CW China’s ‘Live With Wood’ goes viral online
It is probably every marketing director’s dream to see their promotional content going viral on social media platforms or create a ripple effect with the contents reaching a group of selected audience and their immediate circle influence, while continuous efforts to engage this group of audience with follow-up messages rolled out across multiple media channels.
The “Live With Wood” social media campaign funded by SLAP was exactly the one we had hoped for. By far, the campaign has created the ripple effect that resulted in multi-million media impressions. According to Meltwater, a third-party media monitoring agency, the original post featuring Dongyang resort project was picked up and retweeted by over 65 KOL (Key Opinion Leader) on their social media accounts and reached out to nearly 15 million people from April 12 to July 17, 2018.
There are clear signs that consumer attitudes towards timber as building materials in resort applications is positive. The positive feedback from consumers will encourage resort developers to consider wood when they are planning resort projects.