CASE STUDY: JWT helps Gome woo interns with viral campaign

Background
Electrical appliance retailer Gome wanted to connect with China's Gen Y and be recognised by them as a brand that 'gets' this often misunderstood generation. Based on a series of face-to-face interviews with youth, JWT and Gome learned that the members of China's 'lost generation' are far from the "confused, uncertain and materialistic" personalities the media sometimes portray them to be. The interviews found Chinese youth to be realistic, quick learners who want to engage and find their place in the world. 

Aim
To establish Gome as a brand that empathises with Gen Y by highlighting its succesful internship programme. 

Execution
Based on insight gleaned from the interviews, two internet micro-movies were launched on Chinese social media sites Youku and Sina Weibo. The movies profiled real student interns at Gome, talking about how they learned and grew on the job.

The first micro-movie, which launched on 26 June, profiled Wu Yinping, a champion debater at Qingdao University, who learned to listen to customers. “People always say that Y generation is self-centered, but actually we would rather hear what other people are thinking and talking,” she says in a voice-over as the ad shows her chatting kindly with an elderly customer. “If you listen with your heart to every people and learn from them that something you never thought of, you can become be the ‘best debater’ even without saying a word.’’

The second micro-movie, which aired 5 July, profiles Xing Rongchao, an earnest, shy student who transformed during his internship, eventually landing a full-time job and becoming a top salesperson. “When I came to Gome, the people I met in one day outnumbered all people I met in my four-year college life,” he says. “I changed from an isolated, homeboy into a social person. I never ever dreamed this could happen!” 

Results

The first micro-movie drew 260,000 views the first day it launched on Youku and reached 730,000 by 5 July. The second performed even better, getting 710,000 views on its first day, making it the seventh most-viewed video on Youku’s Play List that day. By 9 July, viewership of the Xing micro-film reached 950,000, and had been forwarded on Sina Weibo 25,800 times.

“For very little production cost, the company was really able to make a strong connection with their target audience at the right time and the right place—online,” said Tammy Sheu, managing director of JWT Beijing. 

This is the first time Gome has created an ad campaign around its internship program, which it has run since 2009.

“The campaign shows Gome in a new light, and creates a more personal connection with consumers,” said Luwen Li, deputy director of PR for Gome. “These two micro-movies have attracted a great deal of attention from net citizens. They say the two stories are positive enough to encourage themselves and many of them think Gome has a strong sense of social responsibility.’’