Carol Huang
Jun 10, 2020

Kuaishou imitates competitor's video campaign

The short-video site mimics an earlier and successful campaign by Bilibili as the platforms vie for attention in advance of the June 18 sales event.

Kuaishou imitates competitor's video campaign

Chinese short-video site Kuaishou has released a campaign video to boost its brand awareness, following a creative strategy that proved effective for competing site Bilibili.

A month ago, prior to International Youth Day, video site Bilibili put out a video to compliment and inspire young people, featuring Chinese actor He Bing making a long speech. The video earned wide acclaim.

Kuaishou's new video is done in a similar vein, but features a video blogger with more than 1 million followers, known for his quirky but positive videos, in place of He. The blogger, Huang Chunsheng, uses the screen name "dongyong guaige", which translates as "winter swimming weirdo". 

According to Kuaishou, the video has been played more than 200 million times across all platforms in China. One difference: Kuaishou's video hasn't earned as much organic shares on WeChat as Bilibili's video did.

Kuaishou and Bilibili are both boosting their image ahead of JD.com's big June 18 anniversary online sales event. Last week, Kuaishou partnered with JD.com to release promotions. The ecommerce platfform planned to use livestreaming to sell products with the help of Kuaishou and its 300 million active daily users.

Source:
Campaign Asia

Related Articles

Just Published

1 day ago

Southeast’s Asia’s top 50 brands 2025

After surveying 10,000+ consumers across Southeast Asia, Pureprofile and Campaign crown Samsung and Shopee as the top brands, joined by 48 others leading the region’s market.

1 day ago

Mindshare, EssenceMediacom China chiefs exit

Campaign understands that both Mindshare and EssenceMediacom’s China chiefs are stepping down; WPP Media pushes regional restructuring post rebrand.

1 day ago

Can’t find a clean public toilet? Buktupup to the ...

BuktuPup is a new microsite that helps travellers in rural Indonesia find clean, private restrooms hosted by locals—even in remote tourist spots.

2 days ago

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.