To drive growth of the Johnnie Walker (JW) brand in China and fend off an increasing number of competitors, the brand sought to turn its "Keep Walking" tagline message of "progress" and "moving forward" into an inspiring and involving journey. While achieving audience engagement was vital, JW took a daring tact turning its "Keep Walking" slogan into a conversational platform, driving a debate engaging consumers on a topic volatile enough to get noticed and sustain discussion. JW was positioned as more than just a whisky brand, as it was elevated to a symbol of an ever changing and rapidly progressing society.

After over 70 years, Mrs Mac was starting to seem a little old and tired. To reengage with the key demographic of 18 to 35 year olds with relatively lower budget, it implemented a digitally-led strategy designed to create a campaign that would benefit from a huge amount of earned media.

To establish itself as the most innovative auto brand in China and enabling a deep, direct, long-term dialog with the consumers, Volkswagen harnessed the power of crowdsourcing, by inspiring the people to develop ideas in and around cars and showcase them via interactive online tools.

With low awareness and penetration, the denture care category was almost unknown to the Chinese consumers. Targeted at young shoppers who are more open to new products, Polident positioned itself as the catalyst in driving caring actions of children to their parents. Brand awareness effectively lifted up from 11% to 40%.

With Pampers being the top-of-mind status, Huggies reached out to both the parents and their social circles, by engaging their emotions, connecting with them through what they are passionate about; their kids, through Facebook and outdoor media. Its Facebook page has 115,000 fans, while some Facebook status updates received up to 200 comments and more than 400 likes.