Background
Shanghai Disney Resort has established a Chinese Zodiac Theme 12 Friends Garden,Which is globally unique and high intriguing
Chinese Zodiac is a unique part of Chinese traditional culture,it’s the popular topic before the Spring Festival,resonating with public.
According to data from Baidu index and Weibo,after new year the popularity an the number of searches for”Chinese Zodiac” will drastically climb up,so It’ good timing.
Leveraging the perfect time of New year and Spring Festival,generate the hottest topic,maximize the social buzz of SHDR.
Promoting time:2014/01/19~2015/02/15
Campaign:Through Weibo KOL posts or forwarding, Wechat offcial posts
Results
- Weibo:We use 18 weibo accounts,they contain the KOL of Wise cracker,entertainment,life style,cartoons,parent-child,traveling.Through campaigns,events,games to spread among target audiences.The official exposure is around 16,661,000.The comments reached 14,537. It highly enhance the Shanghai Disney Resort brands awareness and profile.
- Wechat: We use 18 wechat account to broadcast the brands,The Wechat official account PV have reached 118,918.The followers increases more than 9,000.These data is all surpass our objective.
