Energize (安耐齐) is a creative agency with digital DNA, based in Amsterdam and Shanghai, focusing on marketing campaigns that support brands in China with retail activation, either in physical stores or e-commerce. The marketing campaigns the agency develops for its clients earn the attention of consumers on social media channels/platforms and then effectively turn the attention earned into consumers’ action (for example sampling, couponing, sales, store visits, CRM data etc. etc), bridging the gap between digital marketing and retail activation.
Challenge: How to create attention for The Netherlands as a potential tourist and study destination for Shanghai residents?
Solution: What’s it like to be in touch with the Dutch? This question is answered in a unique project launched by the Dutch Consulate in Shanghai that aims to bring the Dutch and Chinese in Shanghai closer together. A video series featuring inspiring Dutch people and their Chinese friends show what’s it like to be in touch with the Dutch.
The videos encourage viewers to visit the Weibo page of the Dutch Consul General Peter Potman. Everyday, a new Dutch person living in Shanghai is put in the spotlight on Weibo. Chinese can get in touch with these Dutch people by replying on Weibo. As a response, the consulate provides the WeChat ID of the Dutch person, enabling the Dutch and Chinese to get in touch for a virtual chat or meet up for a cup of coffee in real life.
The project underlines the objective of the Dutch Consulate: to bring the two cultures and its people together. By using digital tools, it aims to attract a young and digital-savvy Chinese audience and inspire them to travel or study in The Netherlands.
Results: Impressions: 2,200,000; Video views: 18,000; Replies: 1,464; Weibo fan base increase: 1,435; Chinese that got in touch with Dutch people in Shanghai via Wechat: 61.