Email Service Notes (Nick)

Your Original Email

2. Show case and thinking
My experience focuses on content marketing, which is used in the not only e-commerce channels, but also in overall communication strategy of brands.

One of the projects for Skechers, which is a big campaign for Tmall 超级焕新 in 2017.
To drive the traffic for the camapaign, I create the communication concept “follow your heart and go 随我随性走”, for the main product series in Tmall Women’s store named ”ON-THE-GO”, and implement the whole campaign in April of 2017.

I researched on our main customers who bought the shoes, and I found that more and more unban females crave more of a comfort and ease lifestyle, they wear the shoes free to move and be themselves. ON-THE-GO maybe weren’t the one that you wear in the important occasion, such as party, date or business meeting, but they were always the most comfortable shoes they prefer to wear everyday, for normal mal working days, hang out, or traveling to where you want to go. According these consumer insight, I invited two KOL who are welcomed in the social media to many young girls. One is travel writer, another is illustrator. I create the story video about their life story, and use it to warm up the campaign on wechat and webo, and then transform a newsstand into a pop-up store, where the customer can get the Tmall coupons or change your old shoes to new ones for free. Meanwhile, we did a Tmall live to engaged other people to join our campaign, and drive the traffic to our store promotion.

Another project is, When I was in the agency, I was responsible for during 2008 – 2010, was we needed to develop the communications concept for a TV which was from the brand called Sharp, and the TV’s name was Aqua.

They asked us to create a concept which was different from the biggest competitor, Sony. In china market, Sony is the leading brand of the LED TVs. They have more and more young consumers, and during that time Sharp which is a Traditional Japanese company that focuses on the production but isn’t good at communication with Chinese people, especially the young generation. So many Chinese people don’t know what the benefit of their TVs are. So, we began to do a lot of surveys in about 20 cities of / across tier1 and tier2 cities of China, to research the TV market of China. Then we found the unique selling point “Beautiful Japanese original LCD panel”, and create the artistic concept “知未明,观未见” for Sharp accordingly. It’s quite different from Sony, who focus their market on the young generation and the benefit of the high-tech. the concept and the commercial win the big success, helped raise the brand awareness and the sales growth booming.

I think effective content can be helped to the healthy brand communication with target comsumer, enhance product strength, and finally support the sales continuable growth.

Your Edited Email

2. Show case and thinking

My experience focuses on content marketing, which is used not only in the not only e-commerce channels, but also in a brand’s overall communication strategy of brands.

One of the projects is for Skechers, which is for a big Tmall campaign for Tmall (超级焕新) in 2017.
To drive the traffic for the camapaign, I created the communication concept “follow your heart and go 随我随性走”, for the main product series in Tmall Women’s store named ”ON-THE-GO”, and was in charge of implementing / drove implementation of the whole campaign in April of 2017.

I researched on our main customers for these shoes, and I found that more and more urban females crave a more of a comfortable and relaxed lifestyle. They wear the shoes to feel free to move and be themselves. ON-THE-GO line shoes maybe aren’t the ones that you wear in the for / on important occasions, such as parties, dates, or business meetings. But, they were are always the most comfortable shoes they prefer to wear for everyday use, for normal mal working days, hanging out, or traveling to where you want to go. According to these consumer insights, I invited two KOL who are welcomed influential for many young girls in the on social media to many young girls. One is a travel writer, another is an illustrator. I created the video story video about for their life story, and used it to warm up the campaign on wechat and weibo, and. Then, we transformed a newsstand into a pop-up store, where the customer can could get the Tmall coupons or exchange your old shoes to for new ones for free. Meanwhile, we did were also running a Tmall live to engaged other people to join our campaign, and drive the traffic to our store promotion.

Another project is, When I was in the agency, I was responsible for was during 2008 – 2010, was when we needed to develop the communications concept for a Sharp-brand Aqua TV which was from the brand called Sharp, and the TV’s name was Aqua.

They asked us to create a concept which was different from the biggest competitor, Sony. In the China market, Sony is the leading LED TV brand of the LED TVs. They have more and more young consumers, and during that time Sharp, which is a Traditional Japanese company that focuses on the production but isn’t good at communication with Chinese people, especially the young generation, has lost market share to Sony. So, many Chinese people don’t know what the benefit of their TVs are. To correct this, we began to do a lot of surveys in about 20 cities of in / across tier1 and tier2 cities of in China, to research the TV market of China. Then we found the unique selling point: “Beautiful Japanese original LCD panel”, and create the artistic concept “知未明,观未见” for Sharp accordingly. It’s quite a different approach from Sony‘s, who focuses their marketing on the young generation and the benefits of the high-tech. the concept and the commercial win the big were very successful and helped to raise the brand awareness. and Now the sales growth business is booming.

I think effective content can be helped to the create healthy brand communication with target consumers, enhance product strength, and finally support the continued sales continuable growth.