In China, there are more than 85 websites and apps with an average daily visit volume of over 50 million. Throughout China, there are about 360 TV stations, 306 radio stations, more than 500 print media and a great number of outdoor media in various forms in the places people live their lives. There is no doubt that China has the world’s most complicated media environment. In addition, as the post-90s youth group becomes China’s new consumer force and digital media rises rapidly, the information contact habits of people are also experiencing rapid change. As a result, our clients’ marketing issues have become more diverse and complex. Fortunately, I’m right in this complicated market and our work has become increasingly interesting.
In order to focus on the interest circle of the young and new consumer group in China, we use an innovative marketing strategy called Multi Boost Marketing, in which we combine multiple product features that young people like, such as sports, technology and fashion, and ask for cooperation from celebrities including famous athletes, DC movie heroes and Chinese movie stars, to create a series of creative ads that inspire curiosity. In order to accurately reach target groups with different interests and preferences, we also adopt an innovative media cluster media strategy and PMP (Private Market Place) that allows precision distribution of ads combined with big data to accurately deliver differentiated advertising creative ideas for multiple areas of interest to target audiences and maximize the efficiency of budget use. In this way, we increase the proportion of young users significantly.
At GIMC-Hakuhodo, we adhere to a Sino-Japanese management style that combines GIMC’s DNA—strengths in resource integration and execution capabilities—and Hakuhodo’s DNA—its Sei-katsu-sha Insight and Partnership philosophies—and constantly strive to provide our clients with the best marketing solutions aimed at young and new consumer groups.
Roles and titles current when this article was published in November 2018.