Youku shows ‘evolution of broadcasting’ in new digital poster campaign

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China’s Youtube, Youku, is taking steps to develop the brand to better engage China’s fickle video-streaming generation.  To do this, they recently launched a digital poster campaign on the theme of “how broadcasting has evolved’ – from the early oil painters to the 2.0 netizens of today.

Digital posters are becoming an important way for brands to ‘cut through’ the avalanche of digital traffic young Chinese netizens ‘thumb’ through each day.  By including animated sequencing, poster can enhance clickability and also present themes and stories in more interesting ways.

Youku’s campaign is also an attempt to fend off the threat of live streaming apps such as Inke who are eating up Youku self-publishing market.  So a need to create more relevance has emerged for Youku.

Let’s have a look at Youku’s Evolution digital poster campaign  

A countdown from oil painting to 2.0

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180 years ago, they used oil painting (Edgar Degas)

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100 years ago, they used their lenses (Henri Cartier-Bressonz)

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In the 1960s, they used the news (John Lennon)

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In the 80s they used film (Andy Warhol)

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Then from 2014, we started to use our phones to broadcast our lives

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Now, we use Youku, the latest evolutionary step, everybody is a broadcaster

About Author

Jerry Clode

Jerry Clode is Head of Digital & Social Insight at Resonance. He leads Resonance SMART, providing leading-edge research, strategy and naming for brands in China using bespoke methodologies. Jerry also produces Resonance's popular China Social Branding Report, a bi-weekly publication covering modern marketing methods of the world's top brands.

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