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CASE STUDY

Little Apple

Campaign
The Little Apple that had a massive viral effect

When Youku Tudou Inc. engaged WebTVAsia to generate global awareness for “Little Apple”, the number 1 song in China, it was unknown to the rest of the world.

Utilising our expert understanding of the Asian market, we selected 4 key social influencers and customised a “Little Apple” music video for each of them. We took extra care to ensure that we infused the same irresistible level of “stickiness” into these influencer versions despite using different languages to hit a wider range of audiences. Starting from the Chopsticks Brothers original song, to the versions created for T-ara, AMOi AMOi, and TGOP. We pulled out all the stops with a complete 360 media campaign to keep up the media buzz. The collaborations went further to include 7 countries which turned China’s No.1 song into the global viral phenomenon with over 500 million views and 30,000 over fan cover versions that went from Venezuela all the way to France.

The tremendous impact of this campaign won us the Dragons of Asia, Gold Award for Best Marketing Discipline Campaign 2015.

7
Countries/Regional Collaboration
360
Media Campaign
500
Million Views
30000
Over Fan Cover Versions
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