CASE STUDIES

Generating Market Buzz across SEA with Full Digital Marketing 

Brand

iQIYI

Services

Advertising

Scope

Digital Marketing 

Market

TH, MY, ID, PH, VN

Challenges

iQIYI wanted to boost its brand awareness and promote its Asian-oriented content optimally in the Thailand, Indonesia, Philippines, Vietnam and Malaysian market – as part of its expansion to Southeast Asia.

01

Strengthen iQIYI’s “Young, Trendy, Fun and Energetic” image while localizing their marketing campaign

02

Brand activation programs that generate high reach and engagement rates

03

Establish market presence in Southeast Asia by going viral upon its entry

Solution

In 2020, TikTok was the world’s most downloaded app, placing the spotlight in Thailand and Vietnam as the #3 and #4 country with the highest numbers of TikTok users in the world. It became extremely popular among Gen-Z and millennials, especially in Singapore, Thailand and Malaysia, due to its original and fun content. As one of the first few official partners of TikTok, we had ample resources and expertise to help iQIYI in making its big break in these Southeast Asian markets using TikTok. The huge potential of partnering iQIYI with TikTok to generate optimum views and engagements, especially for the Asian youths was undeniable. 

01

Leverage TikTok’s wave in the Thai market to target Gen-Z and millennials for a viral social media campaign  

02

As the official partner of TikTok in Indonesia, we partner TikTok with iQIYI to customize a package to generate maximum views and engagements

Execution

We conducted a fully-optimized TikTok Hashtag Challenge package, named #iQIYIWithYou, which lasted for 6 days. We curated and managed the best local influencers and buzzers in Thailand to drive the whole hashtag challenge. To further amplify the campaign, we also strategized and managed iQIYI’s TikTok ads to further boost iQIYI’s visibility and participation rate. These TikTok ads format are perfect for iQIYI to maximize reach and engagements of the hashtag challenge, massively generating brand awareness in Thailand.

01

End-to-end management of fully customized Hashtag Challenge package:

  • Branded HTC
  • Branded video effect
  • Official music
  • Official video

02

Curated and managed the best local influencers and buzzers to drive the  campaign

  • YouTube
  • Tiktok

03

Boosted KOL-generated content and HTC with TikTok ads:

  • In-feed Ads 
  • Top View Ads
  • Hashtag Challenge banner

04

Using the best buzz-creating platform: Twitter to generate discussions and conversations about iQIYI content

  • First View
  • Promoted Trend
  • Spotlight

05

Creating dedicated H5 page for iQIYI for user engagements and content promotions:

  • Promotional videos 
  • Face Swap Game​ with prizes​
  • Posters​

Our Work Result

280M

impressions generated during campaign

150K

UGC content, with 300% of expected UGC video quantities

300%

increase on iq.com organic search by end of campaign

Extra Wide

coverage of all major SEA countries, except Singapore

129M

total video views of TikTok Hashtag Challenge

7.06M

total engagements (like, comments & shares) of TikTok Hashtag Challenge

82M

total impressions and 190K total clicks of In-Feed and Top View ads
(2x Thailand’s benchmark)   

GALLERY

Behind The Scene

Our Clients and Partners