The focus of this year’s Chef’s Day Campaign social media video was its heart-touching story. By cooperating with the communication channel “Tencent”, the video could precisely target specific audiences, chef communities, and allow the video to receive great attention and feedbacks from chef communities in a short period of time. The video had realistic portrait and illustration on the tough process of chefs learning skills, thus making their identity more tangible. On the other hand, the true kinship conveyed through the story was also a long-lasting universal value, which could also result in enthusiastic resonance among the public and enhance the professional image of chefs in China.

We cooperated with Tencent for advertisement. With precise advertising using first-party data, target group interest mining, and past advertisement data, we expected to attract target audiences to log on to the event website through advertisement channels include WeChat friend circles, QQ Video Clip Shuoshuo, QQ headline feeds for mobile phone browsers, and exposing video teasers.

At the same time, the complete video clip was exposed through WeChat public accounts, KOL, and the APP of Meituan to maximize its promotion.

1. Nearly 200 million exposures during the video promotion period.

2. The video was played 88.65 million times.

3. Actual exposure was 33% larger than originally estimated.