2 minutesFree ReportEast-to-West Learnings: Creative Consumer Engagement during the Coronavirus Pandemic Coresight Research April 14, 2020 Brands helped consumers to stay healthy: InterContinental Hotels Group and Hilton Hotels used social media and apps to share at-home workout sessions led by hotel gym staff. Similarly, Chinese social fitness app Keep partnered with Austin Li, a well-known beauty influencer and key opinion leader, to host workout sessions on March 30. The topic “Austin is on Keep” gained 11.5 million views on Weibo, as of April 3. Hilton Hotels shared at-home workouts online (left)Source: Hilton Hotels Weibo account Brands created at-home food products: Yum Brands’ Pizza Hut promoted its do-it-yourself (DIY) steak kit to help consumers cook candle-lit dinners at home during the lockdown. Little Sheep, which operates hot–pot restaurants, offered DIY hot–pot kits via Alibaba’s delivery platform Ele.me. Japanese cocktail brand Horoyoi shared a series of DIY cocktail tutorials on Weibo to teach customers how to make cocktails. Pizza Hut’s DIY steak kit Horoyoi’s cocktail DIY tutorial Shopping malls in China used WeChat groups to interact with consumers: Fewer consumers visited shopping malls in China during the coronavirus crisis, so mall operators looked to engage with consumers online, using International Women’s Day as the hook. Chinese shopping mall The Summit, located in Suzhou, Jiangsu province, launched an International Women’s Day campaign on its WeChat official account to offer consumers a free makeup tutorial. The mall invited beauty guru Shen Ting to do the tutorial on March 8, which was also recorded for consumers to view again at a later date if they joined a specific WeChat group. The Summit’s advert for a makeup tutorial by beauty influencer Shen TingSource: The Summit WeChat official account This document was generated for
