1

WE ARE WHAT’S NEXT

WE ARE

WE ARE

A global marketing and technology

agency, blending strategic, creative,

media and technical expertise to

create business value.

the digital age … … by leading them

through innovation to make impact

We help transform businesses for

The Individual

Strategic Insight

Context

Channel

Insight

Bought, Earned & Owned Media

Engagement

Conversation

Awareness

The Brand

Services

Stories

Campaigns

Distribution Creativity

Over $1bn digital media optimized annually

250m monthly online interactions

350,000 API calls per minute

44m community members actively engaged

Over 200 awards in 2012

9 Cannes Lions (including 2 Grand Prix)

OMMA (US) & Marketing (Europe) Agency of

the Year

Over a petabyte of info

analyzed every month

350 data scientists globally

14 BN monthly user sessions

Digital Business Design

complete digital agency

We are the world’s most

• Advocate management

• Influencer engagement

• CRM

• Loyalty

• Social CRM

• Programmatic buying

• Social targeting

• Personalized experiences

• Applications

• Customized content

• Branded utility

Insight Creativity Distribution

Mobile

& Web

Video

Social

Physical

Experiential

Display

Rich Media

Email

Individual insight Think, feel, say and do

Interest mapping • Connections

• Interests

• Influences

• Motivations

Identity resolution • Presence

• Activity

Customer database • Transaction

• Engagement

Context • Location

• Environment

• Current affairs

• Channel

• Competitive pressure

São Paulo

US Atlanta

Boston

Chicago

Connecticut

Detroit

LA

New York

Philadelphia

Buenos Aires

USA

2350

Europe Amsterdam

Brussels

Berlin

Cologne

Hamburg

Munich

Paris

Madrid

Milan

Zurich

GERMANY 330

India Ahmedabad

Bangalore

Mumbai

New Delhi

Nordics Denmark

Finland

Norway

Sweden:

Goteborg

Malmo

Stockholm

UK 800

NORDICS

250

W. Europ

e 800

UAE Cairo

Lagos

Johannesburg

ASIA PACIFI

C 970

SE Asia Bangkok

Ho Chi Minh

Jakarta

Kuala Lumpur

Manila

Singapore

China Beijing

Guangzhou

Hong Kong

Nanjing

Shanghai

Taipei

Wuhan

Xiamen

Hefei

Chengdu

Auckland

Sydney

Tokyo

UK Edinburgh

London

Seoul

The largest marketing and technology network in the world:

5,700+ people across 48 offices

We are the LARGEST social media

marketing service provider in China:

350+ people across 9 offices

Have worked with over 200 top brands

CHINA REACH AND SIZE

9 EXISTING OFFICES (SHANGHAI / BEIJING /GUANGZHOU /

CHENGDU / XIAMEN / HEFEI / NANJING /

ZHENGZHOU /HONGKONG)

11 COVERED CITIES (SHENZHEN / CHONGQING / WUHAN /

HARBIN / KUNMING / FUZHOU

/HANGZHOU / NINGBO /XIAN /WUXI

/ZHUHAI )

GLOBAL PERSPECTIVE LOCAL RELEVANCY

ACQUISITION OF NET@LK

2009 2010

2012

2008 2007

Apr. 2007

4 staffs.

Aug. 2007

11 staffs

200+ program

1st big brand Adidas(Still our client

today)

Dec.2008

24 staffs

Dec.2009

60+ staffs

Jun.2010

60+ Big brands

Nearly 350 staffs .

5 firms

10 offices

6 cities

20+ big brands The OLP campaign Adidas

/ UPS / Philips /Mentos /

Starbucks…

40+ big brands

Partnership with several

4A agencies.

2 New office (Beijing & Guangzhou)

1st subsidiary ( Innovation)

1 video producing (Lenx)

1 CRM firm (Simone)

1 Online Buzz Consulting

(BuzzReader)

Dec.2010

100+ staffs

OUR MILESTONE

2013

Acquisition of

Net@lk.

DigitasLBi now

is the Largest

social media

marketing

service provider

in China

• Fan Interaction

• Topic Seeding

• Trouble Shooting

• Media Partner MGMT

• Platform Management

• KOL Management

• Account Creation

• Account Maintenance

• Updates and Interaction

• Account Design

• Activities & Social Apps

• Content Creation

• Campaigns

• Content Strategy

• Platform Strategy

• Distribution Strategy

• Buzz Angles

• Brand Perception

• Target Audience

• Competitive Analysis

• Product Environment

Creative

Development

Account

Management

Media

Relationship

Social

Editor

Strategy

Planning

Market

Research

SERVICE PORTFOLIO

• No. of Fans, PI, UV

• Level of Interaction

• Sentiment

• Key Word Performance

• Campaign Impact

Buzzreader

• Concept Development

• Script Writing

• Production

• Post Production

Lenx

Monitoring

& Tracking

Viral Video

Production

Engagement Participation

(Reply/Repost/UGC)

Sales contribution Sales leads

Social platform TECHNOLOGY development

So

cia

l in

itia

tives f

or

PE

OP

LE

infl

uen

ce &

in

tim

acy

SOCIAL CREATIVE (TALK / ENERGIZE)

CONNECTING THE FEW –

KOL & Platform (SUPPORT / EMBRACE)

SOCIAL DATA FOR SOCIAL

INTELLIGENCE (LISTEN)

Buzz Impression

Connection Fan amount

Social Monitoring

{Interface}

Social Trend Report

Social Data Mining

Social Research

Social Listening Product

KOL Program

(Loyalty Program)

