CCT302H5 Lecture Notes - Lecture 9: Wechat, Swire Group, Family Reunion
26 Apr 2019
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Document Summary
Provide free music streaming (with ads) to the public to eliminate piracy. Blasted out trivia; personalized statistics, personalized for different countries; artists also received statistics. Target audience: millennials (18-24 - 26%, 25-34 - 29%); shareable graphics and flaunt. Key message: reference popular music and events; centre of pop culture; something to look forward to - an event, and not just a campaign. Strategic goals: promote as a creative music streaming app. Data and privacy concerns - blasting user data; how true is the data displayed in the campaign. Collaborate with famous chinese director - emotional attachment, feature film; based on family reunion during the chinese new year. Story was relevant to the people it is trying to target. Key messages: cherish the time you have with your family; honour people who work through the holidays.
