CBI Case Study: Ringing in the New Year by Challenging Traditional Gala Shows

 /  CBI  / 
Although not as big as the Lunar New Year, which is just a few weeks away this year, the New Year on the Gregorian calendar still provides ample opportunity for entertainment extravaganzas and brand engagement.  Read More

CBI Video: Airbnb Seeks Good Fortune With Animation for Lunar New Year 

 /  CBI  / 
Airbnb made its first foray into animation by tapping the renowned Taiko Studios to create a set of characters that can represent the brand in China. Read More

CBI News Wrap: New Year’s Campaigns and Gala Shows

 /  CBI  / 
Although not as big as the Lunar New Year, which is just a few weeks away this year, the New Year on the Gregorian calendar still provides a major marketing opportunity for brands in China. Read More

CBI News Wrap: How Brands Work With Christmas and Star Wars in China

 /  CBI  / 
Though Christmas is not an official holiday in China, it has long been popular among urban youths who celebrate by exchanging gifts and dining out, and brands have tapped into these consumption trends and the IP surrounding Christmas with a slew of secular marketing campaigns Read More

2019 in Review: China’s Top Trends in Content + Commerce 

 /  CBI  / 
As 2019 draws to a close, it’s time to look back at some of the key ways in which brands sought to resonate with China’s consumers through entertainment and other content-driven marketing strategies. Read More

CBI Video: Idol Meets Influencer in KFC’s Christmas Video

 /  CBI  / 
Although Christmas is not officially observed in China, the Western holiday has long been celebrated in China as an occasion for young people in cities to go out for dinner and exchange presents. Read More

CBI News Wrap: Shopping “As Seen on TV,” Douyin’s Fashion Gala

 /  CBI  / 
Since its debut on December 6, the iQiyi celebrity reality show “Fourtry” has been realizing its potential to integrate content and commerce in innovative ways. Read More

Sharing Luxury Lifestyles With Chinese Consumers: Q&A With Sarah Zhang of House Films

 /  CBI  / 
We caught up with Zhang to discuss the trajectory of her work on branded content in China and House Films' latest offering, “Yacht Life: Love the Ocean.” Read More

CBI Case Study: Bilibili’s Top Bullet Chats of 2019

 /  CBI  / 
Earlier this month Bilibili released its third annual list of the its top "bullet chats," the streaming, user-submitted commentary that is a defining feature of the popular youth-oriented video platform. Read More

CBI Video: Nike Explores Urban Cultures to Connect With Young Consumers 

 /  CBI  / 
In April, Nike released a series of humorous short videos directed by Zhang Dapeng with the title “Believe a Beijinger” that poke fun at the stereotype of the city’s residents as being “all talk, no action.” Read More