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
