TV entertainment shows and TV dramas still form the majority of content in China. With TV Drama accounting for 50% of TV viewership and 53% time viewing on Digital Video channels.

The past three years has seen the State Administration of Radio, Film and Television (SARFT) introduce regulations that has dramatically reduced the quality and quantity of prime time advertising inventory:

Oct 2011: Decreasing the number of programs broadcast between 1930-2200pm across 50 provincial satellite channels.

Oct 2012: Cutting in program ad breaks during between 19.30 – 22.00pm.

Oct 2013: Stations only allowed one music reality program.

The end result is Chinese TV audiences are down 25% over 5 years, people watch more TV shows than ever, but are watching them on digital devices. In some cities, video is bigger than TV, for instance, WuHan is TV about 60% vs. video 75% and SuZhou is TV 55% vs. video 69%.

This has also led to of a dramatic increase in branded content opportunities, however with constraints on number of programs this has driven a rise in the cost of branded content sponsorship on TV, pushing brands to explore online content as an effective way of reaching and engaging their audience.

Using rich story telling and music, Cornetto used the branded content elements, smart digital media distribution strategy integrated with offline experiences to ensure China’s teens were all loved up over summer 2013.

Leading video platforms, Youku, Tudou, Tencent, Sohu, Qiyi, Xunlei and PPTV showcased the films and music video. The song was made available on Music portals QQ Music and Baidu Music, and the song and video were added to KTVs across China.

Owning China’s Love Day May 20, (5/20 in Chinese sounds like “I Love You") by hosting a 2 week festival on Youku. ,“Let Go Full Into Love” aggregated all love content and encouraging audience to express their love for someone.

Dominating online, social and mobile channels via display, love topics and celebrity love social postings and using Google AdMob, owning 70% of national in app banners.

Offline, using the films stars in events and integrated retail channels.

Through matching our audiences media behavior with a deep insight into their love challenges, Cornetto’s Love Tense branded content not only reached our audience, but also got them directly involved in the content.

Reach & Engagement:

298 million movie views & highest views volume on Youku

35 million MV views

34 million music plays

100+ sites adding the films and music video

7.8 million song downloads

Tripled the brand’s organic search volume vs 2012

3.7 million posts on Sina Weib (China’s Twitter).

Confidential Results

Cornetto’s 2013 Love Tense Branded Content Campaign helped drive the brands continued success in China. Directly impacting awareness, improving brand equity and most importantly generating growth.

Awareness:

Unaided brand awareness +8% vs 2012

Brand Equity:

Cornetto appeals to teens and is brand linked to love recorded significant increases vs 2012 (Source GTS Tracking)

Business Growth

Purchase intention increased xx

With category growing 7.5% vs 2012, Cornetto has seen sales increase 24% so far vs 2012. What is not to love?