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bluefocus hosted roundtable at cannes on unleashing the power of social commerce-凯发k8娱乐

cannes (france), june 20, 2016 - during cannes international festival of creativity, the world’s most credible annual advertising event, bluefocus, the first chinese marketing and communication participant of this event, staged a high-level roundtable “unleashing the power of social commerce” together with global leading media group haymarket.
the roundtable brought together high-level panelists including kelly vanasse (a global communications vp at procter&gamble), ching law (gm of tencent’s social and performance ads department), joey bian (jd.com’s head of ad tech strategy and innovation), and holly zheng (ceo and president of bluefocus international). it featured discussions on the textbook example of jd & tencent project—sk-ii women’s day campaign. operated by bluefocus’ domob, this project epitomised a seamless integration of bluefocus’ agent marketing capability and big data from jd.com and tencent, building brand awareness and driving sales for sk-ii at one shot.
how to use technology and data to unleash the power of social commerce? what role can agencies assume?
in the case of sk-ii women’s day campaign, how can social commerce contribute to brand awareness and sales? what role do agencies play? the roundtable kicked off with these questions from moderator steve barrett, haymarket’s prweek global editorial director. ching law responded, “we use advanced technology to combine a wealth of social media data from tencent, china’s largest social media platform, and information on consumer behaviour from jd.com, a leading e-commerce platform. after in-depth analyses, data lead to meaningful business insights that allow well-targeted and tailored approaches to deliver higher marketing efficiency. this is how a closed service loop covering processes from brand building to ordering emerges.”

ching law, general manager of social & performance ads department, tencent

joey bian added, “jd & tencent project introduces an unprecedented opportunity to brands—technology and data are real efficiency boosters for reaching target groups of consumers. we are committed to increasing the visibility of foreign brands encumbered by low brand awareness in china.”

joey bian, head of ad tech strategy & innovation, jd.com

the crucial role of bluefocus, as ms. holly zheng described, lies in “its offering of an intersection of creative, technology, and service. competent in thoroughly understanding target demographics, our idea execution team analyses available data, and translates these insights into tailored data-based creative solutions that fully validate marketing efforts.”

holly zheng, ceo & president of bluefocus international

how does creativity contribute to data-based and tech-driven innovative marketing?

 admittedly, data and technology are building blocks of an enabling environment, while idea is the essence in jd & tencent project. this pioneering social commerce marketing project provides a platform, as industrial movers and shakers hailed during the talk, where bluefocus and its peers offer tailored marketing services to brands including sk-ii, with strategies well-targeted to consumers. empowered by this project, e-commerce marketers can bring their ingenuity into full play.
holly zheng defined the best creativity as “delivering the right message at the right time to the right audience”.
kelly vanasse also shared his marketing maxim—accurate consumer insight is the winning formula. “we haven’t missed the recent buzz on young heartthrobs and mr. charming in china. that’s why we’ve invited much-loved wallace huo as our spokesperson—and influencer—to attract consumers. in addition, based on in-depth consumer insights, we distributed tailored content to tie the women’s day campaign to best results.”

kelly vanasse, vp of global communications, procter & gamble

zheng introduced how domob segmented the market. “with accurate data analytics, domob first identified three target groups: sk-ii prospects and consumers, interactive users, and fans of wallace huo. this was followed by an integration—enabled by technology—of social media scenarios and e-commerce platforms. finally, domob tailored ads for wechat and other social platforms to drive traffic to sk-ii flagship store on jd.com, and there takes shape a closed service loop covering processes from brand building to ordering.”

the one-hour roundtable saw heated discussions between representatives from brands, media, and agencies and industrial leaders. it was also a global stage where bluefocus demonstrated its muscle in international social commerce marketing. 

in addition, bluefocus’ cossette brought home two cannes bronze lions this year.

q&a session

roundtable participants


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