Organization: Tobacco Free Assembly Country: China Title: China Angry Panda Date: May 2014.

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Presentation transcript:

Organization: Tobacco Free Assembly Country: China Title: China Angry Panda Date: May 2014

Overview Context In May 2014, the Beijing Smoke Free Law completed opinion solicitation and was forwarded for examination. The Tobacco Free Assembly made a series of viral videos designed to raise awareness and appeal to youth centered on a panda character who fights back against secondhand smoke in places commonly encountered: workplace, college campuses and restaurants. The funny, lighthearted videos were complemented by offline engagements featuring the panda at public events and partner restaurants to further bolster public support of smoke free policies in Beijing. Action In May 2014, the Tobacco Free Assembly promoted the Angry Panda videos in a three-pronged approach: a series of Weibo posts, online events and offline events all with the goal of supporting the theme “Support the 100% Smoke Free law of Beijing.” Angry Panda videos were released simultaneously on three major video websites. Along with the promotion on video websites, several events were launched to target specific groups and places. Result Within one month of the Angry Panda launch the Baidu Index keyword search showed a significant increase in both ‘Tobacco Control” and “Secondhand Smoke.” The series generated over 1.1 million views of content online and over 6,000 comments—the second most popular tobacco-control related topic on Webio this year (only behind a WHO-sponsored initiative).

Angry Panda

Video Promotion & Campaign Design In May 2014, the Tobacco Free Assembly promoted the Angry Panda videos in a three-pronged approach: a series of Weibo posts, online events and offline events all with the goal of supporting the theme “Support the 100% Smoke Free law of Beijing.”

Baidu Index Within one month of the Angry Panda launch the Baidu Index keyword search showed a significant increase in both ‘Tobacco Control” and “Secondhand Smoke.”

Promotion Strategy Angry Panda videos were released simultaneously on three major video websites. The three videos were released in a unified album to make their association which one-another clear. The video promotion cooperated with three mainstream video websites, used multi channels and ads to enhance the promotion effect. Along with the promotion on video websites, several events were launched to target specific groups and places. In accordance with the 100% Beijing Smoke Free law’s promotion, the “Angry Panda” campaign was mainly located in Beijing.

Promotion Results The total view reached 488,924 and 287 comments received on the three websites altogether (by ).

274,208 Views on Youku Recommend search results Pop-up on homepage

Second Most Popular Tobacco Control Video on YouKu By , the Angry Panda office video was ranked the second most popular Tobacco Control video on Youku (views:113,933), just behind the one released by Beijing Municipal Health Bureau at 2010 (views: 235,214).

World No Tobacco Day On May 31, 2014, World No Tobacco Day, on of the Angry Panda videos was re-launched as daily news on the Sohu TV news channel with title “Stop secondhand smoke, build smoke-free restaurant,” which got 60,778 views the single day.

Weibo & Event posted 21 Weibos, contacted 14 influential Weibo accounts to coordinate and ask for reposts. As a result, there were 6,065 reposts and 2,976 comments were received, with 1.4 million views.

Summon Angry Panda On April 30, the “Report Secondhand Smoke” event was launched on Weibo to encourage people to stand up and report secondhand smoke. The event got 321,000 views and 197 reposts/comments.

“Summon Angry Panda – Stick It Up” In conjunction with the Angry Panda Office release, “Summon Angry Panda —Stick It Up” was launched, continuing the “Summon Angry Panda” event during Labor Day vacation. The event lasted from May 12 to 22, and received 462,000 views, 3,704 reposts and 2,195 comments.

“Angry PandaArriving” SF Law Promotion in Campuses To support the Angry Panda Dormitory release, Angry Panda went to three universities in Beijing on May 4th, 17th, and 20th, to ask university students to support the Beijing Smoke Free Law and to promote smoke free environments. The Weibo event received 1,268 reposts, 265 comments and 234,000 views. Altogether more than 138 students and teachers interacted with Panda though Weibo on site, 107 of which successfully and posted a Weibo featuring the panda.

“SEE Environmental Public Benefit Gala” SF Environment Promotion Taking advantage of the SEE Environmental Public Benefit Gala at Chaoyang Park on Children’s Day and World No Tobacco worked with Nature University to launch an onsite Beijing Smoke Free Law promotion. The event Weibo got 113,000 views, 329 reposts and 86 comments. More than 500 kids and parents took part in the activity on site.

Angry Panda Total Expenditure