Friday Forum – We bring the hottest questions from the Chinese Social & Digital space to our brightest minds.
周五论坛——让中国社交与数字领域最热门的话题碰撞出思维火花

Name your favorite brands on social media from 2019
说说2019年社交媒体上你最喜欢的品牌

Shinsuke Sawasaki

Executive Creative Director
/ We Are Social

我认为,对于品牌来说,拥有坚强的信念变得越来越重要,即使有些人反对,他们也可以利用这些信念向社会传达明确的信息。我挑选了三个在2019年运用这种思维的品牌。

  1. 耐克在国际妇女节之前推出了“Dream Crazier”。这是针对有争议的Colin Kaepanic事件的直接跟进。
  2. 吉列推出了#TheBestMenCanBe,因为#MeToo运动引起了人们对男性行为的关注。
  3. 迪赛针对#loveslove表示了#pride的支持,尽管有人对此表示讨厌,并且14,000位关注者不再关注该账号。

I think it is becoming more important for brands to have a strong belief which they can use to send a clear message to society, even if some people object. I have picked three brands which have used this thinking in 2019.

  1. Nike launched “Dream Crazier”, ahead of International Women’s Day. This is a direct follow-up of the controversial Colin Kaepanic’s campaign.
  2. Gillette has launched #TheBestMenCanBe as the #MeToo movement brought attention to male behavior.
  3. Diesel has shown their support of #pride with #loveislove, although some people hated it and 14,000 followers left Diesel’s account.

James Pearson

Group Creative Director
/ We Are Social

中国的下一代消费者受到文化、道德和品牌故事的激励,通过讲故事的方式建立牢固的联系。
成功的品牌正在倾听他们受众的心声,并通过不同的主题与他们沟通。
路易威登最近在中国的营销活动就是一个很好的例子,他们意识到旅游和探索的主题,发起了一个名为Volez,Voguez,Voyagez(飞行、航行、旅行)的活动,为消费者提供旅游体验。
在庆祝中国的活动上,路易威登发起了一项展示与旅游相关的活动。皇冠上的珠宝是聘请国际知名艺术家徐冰设计的一款特别的行李箱,用中国书法代替标志性的LV标志。
通过将社交、销售和零售联系起来的全渠道方法,路易威登展示了一个品牌在倾听受众的声音并作出真挚回应后的成功。通过融合品牌主题、流行趋势和中国传统价值观,提供高质量的内容。

China’s next generation of consumers are motivated by culture, ethics and brand stories, with storytelling building strong connections. Successful brands are listening to their audiences and communicating with them through multiple themes.

Louis Vuitton’s recent China marketing campaign is a great example of this. Recognizing the themes of travel and exploration, they launched a campaign called Volez, Voguez, Voyagez, delivering the experience of travel to consumers. In a move to celebrate China, Louis Vuitton launched a campaign showcasing a connection with travel. The jewel in the crown was employing the internationally renewed artist Xu Bing to design a unique steamer trunk with Chinese calligraphy replacing the iconic LV emblem.

Through an omnichannel approach that links social, sales and retail, Louis Vuitton has shown how successful a brand can be when listening to your audience and responding respectfully. Delivering quality content by blending brand themes, popular trends and traditional Chinese values.

Jason Breen

Creative Director
/ We Are Social

1. 克罗心
摇滚明星为摇滚明星设计的珠宝
美丽的银器,优美的模特,完美的摄影。文案有时很简单,但怎么能让人不爱呢?
@chromeheartsofficial

2. 杜卡迪
我是一个非常肤浅的人,除了冥想和精神上的超越,我喜欢漫不经心地在美丽的事物上浏览。杜卡迪一贯以全彩的绚丽展示其令人惊叹的摩托车。
@ducati

3. 纽约现代艺术博物馆
当代最伟大的艺术收藏品之一的社交媒体,是我寻找狂野想法和调查创造性思维中的新事物的地方。
@themuseumofmodernart

1. Chrome hearts
Jewelry designed by rockstars for rockstars
Beautiful silver, beautiful models, beautiful photography. Copywriting sometimes as simple as a word. What’s not to love.
@chromeheartsofficial

2. Ducati
I am a deeply superficial person. Beyond meditation and spiritual transcendence, I like to scroll mindlessly at beautiful objects of speed. Ducati consistently presents their stunning bikes in full color glory.
@ducati

3. MoMA NY
The social media of one of the greatest contemporary art collections is where I go to for wild ideas and a survey of what’s new in creative thinking.
@themuseumofmodernart