FansTang-Produced Coca-Cola China 2015 Summer Marketing Campaign Generates Over 600 Million Social Media Impressions

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FansTang produced Coca-Cola China's branded content digital campaign achieved major results without additional media buy

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FansTang partnered with LiquidThread China (The Content Specialist Unit of Starcom MediaVest Group) and Coca-Cola China to produce a branded content series for Coca-Cola China’s 2015 summer marketing campaign. Spearheading the campaign are scripted viral videos conceived and produced by FansTang, featuring nine top Western celebrities in the China market.

The campaign produced exceptional results without a media buy and as a result of the first full engagement of FansTang’s cross-platform social media ecosystem of over 120 million followers, achieving over 600 million impressions, 600,000 likes, 250,000 forwards and 87,000 comments on Sina Weibo, China’s largest micro-blogging platform (also known as China’s Twitter). It also accumulated 92,000 messages on Tencent-owned WeChat, China’s largest messaging platform.

Coca-Cola’s summer 2015 marketing campaign is based on sharing well-known movie quotes from Chinese and Western dramas and movies on its promotional materials and products, primarily Coca-Cola cans and bottles. As China’s largest producer and aggregator of non-studio Hollywood content, FansTang designed with LiquidThread, produced and handled all marketing of the branded content campaign with a Hollywood theme leveraging its data analytics, production capabilities, celebrity relationships, and social media community.

The branded videos adapted unique storylines and integrated movie quotes into the performances through light-hearted and humorous scripts tailored to each celebrity. FansTang also produced a total of fifteen celebrity interviews and campaign taglines.

The video campaign featured celebrities from TOP 10 US TV shows on Beidu index such as Brett Dalton (Marvel: Agents of SHIELD), Chloe Bennet (Marvel: Agents of SHIELD), Matthew Moy (Two Broke Girls), Katie Cassidy (Arrow), and many more. To further the marketing effort, FansTang leveraged a number of proprietary social media and third-party influencer accounts to drive social media engagement and support.

FansTang CEO Adam Roseman commented, “Branded digital content is a rapidly growing area of our business. Both branded short-form and long-form influencer-supported content, working in conjunction with major international brands, has been tremendously successful for our brand clients as a result of our cross-border production capabilities, our growing data analytics used in the content development process and our ability to activate large digital content campaigns using our cross-platform social ecosystem without the need for a media buy. We are extremely pleased to have had the opportunity to work with Coca-Cola China and LiquidThread China on this campaign.”

About FansTang

FansTang, wholly owned by China Branding Group Limited, is the largest provider of localized international live events content, social media content, and non-studio Hollywood and related video content into the China marketplace. FansTang also maintains the most robust international content data platform that services a growing portfolio of major clients including studios, Hollywood agencies, international ad agencies, and brands.

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