CBI Case Study: Kim Kardashian’s Lucrative Livestreaming Partnership

 /  CBI  / 
Last week, America’s top influencer Kim Kardashian West collaborated with Alibaba’s Tmall to join forces with Viya, China’s most powerful livestreamer, a major step forward in a market the reality star had previously failed to make her mark in. Read More

CBI Case Study: Streetwear on the Small Screen

 /  CBI  / 
The production team behind “Rap of China” is back with a hotly anticipated new show that will put streetwear and other Chinese fashion trends front and center. Read More

CBI Case Study: When Effective Brand Integration Clashes With Chinese Law

 /  CBI  / 
A Chinese court strike down an innovative form of advertising that went too far in its attempt to connect a brand to the highly popular content of a reality show. Read More

CBI Case Study: Male Celebrities Give Beauty Marketing a Makeover

 /  CBI  / 
Young male stars are playing an increasingly important role in the marketing of beauty products in China. So far this year, 24 brands have signed 26 male celebrities to promote their goods, with the majority born after the mid-1990s. Read More

CBI Case Study: Milk Makes a Strong Nation

 /  CBI  / 
For the 70th anniversary of the founding of the People’s Republic of China, Yili and Mengniu developed creative campaigns to align themselves with China’s rise, positioning their brands as key figures in the broader cultural celebration. Read More

CBI Case Study: McDonald’s Aims for High Notes With Musical Collaboration

 /  CBI  / 
Recently McDonald’s introduced a new line of iced coconut beverages, which it sought to market to Chinese youth through a musical collaboration with Hunan Satellite TV based on its popular talent competition “Super Vocal." Read More

CBI Case Study: Enhancing Brand Presence With Custom Reality Shows 

 /  CBI  / 
Instead of sponsoring big talent competitions, brands may see better outcomes through the customized production of smaller-scale shows that allow a brand to be deeply tied into the purpose of the series from its inception. Read More

CBI Case Study: Oppein Creates a Brand Film Tradition for the Mid-Autumn Festival 

 /  CBI  / 
For the past three years, the Chinese home interior brand Oppein has put a playful spin on the Mid-Autumn Festival with its series of short holiday films, “A Werewolf’s Mid-Autumn Troubles.” Read More

CBI Case Study: High Fashion on the Small Screen

 /  CBI  / 
This summer’s fashion drama of note is urban mystery/romance “Return the World to You," which stars 120-plus designer labels. Read More

CBI Case Study: Branding Chinese Hip-Hop

 /  CBI  / 
Having recently concluded its third season, “Rap of China” offers a model of how brands navigate China’s variety show scene. Read More