China Angry Panda Case Study

8/10/2019 China Angry Panda Case Study

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http://Global.TobaccoFreeKids.org

rganization: Tobacco Free Assembly

ountry: China

itle: China Angry Pandaate: May 2014

ideos: http://http://v.youku.com/v_show/id_XNzA0NzgxNTc


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Overview

ext

y 2014, the Beijing Smoke-Free Law completed opinion solicitation and was forwarded for examination. The Tobacco Free

mbly made a series of viral videos designed to raise awareness and appeal to youth centered around a panda who fights again

ndhand smoke in places where it is often encountered: workplace, college campuses and restaurants. The funny, lighthearted

s were complemented by offline engagements featuring the panda at public events and partner restaurants to further bolster pu

ort of smoke-free policies in Beijing.

n

n May 2014, the Tobacco Free Assembly promoted the Angry Panda videos in a three-pronged approach: a series of Weibo pos

nline events and offline events, all with the goal of supporting the theme Support the 100% Smoke-Free Law of Beijing.

he Angry Panda videos were released simultaneously on three major video websites.

long with the promotion on video websites, several events were launched to target specific groups and locations.

lt

ithin one month of the Angry Panda launch, the Baidu Index keyword search showed a significant increase in both Tobacco

ontrol and Secondhand Smoke.

he series generated over 1.1 million views of content online and over 6,000 commentsthe second most popular tobacco cont

elated topic on Webio this year (only behind a WHO-sponsored initiative).


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Video Promotion & Campaign Design

May 2014, the Tobacco Free Assembly promoted the Angry Panda videos in a three-prongedproach: a series of Weibo posts, online events and offline events, all with the goal of supporting

e theme Support the 100% Smoke-Free Law of Beijing.


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Baidu Index

n one month of the Angry Panda launch

Baidu Index keyword search showed aicant increase in both Tobacco Control

Secondhand Smoke.


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Promotion Strategy

The Angry Panda videos were releasedsimultaneously on three major video

websites. The three videos were released ina unified album to make their association

which one-another clear.

The video promotion cooperated with three

mainstream video websites and used multichannels and ads to enhance the promotion

effect.

Along with the promotion on the video sites,

several events were launched to target

specific groups and places.

In accordance with the 100% Beijing Smoke-Free Laws promotion, the Angry Panda

campaign was mainly located in Beijing.


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Promotion Results

The total views reached 48

and 287 comments receive

the three websites altogeth

17.06.2014).


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274,208 Views on Youku

Recommend search results

Pop-up on homepage


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Second Most Popular Tobacco Control Video on YouKu

7.2014, the Angryffice video was ranked

nd most popular

Control video oniews:113,933), just

he one released by

unicipal Health

in 2010 (views:).


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World No Tobacco Day

On May 31, 2014, Worl

Tobacco Day, one of th

Panda videos was re-laas daily news on the S

news channel with title

Secondhand Smoke, B

Smoke-Free Restauran

which got 60,778 views

single day.


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Summon Angry Panda

n April 30, the Report Secondhand Smoke event was launched on Weibncourage people to stand up and report secondhand smoke. The event go

21,000 views and 197 reposts/comments.


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Summon Angry Panda Stick It Up

onjunction with the Angry Panda Office release,

mmon Angry PandaStick It Up was launched,

tinuing the Summon Angry Panda event during Labor

vacation. The event lasted from May 12 to May 22 and

eived 462,000 views, 3,704 reposts and 2,195

ments.


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Angry Panda Arriving SF Law Promotion in Campuses

upport the Angry Panda Dormitory release, Angry Panda went to three universities in Beijing on Ma17th, and 20th, to ask university students to support the Beijing Smoke-Free Law and to promote

ke-free environments. The Weibo event received 1,268 reposts, 265 comments and 234,000 viewsgether more than 138 students and teachers interacted with Panda though Weibo on site, 107 of w

cessfully followed @TFA and posted a Weibo featuring the panda.


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SEE Environmental Public Benefit Gala SF EnvironmentPromotion

ing advantage of the SEE Environmental Public Benefit Gala at Chaoyang Park on

ldrens Day and World No Tobacco Day, @TFA worked with the Nature University to laun

onsite Beijing Smoke-Free Law promotion. The event on Weibo got 113,000 views, 329

osts and 86 comments. More than 500 kids and parents took part in the activity on site.

Documents

China Angry Panda Case Study