case study | yihaodian - yhd (walmart)
DESCRIPTION
Social Media Case Study - Yihaodian - YHD (Walmart) Made in China by Uncle Advertising, a full service agency providing creative advertising solutions, digital marketing and social connectivity strategies for brands in China.TRANSCRIPT
CASE STUDY April 2014
Yihaodian - YHD
SOCIAL MEDIA
BACKGROUND • Founded in 2008, YHD is one of the fastest-growing eCommerce company in China with 57 million
registered users and a total of annual sales of 11.54 billion yuan in 2013.
• Since 2011, Walmart has been a major investor in the company and in 2012, became majority shareholder and has since controlled 51% of YHD.
www.YHD.com
CHALLENGE • To create an event which engages the audience and draws attention to YHD mobile phone product and
the benefits of using the service. • The campaign would give the audience a tangible example of YHD excellence, while drawing popular
attention and educate consumer curiosity about recycling issues.
SOLUTION • We devised the recycling awareness campaign 以旧换新 and launch a mobile responsive website that
gives each phone a price value.
100% of the materials in your phone can be recovered and used to make new products or generate energy. But, only 9% of people recycle their old phones even though they’d be far better off recycled.
• Take our ten steps questionnaire to recycling and see how easy it is to exchange their old phones for credit
towards a new phone on YHD.
RESULTS
2000 recycled phones
Content distribution
Distribution amplification
WeChat Weibo 16 different YHD accounts
480,000 impressions 200,000 clicks
35,000 shares and comments
11 different YHD accounts 9,000 clicks 700 shares and comments
3 Wechat KOLS Attracted 6,000 clicks
250 shares and comments
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 [email protected]. Contributors: Elsa Bouillot, Josselin Roulet, Morris Lipman