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Brands on Video: Nike Talks Hoops, P&G’s Tmall Show, Zhihu Creator Plan

Posted on 13 May 2020 | 9:30 am by CCI Team

  • Taking inspiration from China’s youth basketball culture, Nike recently released a line of campus-inspired styles with graffiti-esque designs called “Planet of the Hoops.” To promote the new line, the brand produced a three-episode series for its Nike Basketball app. “Planet Talk Show” (星球脱口秀) is hosted by Ka Mu, a winner of Tencent Video’s stand-up comedy competition “Rock & Roast” (脱口秀大会), and he uses humor to entertain while introducing a different product category for each episode: competition gear, casual wear, and women’s items. 

  • Tmall worked with Procter & Gamble to develop a short reality series under the e-commerce platform’s All Star Plan as part of the conglomerate’s “Ideal life, exquisite home” campaign. “Hey, Come to My Home” (嘿来我家吧) is airing from May 5 to 13, with new episodes released on the Tmall app. Each is hosted by a female influencer who is successful at brand promotion, such as top e-commerce livestreamer Viya, sharing their use of P&G products at home. 

  • China’s Q&A platform Zhihu is reportedly looking to add more video to its mix, with a video creator recruitment plan that will focus on a range of topics popular among its audience, such as science, consumer technology, and esports. Those selected will receive funding and promotional support, and it‘s a major step for Zhihu to develop its own IP. While the platform is often compared to Quora, it offers more opportunities for brands to establish a presence through official accounts, and soon, perhaps through video content as well. 

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