CASE STUDY June 2013

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* • YHD is a shopping platform where customers can buy all their essential daily items at competitive prices:

F&B, imported food and beauty care, health and nutrition care, toys, appliances.

• YHD offers a positive and unique experience in online shopping to its customer.

www.YHD.com

*2011

High exposure of YHD with its virtual supermarket

YHD is now selling MOBILE PHONE

Increasing YHD brand awareness and brand preference Building up competitive advantage against key competitors like JingDong and YiXun

CHALLENGE

CONSUMER INSIGHTS

• Price drives purchasing decisions • 597 million Chinese users are active on microblogs • The number of online game users is growing fast

GAME PHOTOCONTEST

From June 25th to July 2nd 2013 • Play the game online and share your results on

Weibo @1号店 with the hashtag #天降手机# • The best pictures win phones, accessories and

vouchers!

From June 21st to June 25th 2013 • Take a creative picture including YHD Logo and

post it on Weibo @1号店 with the hashtag #1拍即得赢免费手机#.

• The best players win phones, accessories and vouchers!

SOLUTION

From June 21st to June 30th 2013

• Share by 40 Influencers • 4 167 posts with the hashtag #1拍即得赢免费手机#

• 9 600 reposts

• 10 mobile phones Winners

From June 25th to July 2nd 2013

• Up to 2 000 players a day • 18 798 posts with the hashtag #天降手机# • 15 029 reposts

• 80 mobile phones Winners, 80 vouchers Winners

RESULTS GAME PHOTOCONTEST

Increased sucessfully the visibility of YHD Mobile Phone Platform

A total of 800 Million page impressions Including Weibo, mini site and BBS

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: Eshion Gao, Elsa Bouillot, Josselin Roulet