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Myth Busting Banksy
I believe that while Sotheby’s was likely not fully aware of what was going to happen, they had a suspicion that something was up and played along for the sake of theater. To minimize the disruption, they put the Banksy work last, but until the shredded work scrolled out the bottom of the frame, the exact nature of the prank was not clear to them. I suspect that Sotheby’s knowledge was limited to knowing something harmless was up that potentially could benefit them as a PR stunt.
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6 days ago by cynddl
production  advertisement 
18 days ago by slnbookmark
8 weeks ago by umeruma
CMの実務的な「パクリ」について - 北小路ゲバ子の恋
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10 weeks ago by umeruma
Marketing in China: Industry Interviews

Paul Lin, OMD
"The hottest channel that all of our clients are asking about is Douyin. [...] Little Red Book can be a place for product discovery [...] sense of Chinese nationalism, the growing strength of the country and the pride that it has instilled in citizens. Brands that can tap into this can align themselves with the zeitgeist."

Jerry Clode, Resonance
"Ideally, a brand should focus on one to two holidays per year which make sense from a storytelling perspective. Then ensure that these events are promoted and communicated as a phased media engagement. There is little value in trying to cover the entire calendar. [...] ROI metrics are increasingly defined by brand sentiment. Also, due to the increasing sophistication and integration of e-commerce, ROI metrics are now encompassing sales conversion. [...] WeChat and Weibo remain dominant, but 2018 is the year of video. One of the biggest video-sharing platforms, Meipai, receives eight billion views a month. Chinese influencers and celebrities love to use these apps to create a closer connection to fans. The growth of these platforms suggests brands should consider integrating short video and live-streaming into their marketing strategies. [...] The Little Red Book are especially suitable for cosmetic or fashion brands because of their concentration on selfies and cosmetic sharing. [...] Platforms like Douyin and Bilibili index very young, below 24 years old. The strategy for this platform is very different to WeChat or Weibo – not only the content execution, but also the tone of voice and tactics. [...] With more WeChat official accounts launching mini-programmes, it has become much easier for consumers to shop and a sales ROI can be more closely tied to a social media campaign."

Ashley Dudarenok, Alarice and ChoZan
"Lucky draws are the most common campaign type on Chinese social media. Generally, in a Weibo post or at the end of a WeChat article, a topic is raised for discussion and readers are encouraged to leave a comment or send a private message to the official account for a chance to win a lucky draw. These are effective in encouraging user interaction, attracting new followers and increasing loyalty.

User-generated content is another type of popular campaign strategy. Brands can encourage users to create something, like a themed photo of themselves with the brand’s merchandise, and upload it to a campaign page to win a gift. Brands also cooperate with KOLs who encourage their followers to participate.

This type of campaign is another kind of lucky draw. The core difference is that visual user-generated content is more persuasive than written testimonials. It helps brands collect high-quality original content from their followers that can be used in other marketing activities."

Fashionmeetsorganic  Agrachina  Marketing  Report  Market_Report  Communication  Advertisement  Business_Advisory_relevant  Strategy  Branding  China  Video_Platform 
11 weeks ago by eocas

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