Founded in 2007, Eloancn.com is an online lending platform and provides P2P lending service to consumers and small- and medium-sized enterprises (SMEs). Eloancn gained a strategic investment from Legend Holdings in November 2014, becoming a member enterprise of Legend Holdings. The support in capital, branding, management and key talents from Legend Holdings bring Eloancn to a period of fast development.

The Challenge

Eloancn has already advertised on China CCTV with a budget of CNY100 million to attract attentions from traditional channels. However, Eloancn realized that traditional media may not be able to attract young generations. Eloancn hoped to interact with social users and rapidly increase its brand awareness through social marketing

The Solution

We designed a series of brand posters to emphasize Eloancn’s brand strength. Together with Eloancn’s TV commercial shown on CCTV, the posters were widely spread by KOLs and leading media accounts on social media platforms. To attract more consumers’ attention, we designed a series of cartoon stories about the “battle” between Eloancn and leading e-commerce enterprise, and implemented a second-phase social communication during “Double 11 Shopping Day”

• Endorsement Marketing: We cooperated with leading KOLs on Weibo and WeChat to simultaneously post TVC and posters on their social media

• Viral marketing: we invited the famous cartoonist (Weibo: @郭斯特) to created a series of viral cartoon stories with the placement of Eloancn’s brand value. We published the cartoon series before the “Double 11 Shopping Day” and gained a great number of retweets on Weibo. Eloancn’s brand mascot was then quickly becoming a subject of intense interest on social media

The Achievement:

• Total interactions: 675,213

• TVC interactions: 508,213

• “Single’s Day” viral cartoon interactions: 167,000