Community management

{Micro-blog}

Brand as a service

{WeChat}

Fast Moving Social

Creative & Activation

{Micro-blog}

Mobile Context Brand Story

{WeChat}

Social CRM

Upgrading service

New service

Our Innovation

CHINA DIGITAL CAPABILITIES

Digital Strategy

Account Planning

Social Planning

IWOM

Data/Analytics

Creative

Tracking Monitoring

Website Design

Viral Video

Branded content

Tech & Production

SEO SEM

Media Buying

KOL Management

Email Marketing

Website Develop

Mobile

OUR CLIENTS

CLIENTS SERVED

CLIENTS SERVED

CASE STUDIES

CHOCLAIRS MMM

CASE STUDY

MOT Marketing

Choclairs re-positioned its brand in

2012 and was going to build brand

appeal of “Enjoy the Art of Anticipation”

by a hot event

Challenge

- How to ambush brand message in the event

- How to generate viral effect

Objective

CHOCLAIRS MMM

CASE STUDY

Solution

1. Find a hot event 2. Ambush brand

message in the MOT

marketing

3. Viral it online

- H&M had joined

hands with MMM to

launch its new

product on 15th Nov

that was quite

anticipated by TA.

- On the day of new

product issue, four

pretty Choclairs girls

distributed Choclairs

candies to the people

in line drawing all the

attention of public.

- Invite Jiliang in SH and

Happy Zhangjiang who

have huge influence

among KOL industry to

create UGC and attract

more KOL to forward

the news

spontaneously.

CHOCLAIRS MMM

CASE STUDY

Result

- Gain 4,383 engagement

in two days;

- Good reputation in the

marketing industry. The

case has been included in

the classic examples of

viral marketing and also

been considered as a

successful MOT case. Industry tweet

CEO of Ogilvy & Mather

Praise

Senior Consultant of

Ogilvy & Mather Praise

Campaign Analysis

H&M new product launch was a MOT opportunity for

Choclairs to promote its new concept of “Enjoy the art

of anticipation”. The brand rode on this opportunity

and conducted MOT marketing to influence consumer

Achievement

TOBLERONE

THANKSGIVING

CASE STUDY

Special product

design x O2O

- Strengthen brand image of

“Toblerone = Thank you” and increase

purchase intention during the

thanksgiving

Challenge

- How to lead consumer understand that

“Toblerone = Thank you” ?

- How to increase purchase intention?

Objective

TOBLERONE

THANKSGIVING

CASE STUDY

Solution

1. Design “thank

you” sleeve

2. Share thank you

on the mini-site

3. Weibo

promotion

- Consumers can use

Toblerone as a great

gift of which they can

write their thanks on

the Thank you sleeve

-Take a photo of the

Thank you sleeve,

upload it, and tweet on

weibo, consumers will

have a chance to win

big prize(ultra book/

camera/ New iPad/

souvenir).

- Such KOL as 杜海涛

to promote Thank you

related content to

inspire consumer.

- An online activity to

drive traffic using e-

coupons as incentive

TOBLERONE

THANKSGIVING

CASE STUDY

Result

- Special product design to link brand image

with “Thank you =Toblerone”

- The mechanism of campaign site to

enhance brand image and engage consumer

online to offline to boost sales

Achievement

- Generate sales more than 10,000

- 10,391 participants in total

- Gain more than 100,000 engagement during

the campaign

Campaign Analysis

ANZ HOBBIT SAFE

VIDEO

CASE STUDY

Ride on hot film x

Mini-site

engagement

- As part of the partnership of Warner Brothers

and official airline to middle earth, ANZ developed

a number of global asset for Hobbit including a

new safety video, which ANZ is willing to utilize to

announce ANZ as official airline to Middle Earth

and drive Weibo fans to local campaign.

Challenge

- Hobbit movie would be launched months later at

that time and it also has been ten years passed

since Lord of the Rings. It maybe faded from

people’s memory.

- How to make safe video interesting as the video is

not attractive?

Objective

ANZ HOBBIT

SAFE VIDEO

CASE STUDY

Solution

1. Memory pull back 2. Campaign

promotion

3. KOL follow up

- Ride on Hobbit and

release some warm-

up posts to conjure

up the memory of

Lord of the ring and

herald campaign in

advance

- Launch the campaign

site in which

participants could get

a gift as long as they

got correct answer

when watching safety

video

-KOLs make live report ,

leading to expand

campaign influence

ANZ HOBBIT SAFE

VIDEO

CASE STUDY

Result

- Release content related to hot film of Hobbit

pulling public memory back to the lord of the

ring

- Mechanism set up in the campaign site

enables participants love to watch safety video

Achievement

- Gain 23,862 engagement on weibo

- 13,132 participants in campaign site

- 28,357 interactions in BBS;

- 1,355,724 video browsing

Campaign Analysis

Mini site

KOL Promotion

ADIDAS GIRLS

CASE STUDY

Creative event x

Festival occasion

- adidas girls is going to promote brand

concept of “We are sister” and expect this

concept to resonate target audience

Challenge

- How to highlight ”We are sister” concept?

- How to attract more followers?

Objective

ADIDAS GIRLS

CASE STUDY

Solution

1. Girls topic related to

“We are sister”

2. Conduct offline

event in the Girls Day

- Collect and analyze what kind

of topic girls are interested in

- Ambush “We are sister”

message in the topic to

generate discussion

- Conduct offline “Girls Privilege

Day” event in the girls day

- A handsome guy will give girls

a ride to the destination and give

them a surprise gift as long as

they push the red button in the

bus stop

ADIDAS GIRLS

CASE STUDY

Result

Creative idea with message ambush enable

the event viral online and generate

discussion

Achievement

- Gain 38,000 followers

in only 45 days

- The event was posted

by CCTV NEWS

Campaign Analysis

Posted by CCTV Event Day

Thank you!