Challenge

How to make consumers have a further understanding of and echo with the brand claim: The Creative Life.   

Insight

Taking advantage of the Chinese New Year, combining it with the general crowd insight "In the eyes of parents, I was always a child" to create an emotional TCL image.

Solution

Make loving micro-films, use emotional language, images, backgrounds,  atmosphere to make consumers feel excited, combining it with Chinese New Year reunion atmosphere, conduct on line topic promotion, increase brand visibility, topic popularity, and expand brand influence. 

Result

• Communication coverage: 532.26 million people
• Activities interaction volume: 87.22 million times
• Accumulated forwards and comments: 390,000 times
• Wechat read : 700,000
• Weibo forwards volume: 92,000 posts
• Micro-films total clicks: 54.97 million times