One of the efficient ways to raise brand awareness is to utilize Storytelling. Potential customers are likely to build trust when they hear stories about the brand. Without any peculiar story, the brand may be unable to give good impression to users. Since social network brands are formed upon communication between users, it is important to be alert and interested in issues. In that way, we may get to promptly deal with crucial events and issues, leading to the improvement of brand value.
World Cup is the hottest sports festival as much as the Olympics. This year, it was held in Russia. Though China failed to qualify for the World Cup, the amount of marketing investment of Chinese enterprises occupies 35% of $2.4 billion, the total advertising expense of each countries. This proves that World Cup is gaining explosive interest in China as well. Therefore, linking World Cup issues to the company brand for a month is highly important.
A. STORY_ By composing episodes of soccer games in our daily-life, the overall mood is focused on cheerfulness and joyfulness. Also, through researching Chinese soccer culture, awareness, environment etc., we strived to graft them into the brand.
B. 运动服_ 为了确保世界杯运动服设计的统一性，我们使用了一些代表性的颜色来对不同国家进行分类。
B. UNIFORM_ By unifying the uniform design, we aimed to show continuity of World Cup promotions. And to distinguish the countries, we deducted some representative colors for application.
C. 发布_ 每周发布2个故事配合当天进行的比赛。通过最大限度地匹配比赛内容，让品牌能够最大化地进行宣传。
C. RELEASE_ Every two episodes has been released on the tournament days weekly. By matching contents that best suits the game of the day, we made sure to maximize the promotion effect.
Vivid colors are utilized for the background to create a clear image, and to assure natural animation gesture, we proceeded after conducting many times of simulations. Since it is essential to demonstrate many episodes in a short time, partial layers are divided for rendering, and designed in the most minimal way with carefully selected objects that are not too extensive.
Through unifying the timeline, music, story and other composition of the video, we made sure the promotion could be better imprinted to users’ mind. By creating accurate story for the brand, we fortified the linkage between the image and the brand. *This video is bound into 8 episodes in relay format.
The core of Social Network Service is freshness and trend. Trendiness could be produced by user themselves of by products as well. However, promptly dealing with impressive events and issues is the most basic and important role of Social Network Service. Characters should also fortify their own identity so to deliver more valuable and influential stories alongside with the brand. WeFriends is just a start. Based on these experiences, let us expect a greater promotion to take place in the future.