CASE STUDY March 2014

Yihaodian - YHD

SOCIAL MEDIA

BACKGROUND • Founded in 2008, YHD is one of the fastest-growing eCommerce company in China with more than 30

million registered users and a total of annual sales of RMB2,7 billion*

• Since 2011, Walmart has been a major investor in the company and in 2012, became majority shareholder and has since controlled 51% of YHD.

• Plus, Jing Dong and Tencent-owned Yixun were previously top two ecommerce leaders in Chinese market. They merged, drawing a great deal of attention towards the new conglomerate and away from YHD.

www.YHD.com

• Uncle-ad aimed to devise a campaign strategy to draw popular awareness back to YHD.

• The campaign would revolve around why, despite being smaller, YHD had a lot to offer the consumer as the second tier ecommerce site.

PRICE ADVANTAGE

CHALLENGE

• The Uncle-ad team created an awareness campaign to draw attention back to YHD.

• We developed comic strips that would communicate YHD’s pricing advantage in an engaging way for viewers.

• Throughout the campaign, we used Weibo and Wechat to keep our viewers and customers informed on

YHD’s battle with the new leader for ecommerce dominance.

SOLUTION

Uncle-ad enlisted the help of effective KOL’s to help spread the message about YHD.

Content was distributed via Wechat & Weibo.

Simple but strong key message transmit by chosen KOLs, strongly increase the awareness of YHD‘s absolute price advantage.

RESULTS

From March 20st to March 30th 2014 From March 20st to March 30th 2014

WEIBO WECHAT

Post by 11 influencers

9000 forwards

700 comments

Post by 16 influencers

500,000 reach

200,000 reads

35,000 shares

Uncle Advertising is a full service agency providing creative advertising solutions, digital marketing and social connectivity strategies. We provide ‘creative solutions’ which build brands and businesses in China. We help brands to listen, understand and engage in conversations in chinese social media: Weibo and Wechat. For more information, please visit our linkedin company page Uncle Advertising (Scan our QR code), follow us on Twitter @ShanghaiUncleAd or drop us an email at josselin@uncle-ad.com. Contributors: Elsa Bouillot, Josselin Roulet, Morris Lipman