Digital Strategy for Pure MichiganFan Ju

Introduction Goal: increase the viewership of some video commercials online.

Target audiences: mainly Chinese, especially Chinese students in Michigan.

Key performance indicator: total viewership of 5 Pure Michigan TV commercials on YouKu.

Social Network Platforms YouKu (like YouTube)

Weibo (like Twitter)

Renren (like Facebook)

Uploaded the 5 commercials on YouKu with both Chinese and English subtitles and used them as the base for Weibo and Renren to post and share.

Own Social Influences Renren friends and Weibo followers

Friend’s friend

1000 increase!

Photo Shoot Campaign for MSU Chinese students

16 Chinese students (good looking & strong influence)

Chinese Influencers’ Power Millions of followers

Generate impacts among others

A Third Party Company A middle man between people who want to promote something and those

influencers.

Post tasks

Influencers share

Commission fee is about 3 U.S. cents per flower

Successful Cases Small online stores sell about 1,000 more products after they used this

method to promote their stores with about $8,000 more in profit per month.

Budget: $1,000 per month

Conclusion Own social influences

Photo Shoot Campaign

Promoting our brand in China and let as many as Chinese people to see the commercials