youths
WeChat capitalising on e-commerce, but missing mark on video ads
TOP OF THE CHARTS: WeChat is not the best vehicle for video or location-based ads, but has enabled e-commerce (via its mini program) to grow extremely quickly, according to Totem Media.
How 6-year-olds in a Guangxi kindergarten re-interpreted Chevrolet's logo
Chevrolet's logo looked like a red cross, a crucifix or a sanitary napkin to many adults in China. A group of (much) younger ‘consumers’ helped change that.
Generation 'Xi': Marketing in China's 'youth-conomy'
SHANGHAI - The belief that the length of a generation is defined by ten-year spans is making less sense in China as technological and societal changes take place every five or even three years, setting the stage for 'Generation Xi' (习世代)—youths growing up in the current Xi Jinping era, and altering marketing principles along with it.
CASE STUDY: How Durex improved relevance to youth ahead of first sexual experience
Reckitt Benckiser China wanted to improve Durex's relevance among young people, who knew the brand name but perhaps not the product benefits, and may not have viewed it as a youthful brand.
McDonald’s 'experimental' black-and-white burgers convey unintended undertones
SHANGHAI - One month after McDonald’s introduced a new menu item in China—a ‘Black & White’ burger combo that some people say represents corrupt businessmen and good politicians—the fast food chain's creative agency, TBWA, has launched a campaign to position McDonald’s "as an inspiring partner in a young adult's life".
China perception study reveals motivations behind branded app usage
SHANGHAI - Brands must deliver one of three key benefits to drive the uptake of branded apps, according to a study by MediaCom identifying play, planned, and problem contexts for the download and usage of apps.
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