. They include disinfection, take and record temperature of staff, deployment of masks and closures of shops in Wuhan.

Help and support

In time of crisis, helping and supporting the local authorities and stakeholders is always welcome. For the coronavirus crisis, local and international brands, as well as celebrities, have already donated millions of yuans and send masks to assist the relief efforts.

Outside of donations, they are other way to help and support your audience during challenging time. For example, in the case of the coronavirus, one of the challenge people are facing is having to stay home to avoid the virus spreading. And you can get really bored, staying inside for days…

Here is a best practice came from UnderArmour. During the coronavirus crisis, they created a workout challenge that can be done inside. A great way to stay occupied and healthy !

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Be responsible

Being responsible is a must in time of crisis. Obviously, do not take advantage of the crisis to sell your product or lie about their benefits. Also, help debunk and fight fake news that are proliferating.

Here are examples of a post from the World Health Organization. They are reminding that you can not catch the coronavirus from a package or protect yourself with some oil. A great valuable content to be share by online retailers, logistic companies or cosmetics brands !

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Last, take care of your staff ! They are the one closest to you and on which you can have most impact. In the case of the coronavirus, encouraging remote work is definitely a best practice and it should be pushed as much as possible in the coming weeks.

The post Coronavirus: 4 must-do for your communication and social media marketing during a crisis appeared first on Next 人.

Nike: Catch me if you can for Chinese New Year !

A great story around the tradition of the CNY Hong Bao. Hong Bao are small red envelopes filled with cash and offered as a gift for special moments including weddings. For Chinese New Year, they are shared with kids and elders as a sign of respect. With this ad, Nike builds a great story and gives a funny twist to this Hong Bao tradition.

Apple: Mother eternal love & the story of strong independent women in China

For Chinese New Year 2020, Apple brings us a very emotional and inspiring marketing campaign. Sharing the story of a young single mum who fights for her independence despite existing pressures from her environment. The daily life of this taxi driver is played by Zhou Xun. The story shows that above all the love of mothers can overcome all challenges especially on Chinese New Year.

AirBnb: Reuniting with the ones you love for Chinese New Year

Many young women and men in China are now living and working in large cities in China. Not all of them can go back home to their parents for Chinese New Year. AirBnb with some emotional marketing campaign shows us how they bring families together for the holidays.

Adidas: Energize your Chinese New Year party

In 2020, Adidas celebrates Chinese New Year with an ad mixing Chinese traditions and an electronic club party. By mixing Chinese traditions and cultural reference with a young and dynamic tone, Adidas is definitely boosting our holiday mood.

Carlsberg: Some elevator fun for Chinese New Year

Carlsberg is taking us on an elevator ride ! The doors open on diverse Chinese New Year celebrations at every floors. No matter the party, Carlsberg will always be joining in.

Ecommerce platforms celebrate Chinese New Year !

Both Tmall from Alibaba and JD are celebrating Chinese New Year with special ads. Chinese New year is a key marketing and sales period for e-commerce platforms.

First, Tmall is taking a stance with a gay-friendly ad. This is a very unique and courageous ad as the public conversation around LGBT is still pretty rare in China. 

On another hand, JD brings us a collaboration with a key monument of Chinese history, the Forbidden City !

Durex: Bringing the “Raght” protection 

A great visual created by Durex for Chinese New Year ! This is a smart way to place the product at the center of your marketing communication for Chinese New Year.

And you wish one did you prefer ?

Reach out to Next Ren Agency to have work and brainstorm on your next marketing campaign in China !

Follow us on LinkedIn to stay tune !

The post Chinese New Year 2020 : Top 8 Marketing Campaigns appeared first on Next 人.

So, how to do marketing on Douyin (Tiktok) ?

First, we will explore how Douyin gives some great insights about Chinese people online behaviors and preferences. Also, we will see the evolution of Chinese consumers online habits. You can do marketing on Douyin (Tiktok) by listening and learning about your customers interests.

Second, we will review the video marketing opportunities for brands in China. You can do marketing on Douyin (Tiktok) by sharing and advertising on the platform.

Douyin: Chinese Consumers Insights and Behaviors

Early January 2020, Bitydance released on their WeChat account a detailed report on Chinese users behaviors and preference on the APP. This report in Chinese gives a great glimpse on how Chinese consumers behave online and what their preferences are.

