Fireworks Credentials
- 3. Trends / how your consumer thinks The age of bling is over. Brands’ discernement creates desire to be different from the mass, and be part of exclusive experiences. 1. Subjugation Authoritarian rule and poverty 2. Start of money Growth and desire for luxury 3. Show off Display economic status 4. Fit in 5. Way of life Need to conform with the mass Confident, discerning buyers Chinese consumption Sources: McKinsey, TNS, Chadha & Husband 2008
- 4. Trends / how your consumer behaves Emails don’t work in China. In 2012 only 44.5% of Chinese users used emails, as opposed to 54.7% who commonly use social media and 75% of mobile internet users. Mobile numbers are overtaking emails as the main recognition element on the Chinese Internet. Sources: Tencent 2013, CNNIC 2013
- 5. Trends / what your consumer wants Personalized interactions are key. Over 79% of Chinese consumers would like a more personal relationship with brands they follow and buy. However, most e-commerce sites and social media accounts fail to deliver on this: No mobile-friendly Chinese version of ecommerce Sources: McKinsey 2013 No 1-on-1 interaction on WeChat (if account available)
- 6. how we think
- 7. Solutions / localized and socialized e-commerce China localization of international fashion e-commerce platform. The new China version we envisaged uses mobile and social media instead of emails to interact with consumers. Hi there, I am trying to find a pair of lace up sandals of a dark color. Can you help me? 太太／⼥女⼠士／先⽣生 Mobile number 姓名 ⼿手机号码 专区 Verification code Hi! What about these? Link is xxx.cn/3drxx1 获取验证码 验证码 电⼦子邮件 密码 确认密码 Mobile number-based user identification and CRM system Exactly what I was looking for. Thanks! WeChat-based customer care linked to the CRM system
- 8. Solutions / social CRM A social CRM framework for a luxury shoe brand entering the Chinese market. The system maps out different interactions between consumers and the brand to provide tailored, individual experiences for brand enthusiasts. In-store interactions Website visits Data Management System WeChat interactions TAILORED EXPERIENCES Facebook/ Weibo mentions
- 9. Event activation / how others do it brand experience digital activation followers increase and then?
- 10. Event activation / how we do it brand experience real results digital activation followers increase tailored interactions big data collection
- 11. who we are
- 12. the postdigital agency Strategic | we focus on what really matters We use digital solutions as a starting point to deliver value. Holistic | we make no difference between online and offline We create experiences that add value wherever people may be. Accountable | we use virtual platforms for real results We shun obscurantist measurements and aim at outcomes that really matter. Flexible | we make things happen one way or the other We embrace innovative methods of collaboration and remuneration. !
- 13. Digital strategists looking beyond the social media hype Andrea Fenn is the head and heart behind Fireworks. He was one of the founding members of the APAC social media team at Ogilvy and has worked with brands of the likes of Armani, Ferragamo and Bulgari. Giulia La Paglia is the superconnector and business development manager. Her experience in digital marketing strategy ranges from football clubs like Manchester United to international celebrities such as Paris Hilton. Lynn Li is the planning and strategy manager. In her previous position at AKQA, she designed and implemented successful social media strategies for brands like Nike, Maybelline, Calvin Klein and Pepsi.
- 14. folks we have worked with Event
- 16. get in touch Giulia La Paglia glp@fireworks.cn.com +86 15121145002