Douban: My Inner Space – Campaign


I.Project Background, a like app, started its business from books, music and movies. But it has never carried out any brand promotion over the past decade, leading to misunderstanding of the market. Now, with so many users and media holding the uncertainties to it, how will start its first marketing campaign?



Review the past decade, focus on the spirit cores

From books, movies and music to the modules-Group, City, FM, Tattle-tittles and Radio, function constantly goes deeper and deeper at spiritual level. Now, the extensive and magnificent family has been an irreplaceable part of millions of users’ spiritual world. Thus, we created the brand image “My Inner Space” and made it as the breakthrough of brand promotion.


Concrete image products, Innovative chapter-style HTML5 interactive games

The family can be categorized, according to the nature of the product, as: Perception ( Reading and Movie); Consonance( Music and FM); Seek and Get (City and Things); Share(Group and Radio); Spirit( Brand), which are strongly related to the five senses of the consumers. eyes, ears, mouth, nose, brain. Besides we have created the chapter-style suspense game. All of these are supposed to sustain the old consumers’ curiosity and attract the new ones’ attention so as to campaign for Brand Publicity film.


Forge poetic image style, explain the spirit values of style

Aware of the independence of our users’ mind, we made an innovation by combing the first perspective filming with GoPro camera and the later stage film reproduction in making films, adopting a poetic and film-style narration and monologue. This video displays the spiritual course through different life stages and periods, showing the progress that has made in the past ten years in exploring and satisfying people’s spiritual needs. Then, we defined with a clear and unique brand symbol, “the corner of our spirit”, and showed the market its innovative interpretations.


Connecting online and offline markets, making Omni-channel propaganda

For the first time, made brand promotion in subways and airports where there is massive audience. We made creative packaging, concept posters and attractive games on bus body, billboard and in stops. By doing so, we connected the online with offline publicity, creating the Omni-channel for publicity, and maximized the effect of it.




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III, Results

1.In this project, the HTML5 attracted more than 1,170,000 times’ visits after it was put online, which has set a new record for Douban publicity.

2.Shortly after the publicity video of came online, 2,040,000 views were recorded (statistics from, and so on), which set a new record of publicity of

3.The new slogan “the corner of our spirit” was appreciated by the users, and became the hot topic on the internet. The slogan was searched for 8,300,000 times.

4.After 5 rounds, the interactive game has won numerous followers for its unraveling plots along with the fun it brought. There are so many answers and strategy guides related to how to pass it that a social media topic named “ This Game is Freaking Awesome” was spontaneously formed.

5.The unique way of filming and the high quality of the video not only contributed to the innovation of the form of TVC, but also give rise to lots of discussion and spontaneous transmission from both internal and external of the industry. Consequently, gained unprecedented attention and propagation.

6.This video attracted the attention of users and media on the first brand promotion of, making it a hot social event.

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Douban: My Inner Space – Campaign