Tencent Video announces 20 May as its 'Love's Official Declaration Day'

Tencent Video desired to find its own 'festival positioning' in the marketing calendar, just like how Tmall created the Double Eleven or Singles' Day (denoted as 11.11), and JD the 6.18 festival.

Campaign details

Award show: ROI FestivalAward category: Integrated CommunicationsAward level: GoldBrand: Tencent VideoBrand owner: Tencent HoldingsCampaign name: '520: Love's Official Declaration Day' Agency: Tian Yu KongIndustry category: Software & Network ServicesRelease date: May 2019Budget: RMB 2-5 millionCountry: China

Background

China has a plethora of e-commerce shopping occasions conceived by tech companies: Tmall created the famous Double Eleven or Singles' Day (denoted as 11.11), and JD started the 6.18 festival. As one of the largest online video platforms in China, Tencent...

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