JD is one of the largest e-commerce platforms in China. JD 3C (Computer, Communications, Consumer Electronics) is the sales leader in the e-commerce sector and has more than 40% of market share.
JD has a low profile in PR communications and there was a wrong impression that Tmall outperformed JD in sales volume and market share. During e-commerce low season between July and September, JD 3C aimed to communicate the brand’s leading position and improve the share of mind among young audience, leveraging game promotions.
New school term starts from September 1 in China. Students usually shop for new stationaries and clothing, etc. in summer vacation. It is a golden opportunity for JD 3D to remind the students that the best outfit is the best stimulus to start a new life and to achieve a better self.
Based on the creative concept of “Self Evolution”, we worked with “Dota 2” for IP co-marketing and created O2O topics to draw attention and participation. Within JD website, it’s to trigger purchase interests via five senses and four product application situations.
The sales volume of game equipment in JD 3C increased dramatically, resulting in improving overall sales performance in low season (July – September) and winning more brand recognition of JD 3C among young audience. Achieved remarkable sales record on July 18, compared with daily average in previous 15 days and hit historical high in game equipment category. Total category sales of game equipment: 193% of daily average.
Consumers’ engagement at gaming page of JD 3C website: attracted more than 600,000 participants within one day on July 18.