On December 26, 2020, the China Brand Digital Innovation Frontier Forum & CLB China’s Leading Business Innovation Awards Ceremony with the theme of “Innovation foreseeing the future” held in Shanghai Liyuan. As one of the only two overseas marketing companies to be selected, Beyond Next won the silver award in the cross-border marketing with the case “Skyworth Coocaa overseas marketing, hip-hop TV will blow you up”.
Muccia,the senior communications consultant of Beyond Next（right 6）
This competition received high-quality cases from more than 300 outstanding companies. Among them, there are many well-known organizations such as the giant communication agency such as GIMC Provincial Broadcasting Group, BlueFocus Digital Marketing, Feishu Sino Interactive, Guangzhou Zplus, and other large-scale companies like Kwai, Chiaus, Huiyuan Juicex. After three months of competition, Beyond Next won the silver medal in the Cross-Border Marketing Award with a case of Vietnam’s overseas marketing tailored for Skyworth Coocaa.
This case is a cross-border content creation that dives into the core of the product. Taking advantage of Vietnam’s hottest hip-hop show trends and celebrity tutors, it cooperates with TikTok and the multimedia platform, customizes and integrates brand proposition “cool play” in this campaign. The brand proposition of “Cool Attitude” reached to the Vietnamese. The view volume of the case in Vietnam is as high as 300 million, which means that on average, every Vietnamese watched it three times or more, and the engagements soured nearly 100,000, which is phenominal.
When talking about how should Chinese brands initiate overseas markets and achieve overall growth, Muccia, the senior communications consultant of Beyond Next, mentioned: “More and more well-known domestic brands are facing differentiation of new overseas markets and domestic market. They have inadequacy knowledge of local culture when managing a campaign. Brands may mingle different stages of building brand awareness, from zero to one, one to ten, ten to one hundred, which actually requires experienced marketing strategies and market insights tailored to local conditions. I hope that Beyond Next’s experiences can bring confidence to those Chinese brands who are making oversea marketing decisions”
Mr. Guo Weiwen, chairman of the CLB committee, said: “The Southeast Asian market is now a fierce competition among various companies, but the high degree of homogeneity has become a common problem in many campaign designs. In the new creation of Skyworth Coocaa’s overseas marketing customized by Beyond Next, surprisingly, a hip-hop showcase was implemented. In this case, there are some in-depth localized content that achieve vast exposure and public praise from the perspective of customers. Beyond Next represents companies that we sincerely want to find, for their innovative, veritable and customized services for Chinese brands to go abroad.”
2020 CLB Innovation Awards
CLB Innovation Awards is based on the new business environment in China and adheres to the concept of “creating new value for users”. Every year, it collects the innovation practice projects of Chinese enterprises, selects and awards the best cases and leaders through multi sections of evaluation. More than 30 top leaders from different industries are invited as judges, including Shiseido, Qingdao beer, Peak Sport, Glico & Company, other third party service agencies and the media. With a professional perspective, fair attitude, transparent and open votes, they selected the outstanding performers in the industry for nomination and award.
Beyond Next’s achievements in overseas marketing are closely related to our cooperate partners from 32 countries around the world. Through cooperating with foreign partners to generate creative content and localized execution, Beyond Next truly creates a one-stop solution for Chinese brands. Overseas marketing is a long-term process. With a leading-edge market insight, Beyond Next is creating a unique full-chain media integrated marketing ecology to help enterprises realize the growth of Chinese brand globalization.