DingDing – a Chinese equivalent of Slack, Microsoft Teams, Zoom or Skype was getting 1-star ratings in Apple and local app stores. Many school children are in lockdown due to the corona virus Covid 2019 and having to use the app as a virtual class room. DingDing was the most downloaded app in the Apple app store on February 5
They weren’t happy and bashed the app across app stores. Some of it was acting out and some was trying to get the app removed from the stores all together.
With its ratings dropping rapidly across app stores. Marketers put out this meme literate video. In it the DingDing mascot cries and begs children not to penalise it. It seems to have worked in terms of stabilising its rating.
Click to expand the video and wait through the short advert (sorry about that). There is an international version of DingDing called DingTalk that is often used by cross-border teams. The iOS and macOS versions are nicely designed. And unlike WeChat it doesn’t send your messages in the clear. But as with any software designed for the great firewall, use with care.
Back when I worked in-house at Yahoo!, Google seemed to get media coverage with ease. The Google Maps campaign around the Oscars reminded me of this. Google Maps collected famous movie locations and showcased them on Google Maps. Trendwatching has a great case study on the campaign.
Chinese brand Yili-owned baby milk formula brand JinLingGuan (JLG) decided to make its own smart speaker for parents. Which I found a bit odd given the amount of voice products available in China. But it seems more like skill-building and product giveaway in conjunction with Xiaomi. It built a parenting skill that featured 1,200 questions.
Key parental insights according to Mindshare:
- 62.5% of young parents in China worry they are not good enough for their children
- 70+% of mothers experience postpartum anxiety
Results according to Mindshare
Programme drove over 55 million Q&A sessions, 210% more than expected
Over USD$2.2m (RMB¥15m) in sales and all 10,000 smart speaker gift sets sold out
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