1. Evolution of live streams: From sales to branding:
During lockdown, brands used live streams to build branding.
Cartier hosted its first livestream on Taobao Live to showcase a 28.3m USD necklace.
2. Rise of Key Opinion Consumers (KOCs):
Many brands, such as L'Oréal, now train their own consultants to perform product demonstrations on live streams - as opposed to celebrities.
3. Al-powered CRM systems:
Maybelline shows how brands can leverage AI chatbots to respond to users' customer service enquiries on their WeChat Mini Program.
4. Lower-tier cities included in e-commerce sales events:
Over the course of the year, small merchants - from farmers to blacksmiths to chefs - took part in live stream sales events.
5. Short Video Apps:
Short video apps - especially Douyin (TikTok) and Kuaishou - have become a platform for marketers to educate consumers about their content.
Which came first? Media or Creative?
Google Mapped the intersection of "Strategy and Creative". Couldn't find it.
Spot Plans are like Quantum Dots. They're always in a state of flux
