GoalTangeche was launching a new auto-leasing app for mobile users, and wanted to target young drivers.

SolutionTangeche chose Youku – China’s leading entertainment platform – to reach their target audience via Youku’s premium video content. Mirriad collaborated with Tangeche and Youku to create an innovative in-video ad campaign that embedded Tangeche’s brand messages into the most contextually relevant scenes across more than 20 different shows over five months. This large-scale campaign successfully reached the target audience, and hit Tangeche’s awareness and consideration goals.

* Percent point increase exposed group vs control group. Research by Miaozhen Systems, as

commissioned by Tangeche. Sample: 300 control/500 exposed, online survey

amongst 18–45 yrs who watched online TV dramas or variety shows Aug-Dec 2017.

“We successfully reached our target audience, and hit

measurable results in brand lift.”

Tangeche is one of the leading financial automotive leasing businesses in China.

CHEN QIV.P. Tangeche

Building awareness and increasing consideration with young driversResults

Case study

94%

58%

Follow-up action

Brand intention

Brand awareness

17PPT

3X

800MImpressions

NEARLY

EXPOSED VS UNEXPOSED