Danni's Blog

What’s the most important holiday in February? In many western countries, the answer is Valentine's day. However, if you ask this question to your Chinese friends, their answer will be Lunar New Year (the Chinese New Year). Lunar New Year is the biggest festival of the entire year in China. Many Asian countries like South Korea, Thailand, and Singapore also celebrate this festival. For many companies, Lunar New Year is a great chance to develop more consumers in Asia and to build a positive brand reputation among the groundswell. Today, we are going to talk about Overwatch and its 2018 Lunar New Year Campaign. Before we start the analysis of Overwatch’s performance on social media, let’s learn some background information about the company and its social media platforms. Brief introduction of Overwatch Overwatch is a team-based multiplayer online shooter video game. It was developed and published by Blizzard Entertainment in May 2016 . The game quickly became popular all over ...

“What was the most popular video game in 2017?” To many game players, the answer will be Overwatch. Overwatch is a team-based multiplayer online first-person shooter video game developed and published by Blizzard Entertainment . On October 16, 2017, Overwatch officially announced the registered player number reached a milestone of 35 million ! It’s okay if you don’t know the game! But here is a moving story about Overwatch you should not miss. On May 23, 2016, Hongyu Wu, a Chinese young man, sacrificed his life when he was chasing after a motorbike thief. After Hongyu's death, knowing he was a big fan of Overwatch, Hongyu’s friends decided to write down his story and publish it to the online forum about Overwatch. They hoped that more people could know his story. After they posted the story online, thousands of people replied, and many were moved by his story. Some people even emailed the director of Overwatch hoping that they could do something to commemorate him. Two months ...

If you are a brand executive of a company, what will you do on Thanksgiving day? Post a “thank you” poster for your customers on social media? Perhaps this will be the most common choice of many companies. However, last year (2017)  Durex China gave us an unexpected but interesting answer of what brands can do on social media for Thanksgiving day. On November 23rd Durex started a co-brand interaction on Weibo. From 10 a.m. (UTC+8) to 11 p.m. Durex China’s Weibo account published “thank you” posts to 13 brands in seemingly unrelated fields . The first brand Durex China chose to say thank you was Double Mint and by using a play on words Durex was able to successfully make a connection between the two brands. Following this Durex China published one thank you post to a different brand every hour. And at the end of the day, they published a total of 13 thank you posts and got 12 replies from the various brands. This co-brand interaction marketing on social media became a grea...

If you were in Hangzhou, China, on March 20th, 2017, when you were waiting for a subway train, you might come across a special train decorated with posters of comments from NetEase Music. That was a campaign started by NetEase music— a music and video streaming platform in China . Two days after NetEase Music launched the special train, the campaign became the hottest topic on China’s social media. How successful was it? Let’s see some data. According to  WeChat Index , the keyword “NetEase Music” has a sharp increase on March 20th and reaches a peak on March 23th. The data indicates that during that period, a large number of users on WeChat were discussing NetEase Music. From Baidu Index , we can also find that during the campaign (from March 20th to March 27th), the searching of “NetEase Music” is more than before. The success of this campaign on social media not only attracts more users for NetEase Music but also benefits the financial state of the company. In the boo...