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