Social@Ogilvy China Platform Project - Instagram in China

1. Instagram in China
The China Platform Project | Feb 2014

2. The Only Western
Social Platform
Relevant in China?

3. 3
What is Instagram?
• Instagram is a social, mobile app that
allows users to share photos and
short videos with various filter effects
• Instagram is one of the few Western
platforms accessible in China
• It was launched in 2010 and was
acquired by Facebook in 2012
• Users can share direct from Instagram
to Sina Weibo

4. 4
A fast-growing platform
In 25 languages
including Chinese
* Sources: Left - Instagram.com, Feb 2014; Right: GlobalWeb, 2013
150M
Global Monthly Active Users
60%+
People Outside U.S
55M
Average Photos Per Day
1.2B
Likes Daily

5. 5
Compared with…
What sets Instagram apart
from other platforms?
Instagram is:
- Simpler: photos & video in
one simple format
- More global: Allows contact
with people outside of China
- More “artsy”: Attracts
creative people through its
high-quality filters

6. 6
Indications of China
scale and growth
The platform has been mentioned around three million times in the past three
months on Sina Weibo*, with apparent growth:
0
500000
1000000
1500000
Nov-13 Dec-13 Jan-14
“Instagram” Mentions on Weibo
870144
837184
1203040
* Data collected using Sina Advanced search and should understood “relatively” to
demonstrate growth, rather than in absolute terms.
A large amount of these posts are direct shares from Instagram (users can share direct to
Weibo from Instagram) and so are indicative of a wider base of China “Instagrammers.”

7. 7
Large amounts of content from
China “Instagrammers”
#Shanghai: 1.3m posts #CNY: 958,334 posts #中国: 210,482 posts
Chinese fan comments
on Korean Singer’s post
Large amounts of photos taken in China, tagged with both English and Chinese, can be
found; Chinese-language comments can also be easily found.

8. 8
Still don’t see the
relevance to China?
A “grey market” of fake fans, fake comments etc. has emerged – any person or
brand can easily pay to be followed or commented on by zombie accounts, as
these screenshots from Chinese e-commerce platforms demonstrate.

9. 9
Key Brand Opportunity:
Brand Pages
Starbucks
2.1m fans
376 posts
Marc Jacobs
1.1m fans
612 posts
Brand Wade (Li ning)
21k fans
59 posts
I.T
123k fans
2407 posts
Foreign Brands Chinese Brands

10. 10
Share Other Users’
photos about brand.
Post Photos of
Offline Campaigns
Update New Shop
Information
Announce and
Interact wiith
Spokespeople
Key Brand Opportunity:
Brand Pages
Best Practice: Photos Shared by Brands

11. 11
• Levi’s reached 7.4 million
people in the U.S. across a
nine-day period, targeting
people aged 18-34
• Ben & Jerry’s reached 9.8
million people in the U.S. over
eight days, targeting people
aged 18-35
Key Brand Opportunity:
Advertising (US market)
Sponsored Stories & Photos
* Source: http://business.instagram.com

12. 12
Stylist
Han Huohuo
148k fans and 1502
posts
Grass-roots Model
呛⼝口⼩小辣椒
167k fans and 605
posts
Vogue China
10k fans and 82
posts
Key Brand Opportunity:
Influencers (esp. fashion)

13. 13
• With Range Rover Sport’s audience having a strong interest
in travel, photography and extreme sports, Social@Ogilvy
London created a social campaign that allowed creation of
premium and engaging content that was seeded via influential
content creators from those specific areas.
• Range Rover invited amateur photographer and highly profile
Instagramer, Mike Kus, to publish photos via his own
Instagram account, documenting his trip to Colorado for this
project. At that time he had over 500K followers. Now he has
over 750K.
• Land Rover started its global Instagram account at the
beginning of the campaign, and in just seven days grew from
0 fans to 1,400. And that‘s without using any paid on
Instagram or any other platform to drive to the account.
Key Brand Opportunity:
Campaigns
* Source: Range Rover Sport’s Record Setting Driven Challenge; Social@Ogilvy Case Studies

14. 14
• OgilvyOne UK created ‘Liptagram’,
a global photography competition
for Lipton Tea, in its first campaign
to target a younger demographic.
• Liptagram is a four-week photo
challenge where fans tag their
Instagram photos with weekly
theme hash tags, for example
#LiptonBrightness, celebrating
Lipton’s core values. Weekly prizes
will be awarded to the winners of
each challenge
• Liptagram is the first Instagram
competition that ran globally and
simultaneously across 11 countries
in 7 different languages.
Key Brand Opportunity:
Campaigns
* Source: http://www.ogilvy.co.uk/ogilvy-one/2013/02/14/ogilvyone-uk-targets-new-demographic-
with-%E2%80%98liptagram%E2%80%99-for-lipton-tea/

15. 15
• Red Bull: “Instagram your Inspiration”
• Through the lens of Instagram, British fans were
encouraged to submit inspirational photos featuring
red, blue and silver (the colours of specific flavors
of the new Red Bull Editions drink) using 3
hashtags: #rededitionplease, #silvereditionplease
and #blueeditionplease
• The best entries were brought to life with
billboards, which later were displayed in five
different cities around UK
Key Brand Opportunity:
Campaigns
* Source: http://econsultancy.com/blog/62980-four-great-examples-of-brands-using-instagram-to-
break-free-of-the-browser

17. 17
Questions?
Ben Xu
Assistant Associate
Social@Ogilvy Beijing
xuben0506@sina.com
Jeremy Webb
National Director
Social@Ogilvy China
jeremy.webb@ogilvy.com
Dora Yin
Associate
Social@Ogilvy
Dora.Yin@Ogilvy.com