CBI case study |

CBI Case Study: Lessons From Luxury Auto Brand Films for the Spring Festival

Feb 11, 2020 / CBI /

High-end auto brands engaged some of the country’s leading directors to make quality short films, illustrating various strategies for producing compelling content. Read More

CBI Case Study: How Burberry Won Over Chinese Consumers With ‘Ratberry’ Campaign

Jan 28, 2020 / CBI /

A novel approach to Lunar New Year products involves the creation of branded IP, and this year the most notable example has been Burberry’s cartoon Ratberry character. Read More

CBI Case Study: Disney’s “Year of Mickey” Campaign Goes High-End With Gucci Collaboration

Jan 14, 2020 / CBI /

Gucci’s latest collaboration stands out as the most extensive to date between the Italian fashion house and Disney’s cartoon empire. Read More

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

Jan 7, 2020 / 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 Case Study: Bilibili’s Top Bullet Chats of 2019

Dec 17, 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 Case Study: Lenovo Connects China’s Past and Future With Palace Museum Collaboration

Dec 10, 2019 / CBI /

The rise of culturally-inspired collaborations known as wenchuang has been driven by Gen Z and millennial consumers, who seek creative ways to explore their cultural heritage. Read More

CBI Case Study: Airbnb Makes Itself at Home on Chinese Reality Show

Dec 3, 2019 / CBI /

With its title sponsorship of the second season of Tencent Video series “Adventure Life," Airbnb has scored a leading role in a high quality production with plenty of celebrity star power behind it Read More

CBI Case Study: Boosting Beauty on Reality TV, Lancôme Stars on “Heart Signal”

Nov 26, 2019 / CBI /

The value of beauty brand sponsorships on Chinese reality television has seen a marked increase this year, rising a reported 41.2 percent year-on-year in the first nine months of 2019, with the shift reflecting the need to establish stronger connections between beauty brands and Gen Z and millennial consumers. Read More

CBI Case Study: How Beauty Brands Work With IP to Reach Young Consumers

Nov 19, 2019 / CBI /

IP collaborations were among the strategies that enjoyed a breakout moment during this year’s Singles’ Day, and they have been especially concentrated among beauty and personal care brands. Read More

CBI Case Study: Kim Kardashian’s Lucrative Livestreaming Partnership

Nov 12, 2019 / 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

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