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

What is the most memorable thing about COVID-19 that you have seen on social media?
社交媒体上最让你难忘的关于COVID-19的事情/故事是什么?

Ruby Wang
Senior Account Executive / We Are Social

在严格的隔离措施下,人们依赖于线上的社交平台,例如国外的Facebook、Twitter等平台,国内的微信或微博等应用,来帮助人们保持日常生活中的信息交流和情感联系。为表达全国各族人民对抗击新冠肺炎疫情斗争牺牲烈士和逝世同胞的深切哀悼,中国于4月4日举行了全国性哀悼活动。当日,所有的主流社交平台将整体视觉调整为灰色,同时,信息流中的内容也都与疫情紧密相关。各大品牌在那一天所展现的决断力、灵活性及与消费者所产生的情感共鸣,不仅仅是社交思维的高光时刻,同时,也是对我有所触动的一个值得纪念的感人瞬间。

Because of strict physical distancing measures, people are heavily reliant on maintaining connectivity using digital social networks, such as Facebook or Twitter outside of China, WeChat or Weibo in China, to facilitate human interaction and information about their daily lives. On April 4th, the whole country held a national mourning in memories of its citizens who died recently from COVID-19. During that day, all the mainstream social media visuals turned grey and social feeds were flushed with COVID-19 related content. Besides brands' decisiveness, flexibility, and level of empathy showed on that day, this is not only a social thinking highlight but also a touching moment to me that worths remembering.

Sunny Zhou
Senior Account Executive / We Are Social

Slate杂志最新推出的《新冠日记》非常有趣,尤其是电竞团队Bumble的Madison Mann的那篇:《新冠日记:我是如何成为<堡垒之夜>职业玩家的》。《新冠日记》是一系列探讨新冠病毒如何影响人们生活的报道。该系列报道了不同领域的人们在疫情期间的感受和生活。作为一名游戏玩家,Madison的帖子给我留下非常深刻的印象。在Madison(和我自己)看来,无论是游戏还是新冠病毒都不会永远存在。这段时间是我们抛开所有头衔或标签,专心去探索我们人类属性的机会。

New Slate Magazine's launched the Coronavirus Diaries which has been interesting to follow, especially the piece featuring Team Bumble's Madison Mann: "Coronavirus Diaries: It’s a Great Time to Be Me, a Professional Fortnite Player".

Coronavirus Diaries is a series of dispatches exploring how the coronavirus is affecting people’s lives. The series shows how people think and live during the outbreak from different fields. As a gamer, the post made by Madison impressed me greatly. For Madison (and myself), neither Gaming nor Coronavirus will be forever. This period is an opportunity to focus on exploring ourselves as human beings, without any titles or labels.

Wanyan Yijin
Senior Account Executive / We Are Social

我在微博平台看到一个印象非常深刻的事。在国外疫情刚开始的时期,美国某个居民社区中一个70多岁的亚裔拾荒老人被几个非裔男子殴打辱骂欺凌的视频在微博平台传开。从群体的角度说,这件事情在当时能发酵的这么大我认为是,因为我们同这个老人属于同个种族,我们看这个影片的时候自然而然会拉近跟这位亚裔老人的距离,甚至会代入自己或者身边的老人,导致最后激起群体的愤怒。其实还有很多别的原因,但是正因为这位老人的亚裔身份才使得这份视频在中国的社交平台能够流传的这么广。从流传性的角度来说,品牌可以抓住某一个特定的群体,寻找这个群体的痛点,会更利于品牌的营销宣传,让人记忆深刻。

An incident that impacted me deeply, was a story circulating on Weibo, about a 70-year-old Asian man being abused by several people at an American residency. Sharing the same race as this old man, I and many others felt belonging and empathy, and eventually anger for this unfair treatment. The old man's Asian identity was probably the biggest reason why this video circulated on Chinese social platforms so widely. Although brands shouldn't use these type of incidents for their gain, it still reflects the power of finding a pain point that binds people together, and how brands can seize those opportunities to communicate something meaningful and memorable about the brand.

Olive Liu
Account Executive / We Are Social

阿联酋航空视频广告
阿联酋航空的这则广告是我印象深刻且充满希望,它以未来的角度回顾了各行各业的人们再COVID-19期间的样子。我们永远都不会忘记在疫情期间,那些献出宝贵生命的医护人员,他们会被人铭记。看这则视频的时候,不仅仅是对奋战在第一线的人们的感动,还有憧憬疫情过后,我们可以回归正常生活,不戴口罩的美好向往与期盼。

Emirates Airlines released an ad that impressed me a lot and filled me with hope. It took the perspective of looking back at the current COVID-19 outbreak and the people that prevented it. The ad reminded us to never forget the medical workers who laid down their lives during the outbreak, and they shall always be remembered in our memories. While watching this video, I was not only moved by the people who fought at the front line, but also filled with optimism and hope that we will end the outbreak and return to normal lives again.

Vera Lu
Account Executive / We Are Social

这段时间发生的一切给我留下了深刻的印象和感受。最令人难忘的事情之一是宜家的广告“让家变得重要”,它强调了家庭在这场危机中的重要性。广告视频深深的触动了我,真正引起了我的共鸣。珍惜与家人在一起的时光,给朋友打电话,在家做饭,与家人共度开心时光,这些简单日常才是最重要的。这段视频让我想起了这特殊时期我所经历的一切,我永远不会忘记这些珍贵的时光。

This period has left me with many impressions and feelings. One of the most memorable things was the Ikea ad “Making home count”, that highlighted the importance of family and be together during this crisis. It touched me and the video truly resonated with me. It has never been more important to appreciate the moments you have with your family, to call your friends, cook at home, and have fun at home. The video reminded me about the precious moments I experienced during this period, that I shall never forget.