Marketing/ad ideation

Reach us for help

Fast channel to get the answers you need.
Email us
+86-(0)21-64049191

Don't have IWOMmaster ID?

Apply now for free. Get all fresh IWOM resources (Kantar Media CIC White paper, IWOM watch and Social Business Newsletter) in one place.
Sign up now

News

  • November 10, 2016

    Kantar Media CIC released the "Every 60 Seconds in China" infographic in Shanghai to provide a greater understanding of the massive volume of activity on Chinese social media and digital platforms generating trillions of
    View more

Every 60 Seconds in China

Kantar Media CIC Launched "Every 60 Seconds in China" Infographic.
View more

2017 China Social Media Landscape

Kantar Media CIC’s Chinese Social Media Landscape.
View more


CIC on Youku


2015 White paper on Wechat content

Kantar Media CIC and Ogilvy China jointly issued the results of a study focused on WeChat content for mothers and infant Nutrition with in- depth analysis of half years’ Wechat data, including 92 leading, influential mother and infant WeChat public media accounts.
View more

2015 White Paper on the New Age of the Social Media Command Center

Our latest white paper provides some insights and recommendations about the social command centre's evolution and what it means for businesses.
View more

2014 Social Business to Big Data White Paper

Media CIC officially releases 2014 From Social Business to Big Data white paper—Insights from Kantar Media CIC's 2013-2014 China Enterprise Social Business Survey, to provide suggestions for enterprises social business advancement to big data.
Download

China Social Business Revolution

Kantar Media CIC book <China Social Business Revolution> published, it's an evolutionary development of the footprint of China social media development in last 10 + years.
View more (Chinese only)
Home >
Marketing and advertising ideation

Marketing and advertising ideation

Through years of research and observation, we see sparkles of wisdom in consumer buzz. Not only can these insights be used in product feedback, but they also hold marketing ideation value for marketers and agencies. On the other hand, if a brand plans to seek inspiration from consumers, the first step is knowing the e-communities, online culture, netizens’ interests and ways to communicate, so as to ensure an effective social media communication.  

Combing years of online community research with business practice with leading brands and agencies, we dig out IWOM value for marketing inspiration on “What to say” and “How to say”.

Case Study:
Nike: As a Key member of thr agency team behind Nike’s “Just Do It” open source marketing team (winner of numerous awards, including China Youth Marketing campaign of the year), CIC provided strategic and tactical intelligence throughout the campaign, including intelligence that led to the mobilization of thousands of university sports fans

Nike China (2009): While analyzing the e-communities for Nike, Baidu Tie Bar Sports Fan forums, a special symbol was found to be added to every conversation title, such as “||□◇LéBròń|” in James LeBron’s fan bar. Such symbols created by netizens show the respect and adoration of the forum members for their idol. Based on in-depth research, we found that these fans are very passionate and have a high degree of participation, which is a good target for Nike. CIC suggested Nike consider leveraging these unique symbols into their digital marketing communications. Nike took our suggestion, created a set of special banner ads which integrated the language for each sports spokesperson and customized it for every Baidu Tie Bar. The banner ads were well received by netizens, and saw a support rate from the fans of over 80%.   

Related Links:

Automobile Group Purchase: experience sharing (CN)
The rise of Sports Cartoon blog (CN)
One year ceremony of Sichuan Earchquake speading in SNS sites (CN)
SNS or Video Sharing Site? (CN)



 

Information request
+86-(0)21-64049191
marketing@cicdata.com

沪公网备
310104100039481

Copyright ©2017 | 沪ICP备15044498号
艾熹信息技术(上海)有限公司