The report is structured around 6 main parts:

• Chinese daily life: what do Chinese users share and like on Douyin
• Chinese preferences in terms of music and topics depending on their generation
• Travel favorite destinations for Chinese consumers
• Favorite food for Chinese consumers
• What Chinese are learning on Douyin 
• Cultural interest of the Chinese people

To start, we can see that family is at the heart of the APP with parents releasing over 3.08 millions videos every day with their children. Important moments of life are also celebrated - wedding is the most popular with 7 millions videos, followed by birth with over 1.7 millions videos.

Also, Chinese people love their pets, and the favorite dog of the platform was the Husky ! From a job perspective, teachers got the most attention followed by nurses.

In the meantime, the report shows that interests vary with age. For the ones born in the :

• 60's : Dancing & Weddings
• 70's : Food & Crafting
• 80's : Parenting & Scenic views
• 90's : Scenic views & City Exploration/Shopping
• 00's : Animation & Pets

Travel is also a very popular topic, with over 660 millions check-in. Bangkok, Seoul and Tokyo are the most popular cities abroad on Douyin ! Paris only comes in 9th position behind London (7th), Dubai (6th) and Singapore (5th). 

Finally,  Education is a key behavior on Douyin. We observe that influencers (KOL)  with more than 10,000 followers released over 14,89 Millions of videos with an average of 100,000 views. Cooking is the most popular topic for educational videos, followed by language learning.

How to do marketing on Douyin ?

With such popularity in China, Douyin is a platform that is attractive to do digital marketing. So how to start doing digital marketing on Douyin ?

First, you need to create short and impactful video contents. The most popular formats are short video around 15s. You will need to work with a video marketing agency, like Next Ren, to create some video content. You will need to create a significant volume of short videos to increase the chance of one of them going viral.

Then, to maximize the views on your content, you should work with influencers and key opinion leaders that are officially registered on the platform. You can work with an Influencer/ KOL agency, like Next Ren, to help you identify the right partners.

To conclude, Tiktok has a lot of value when you are a marketer interested in the Chinese market. First, it helps you understand trends in the market and how young generations behave (Chinese millenials, Gen-Z). Keep in mind that over 42% of users are less than 25 year old. Second, you can create viral content on the platform and can collaborate with influencer and KOL to get more exposure.

Next Ren is a digital agency in China who can help you build your campaign on Douyin. 

Follow us on LinkedIn to stay tune !

Source: Bytedance article on WeChat

The post Video Marketing | How Douyin (TikTok) is changing the game appeared first on Next 人.

Guess how many WeChat official accounts are competing in the market? In the first quarter of 2019, the average monthly output of articles is 107 million. Among them, only 7 out of 10,000 public accounts (about 400) have an average headline readership of 100,000+.（resource from data.xigua.com)

Keep in mind that our readers are overwhelmed by all the information rushing to their phones every day. What will be the motivation for them to like and share your articles? Here are 6 innovative ways you can play around in 2020 to wow your WeChat articles readers.

1. Multi-languages

Many foreign brands have struggled with the language choice for their WeChat articles. They want to reach English readers and explore the Chinese market at the same time. Solve this problem by using the slide functions with xiumi.com to display multi-languages and keep the reading smooth.

2. Links to buy

WeChat opened the "add links function" towards all the official accounts in June 2019, helping to improve the conversion rate for companies who want to sell products through the platform. Add links to e-commerce H5 links or mini programs in your product images so the users can directly shop your product online.

3. Horizontal layout 

Bored of the classical layout of all the articles? Many brands are big fans of a horizontal layout, it gives readers a bit fun time of switching their phones and purely appreciate the well-designed content! Try it out!

4. Picture-based content 

Nowadays the time people use for reading WeChat articles is probably on a subway to work, during the lunch break or just chill on the sofa after a long day.

We try so hard to grab the attention of our poor readers. Contents no more than five minutes read, videos no longer than three minutes become the golden rules for all the content creators. Why not try some eye-catching picture-based content to release the pressure for our readers?

5. Interaction&Motion

Use snowing flakes to add up a bit winter atmosphere for your content, or simply a slide picture for readers to play around. More interactions, more affections, overall, we are all humans who enjoy connecting and interacting!

Discover the full case study for Doucea.

6. It's all about Story Telling

Whether you are selling a service, a product or an event, people care about the stories that go along. Stories that are inspiring or accumulating the numb nerve in their mind to start asking questions, interesting storylines to get people curious about what's going to happen.

Always tell a story, with words, pictures, videos or any possible ways you can think of!

And you, what kinds of WeChat content WOWs you the best? Follow us and discuss the topic with us on LinkedIn !

Author: TianTian Gao, Senior Copywriter @ Next Ren Shanghai

The post WeChat: 6 Innovative ways to WOW your readers in 2020 appeared first on Next 人.