How Durex Makes Content Marketing so Sexy in China？
"Of all the brands using digital and social media to compete for the attention of China's 668 million internet users, Durex has emerged as the master of witty, shareable content." wrote AdAge. If Content is king, undoubtedly, Durex is the king of kings. Let’s see some figures: Weibo: 2.4 million followers Wechat: 400k active followers Views of Wechat articles for recent 7 days: 40k to 100k Durex has always made funny quips about hot topics. When iPhone X was launched, everyone was talking about the ugly notch of iPhone X. Durex created a spoof post which got 4659 shares, 5409 comments and 14972 likes. iPhone X: Ten Years as A Day If you want a post to go viral, you need to know what triggers people to share and engage in the first place. Why Do People Share? The New York Times interviewed 2500 people to understand the factors that spur the sharing of content online: To bring valuable and entertaining content to one another To defin...