Assisted Dongfeng Motor and won the 22nd IAI Chuanjian International Advertising Award

A few days ago, the winners of the 22nd IAI Chuanjian International Advertising Awards were officially announced! The case "Dongfeng Motor - Telling China's 'Intelligent Manufacturing' Brand Story Going Overseas" jointly submitted with Dongfeng Motor won the Excellence Award in the Effective Marketing category . This is the 4th year in a row to receive an IAI award!

IAI Chuanjian International Advertising Award is a well-known comprehensive advertising creative and brand marketing award in China. Every year, nearly 1,000 participating companies and individuals submit thousands of cases and works. The mission of IAI Chuanjian is to promote the sustainable development of advertising and brand marketing. At present, IAI Chuanjian covers the 22nd IAI Chuanjian International Advertising Award, the 6th IAI Tourism Marketing Award, and the 3rd IAI Sports, E-commerce, Maternal and Child, Automobile, Healthcare, Finance, Chuanjian Cultural and Creative Awards and other vertical competitions.

The award-winning case - "Dongfeng Motor - Telling the Story of China's 'Intelligent Manufacturing' Brand" is the overseas marketing project undertaken by Dongfeng Motor. During the implementation of the project, it helped Dongfeng Motor to seize new opportunities, actively carried out online marketing in overseas markets, built an overseas social media matrix, deployed Facebook, the social media platform with the highest daily activity, and TikTok, a fast-growing short video platform, and took advantage of international exhibitions, Dongfeng Brand Ceremony, Dongfeng Technology Week, New Car Release, Holidays and other opportunities, vigorously carry out online communication, comprehensively promote Dongfeng brand and products to overseas markets through pictures, texts, videos, VR, live broadcast and other means, and highlight the creation of technical labels , showing China's new image of "intelligent manufacturing".

Insights into the global market and careful planning of overseas communication plans are the first steps for Dongfeng Motor's overseas communication. To this end, this project has formulated a detailed overseas communication plan from multiple dimensions such as market insight, overseas social media analysis, communication strategy and planning, special promotion event planning, monitoring and optimization management: combining the brand's core values ​​and slogans, creating high-quality Brand image, manager design, focus on visual consistency of content, strengthen brand image output, use diversified content and forms, and demonstrate Dongfeng's comprehensive strength from different dimensions; open regional pages, create content based on local preferences, and sponsor popular Races and participation in local auto shows, etc.

Since the epidemic, the use of social media by overseas consumers has increased significantly, and overseas mainstream social media has become an important channel for global consumers to learn about Chinese brands. Based on the principle of "grabbing traffic and taking advantage of the wind", Dongfeng Motor has deployed Facebook, the world's largest traffic platform, and TikTok, the fastest-growing platform. On the Facebook platform, take Facebook as the main position, take TikTok as the platform to occupy the traffic outlet, and build Dongfeng Motor's social media operation matrix with "BBC" (Branding Delivered, Business Leads, Content Diversity).

According to customer needs and market development needs, in addition to the global account, Dongfeng Motor also opened a Facebook South American sub-account, with English and Spanish as the main languages, targeting Chile, Peru, Ecuador and other markets; opening a Middle East sub-account, in English, Arabic is the main language, targeting Saudi Arabia, Egypt and other markets, showing regional characteristics, and forming a good interaction with dealers.

In terms of content strategy, overseas social media posts combine the Dongfeng brand core values ​​of "Quality, Wisdom, Harmony" and the brand mission of "Let cars drive dreams" to create a high-quality brand image, manage personnel, and focus on visual consistency of content. Strengthen brand exposure and convey the brand image of Dongfeng Motor as a high-quality Chinese car company to overseas audiences. Overseas social media particularly highlighted the creation of technical labels, with Dongfeng's "five modernizations" (lightweight, electrification, intelligence, networking, and sharing) representing products and technologies as the key content of Dongfeng Motor's overseas social media promotion.

The well-crafted posts demonstrate comprehensive strength from multiple dimensions and realize the connection between the brand concept and the social media audience. In terms of content form, it strives to break through the tradition. In addition to pictures and videos, it also adopts diversified forms such as live broadcast and Q&A. The content of the account is centered on "Drive Your Dream", focusing on quality (Dream of Quality #dongfengquality, including car model introductions, international exhibitions, real-time brand news, made in China, etc.), wisdom (Dream of Technology #dongfengtech, etc.) , including test drive experience, new technology release, industry seminars, etc.), He Yue (the dream of life #dongfenglife, highlighting green environmental protection, CSR public welfare activities, holiday care, after-sales service, etc.) for continuous promotion.

In 2021, Dongfeng Motor will launch its self-developed high-tech engine system, Mach Power, which focuses on energy conservation, emission reduction and low fuel consumption. With this as its focus, it has vigorously promoted the engine’s performance on overseas social media with the hashtag #machpower through Facebook. High-quality performance, showing China's "intelligent manufacturing" - the Chinese heart of independent research and development to the world.

Dongfeng Motor’s overseas social media communication attaches great importance to the quality of content and material and adopts innovative forms. In November and December 2021, it planned three live broadcast events for the Guangzhou Auto Show, Christmas and New Year’s Day, and short videos and pictures and texts in the early stage. Coupled with the live broadcast exposure, it brought a lot of exposure and traffic to its account, reaching more car fans. In Tiktok, video production is focused on combining the popular elements and effects of the platform. According to the characteristics of the Tiktok platform and fans' preferences, short, flat and fast editing techniques are used, with a heavy-paced soundtrack to display the models.

While releasing news information on new store openings in overseas markets, participation in auto shows, new car shipments and listings in a timely manner, Dongfeng Overseas Social Media also promotes and disseminates information such as domestic Fengshen Yixuan’s participation in CTCC competitions, Dongfeng Tianlong model awards, and new model releases.

During the implementation of the project, starting from the core brand value concept of Dongfeng Motor, combined with the preferences and younger trends of overseas customer groups, established a working mechanism of "planning-promotion-operation-monitoring-improvement", and spoke about China in a localized way. The story of "intelligent manufacturing" conveys the brand image of Dongfeng Motor as a high-quality Chinese car company, improves brand recognition, and ensures the achievement of overseas marketing goals.

Dongfeng Motor has developed rapidly in recent years, especially in actively exploring overseas markets, with over 30 products sold overseas and over 80 exporting countries. The efficient communication of the Dongfeng Motor brand on overseas social media not only responds to the country's request to strengthen the construction of international communication capabilities and enhance its international image, but also promotes the localized marketing of Dongfeng in overseas markets, demonstrates Dongfeng's comprehensive strength, and further enhances the brand image.

The award-winning Dongfeng Motor project is one of the typical cases among the many overseas brands it serves. Since its establishment, based on overseas social media marketing experience and massive data, it has provided one-stop overseas services for many overseas brands from different industries, helping Chinese brands to achieve efficient communication and effective growth in overseas social media. In the future, we will continue to empower the globalization process of Chinese brands, connect the world with data, and make it easier to go overseas!