Instagram in China The China Platform Project | Feb 2014

The Only Western Social Platform Relevant in China?

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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

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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

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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

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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.”

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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.

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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.

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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

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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

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•  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

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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)

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•  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

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•  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/

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•  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

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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