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Made in China

Timeline: 3.5 months

Team Size: 30+ People

Made in China is a non profit pop up event hosted during 2022 New year Festival. It promotes digital commerce for 5 Chinese popular diverse brands, provides general visitors an immersive onsite experience and propagates Chinese culture.

My Role

  • Role: Creative Lead and Project Manager

  • Communicate with brands and gather requirements.

  • Researching on recent popular internet celebrity elements, architecture visual design and Chinese culture background and meaning.

  • Interview target visitors of the campaign to understanding user expectation.

  • Proposing creative design from brands' requirements with teams.

  • Negotiating budget and cost with construction and production companies.

  • Communicate and plan outcomes of graphic and electronic materials.

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The ‘MADE IN CHINA’ Activity is a joint promotion activity for 5 popular Chinese brands, Hongqi, Huawei, Nongfu Spring, Hankou No. 2 Factory, and other strategic cooperative brands.

Made in China is a brand marketing non-profit offline event that Wanda Media cooperates with 5 famous Chinese brands and other popular brands. The event will be held in the fashion capital Chengdu Jinhua Wanda.
It aims to promote various brands and spread Chinese culture while bringing a novel and immersive experience to users through a Chinese New Year-themed Internet celebrity pop-up.

Background Statement

Project Overview & High Level Timeline

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Spotlight of the Event

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Subject and Architecture Brainstorming

We first send out a survey to the audience in Chengdu Jinhua Wanda and the marketing group of the 5 brands that will attend the event to collect people’s interest of the event. We separate the survey into three part which is the layout of the event, the element of Chinese New year and the way of interacting with the brand. We received 80 responses from people aged 16-65, half of them are from audience in Chengdu Jin hua Wanda and half of them are from marketing group. This survey helps us to target the spotlight of the event and the overall concept, theme and design of this event. For example, people are more interested in the event with stage, but the marketing group like the integral event more to easily promote their brand.

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Final Exterior Design

The following 3D architecture builds and technical sketches show perspectives of the whole building design.

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Integrate Brand's Philosophy to the Campaign

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Made in China Event Onsite Records

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Reflection and Feedback

 

  • In the end, the event reached an average daily passenger flow of 10,000 and more, online reach of more than 25 million and the amazing effect of linking more than 35 brands together through one event. The event received high attention from influencers in Xiao hongshu, Douyin, and Dianping, with a total spread of up to 32 million.

  • The quality and the overall planning of the event have been highly evaluated. This event has desired effects, such as increasing product sales rapidly. By using the topic Made in China, the user know more about products by combining on hand user experience with the theme and culture of Chinese New Year.

  • Due to this event, Wanda Media in 2022 is going to study and develop similar activities, achieving offline media product, and expanding through continuous sales activities.

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