#TwitterBeach at Cannes Lions | 戛纳国际创意节#TwitterBeach
During Cannes Lions International Festival, Twitter hosted its first #ChinaHour at its #TwitterBeach, bringing two panels of experts together to discuss how Chinese companies are leveraging Twitter for brand building. As Chinese brands aim to grow their global footprint, Twitter is allowing them to drive brand storytelling and impact that connects with new overseas audiences.
In the two #ChinaHour panels, China brand and marketing experts found opportunity for China export brands to gain greater awareness and relevance through showcasing their great work on international platforms such as Cannes Lions, which is seeing a 300% uptake in Chinese attendance this year. They noted that Cannes Lions received 1,022 Chinese submissions last year, and the nine winning campaigns were each aimed for domestic audiences. Panelists are also optimistic with the immense opportunities digital platforms like Twitter bring to Chinese export brands, in making creative shifts in global brand communications, to earn their place at Cannes Lions.
Experts hit on a few recurring themes when discussing Chinese brands going global: switching from tactical-driven campaigns to brand marketing, and how to change the “Made in China” perception from “copycat” products and poor quality to innovative, market-leading products.
From left | 从左至右： Alan Lan, Charlie Que, Christian Soloman and moderator Navey Tang
Twitter’s #ChinaHour panel welcomed Charlie Que, Co-founder and Senior Vice President of SinoInteractive, Christian Solomon, Chief Digital Officer at MediaCom China and Alan Lan, General Manager of Greater China, Twitter Asia Pacific, in a panel themed “Taking Chinese Brands to the Global Front.”
Twitter举办的#ChinaHour小组讨论嘉宾包括深诺互动联合创始人兼高级副总裁Charlie Que、竞立媒体中国区首席数字官Christian Solomon、以及Twitter亚太区大中华区总经理Alan Lan，讨论的主题为“把中国品牌带向全球市场”。
In a case study about changing Chinese brand perceptions globally, Solomon shared, “We recently helped run a campaign for Air China across four markets: the U.S., France, Germany and UK markets. The biggest challenge for them is the perception around their brand, that perhaps the quality isn’t as good. It takes time to break through to different markets to earn the same perception they had in China, which is really strong. To break that perception, they needed to do performance-based and brand-driven based advertising. It is all about changing the perception into one of a high-quality brand.”
Que provided insights on how Chinese brands are changing their approach to conducting branding and marketing in international markets. He noted that in the past, Chinese companies focused on B2B business models, investing in overseas trade partners to manage their business abroad. Now in the past four years that SinoInteractive has helped brands grow globally, they focus on a B2C communications, using digital platforms such as Twitter to reach out directly to in global audiences.
The panelists also marked that these changes bring remarkable opportunities for global agencies that understand the target audiences Chinese brands want to reach. They rely on such agencies to bring local insights, and understand which usable moments they can communicate around. China’s brands are quickly learning that becoming a global brand with impact takes time, but with their technologically innovative, high-quality products, tremendous opportunity lies ahead as they grow globally.
From left | 从左至右 , Alex Josephson, Paul Boyer Moore, Thomas Nixon and moderator Jess Tan
At the second panel, Alex Josephson, Head of Global Brand Strategy at Twitter, Paul Boyer Moore, Creative Director of DJI, and Thomas Nixon, Client Services Director at Qumin, discussed how they view Chinese creativity and how it can help in brand-building and recognition, giving Chinese brands a leading position in global markets.
另一个小组讨论的参与嘉宾包括Twitter全球品牌战略总监Alex Josephson、大疆科技创意总监Paul Boyer Moore和趣民网络科技客户服务总监Thomas Nixon，探讨了自己对中国创意的看法，以及创意如何能够帮助品牌建设和识别，让中国品牌在全球市场占据领先地位。
In answer to the question, “What is the definition of creativity and what value added does it give to brand building?”, they each offered a fresh insight:
“Creativity is the spark that helps you deliver a message to an audience. I think that can come in two ways: product or brand communications. And it needs to have two things: it needs to be novel and different to grab people’s attention, but it also, to avoid being weird and strange to an audience, it has to appeal to them.” – Thomas Nixon
“创意就是星星点点的火花，帮助你把信息传达给观众。我认为有两种方式：产品和品牌传达。需要两点元素：新颖异类的东西来吸引人的眼球，但与此同时，又不能太荒诞怪异，要对观众有吸引力。” – Thomas Nixon
“To me, creativity is all about coming out with something new, something no one’s ever seen before that’s innovative, and applying that and making it relevant to the brand and your audience. You use creativity to engage an audience – if you can’t do that, then you can’t connect to your audience, and they won’t care about [the brand] if it’s just talking about itself all the time.” – Paul Boyer Moore
“于我而言，创意的关键就是找到新的东西，是从来没有人看到过的，要有创新性，把想法用起来，让它跟品牌和观众息息相关 – 否则，就会跟观众脱节，要是品牌只是自说自话，观众也就不会在意它了。 – Paul Boyer Moore
“Creativity to me is an experimentation, where you find the overlap between what the audience needs or is interested in, overlapped with what your brand aspiration is. I think that’s the relevant step marketers are always striving to find and uncover. It’s not easy to do, but creativity and innovation are words that are often interchangeable. Creativity to me is more about experimentation. Innovation on the other hand is something that’s measurable, that can be a result of creativity.” – Alex Josephson
”对我而言，创意就是一次实验，找到观众的需求和兴趣跟品牌观念之间的重合之处。我觉得这就是市场营销人员一直不断试图探索挖掘的相关点。这一点不容易做到，但是创意和创新两个词往往是可以互换的。创意对我而言更多的在于实验。对比之下，创新则是可以衡量的，它可以是创意带来的结果。” – Alex Josephson
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