CASE STUDIES
Generating Market Buzz across SEA with Full Digital Marketing
Brand
iQIYI
Services
Advertising
Scope
Digital Marketing
Market
TH, MY, ID, PH, VN
Challenges
iQIYI wanted to boost its brand awareness and promote its Asian-oriented content optimally in the Thailand, Indonesia, Philippines, Vietnam and Malaysian market – as part of its expansion to Southeast Asia.
01
Strengthen iQIYI’s “Young, Trendy, Fun and Energetic” image while localizing their marketing campaign
02
Brand activation programs that generate high reach and engagement rates
03
Establish market presence in Southeast Asia by going viral upon its entry
Solution
In 2020, TikTok was the world’s most downloaded app, placing the spotlight in Thailand and Vietnam as the #3 and #4 country with the highest numbers of TikTok users in the world. It became extremely popular among Gen-Z and millennials, especially in Singapore, Thailand and Malaysia, due to its original and fun content. As one of the first few official partners of TikTok, we had ample resources and expertise to help iQIYI in making its big break in these Southeast Asian markets using TikTok. The huge potential of partnering iQIYI with TikTok to generate optimum views and engagements, especially for the Asian youths was undeniable.
01
Leverage TikTok’s wave in the Thai market to target Gen-Z and millennials for a viral social media campaign
02
As the official partner of TikTok in Indonesia, we partner TikTok with iQIYI to customize a package to generate maximum views and engagements
Execution
We conducted a fully-optimized TikTok Hashtag Challenge package, named #iQIYIWithYou, which lasted for 6 days. We curated and managed the best local influencers and buzzers in Thailand to drive the whole hashtag challenge. To further amplify the campaign, we also strategized and managed iQIYI’s TikTok ads to further boost iQIYI’s visibility and participation rate. These TikTok ads format are perfect for iQIYI to maximize reach and engagements of the hashtag challenge, massively generating brand awareness in Thailand.
01
End-to-end management of fully customized Hashtag Challenge package:
- Branded HTC
- Branded video effect
- Official music
- Official video
02
Curated and managed the best local influencers and buzzers to drive the campaign
- YouTube
- Tiktok
03
Boosted KOL-generated content and HTC with TikTok ads:
- In-feed Ads
- Top View Ads
- Hashtag Challenge banner
04
Using the best buzz-creating platform: Twitter to generate discussions and conversations about iQIYI content
- First View
- Promoted Trend
- Spotlight
05
Creating dedicated H5 page for iQIYI for user engagements and content promotions:
- Promotional videos
- Face Swap Game with prizes
- Posters
Our Work Result
280M
impressions generated during campaign
150K
UGC content, with 300% of expected UGC video quantities
300%
increase on iq.com organic search by end of campaign
Extra Wide
coverage of all major SEA countries, except Singapore
129M
total video views of TikTok Hashtag Challenge
7.06M
total engagements (like, comments & shares) of TikTok Hashtag Challenge
82M
total impressions and 190K total clicks of In-Feed and Top View ads
(2x Thailand’s benchmark)
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