CASE STUDY April 2014

SOCIAL MEDIA

The city of Paris

BACKGROUND

• The city of Paris marketing department strongly believe in social media as a tool to increase awareness and provide useful information for tourist and residents.

• However, there are a lot of Chinese residents and tourists in Paris who are not using

Facebook and Twitter.

CHALLENGE

• The city of Paris wants to create a communication platform in Mandarin language to inform, listen and engage with the Chinese residents and tourists.

• In early 2014, which social media platform is the most popular and most relevant to Paris target audience?

• Which editorial line shall we develop to attract fans and find the right voice?

Flower exhibition

• WeChat is the most used social platform by the Chinese community.

• Designing an integrate strategy including 3 articles a week of high value content, relevant

to the target interests, with attractive pictures.

SOLUTION

Cooking show

Valentine’s day Autolib

Safety in Paris

Marvel exhibition

Mardi Gras Best picnic spots

TO

PI

CS

RESULTS

Within3months

26 articles posted 2000 followers 6205 article views 210 shares

• Paris city selected the right communication tool to approach the Chinese target.

• It gathered more than 2000 followers within 3 months.

Chinese fans can get individual support and receive exclusive content in Mandarin through Wechat platform.

Uncle Advertising is a full service agency providing creative advertising solutions, digital marketing and social connectivity strategies. We provide ‘creative solutions’ which build brands and businesses in China. We help brands to listen, understand and engage in conversations in chinese social media: Weibo and Wechat. For more information, please visit our linkedin company page Uncle Advertising (Scan our QR code), follow us on Twitter @ShanghaiUncleAd or drop us an email at josselin@uncle-ad.com. Contributors: Elsa Bouillot, Josselin Roulet, Carole Orphelin