Challenge:Cisco China needs to enhance China's commitment.Cisco needs to raise Cisco’s overall brand awareness in China, and create local relevance for the global Human Network campaign.Raise Cisco thought leadership in the web2.0 eraPromote positive use of the internetSolution:Sponsor CCTV program "US" to demonstrate Cisco's commitment to China.Partner with Sina and CFCSR (Chinese Federation for Corporate Social Responsibility) in creating an innovative platform to encourage people to participate in public service campaigns echoing the Cisco Human Network brand message.Integrated communication campaignResult:- Online Ads- Average CTR: 0.28%- Total Clicks:3,747,703- Impressions Served: 1,321,444,928- Cost/Click: 0.23 (USD)- Cost/Reach: 0.89 (USD)- Campaign site attracted 76% more visitors than HN PH1; content attractive- Views: 1,684,758 - Visitors: 1,206,010- Registrations: 3,062 - Video marketing yields 1200K clicks; very good BBS response- Total Clicks:1,194,154 - Comments: 2,871