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Kestrel Lee - Executive Creative Director: work portfolio

With 17 years of working experience, Kestrel Lee is a Shanghai-based Executive Creative Director for e-commerce, integrated and digital marketing. Starting as a brand-driven English-Chinese copywriter at ad agencies such as Saatchi & Saatchi, BBH, Y&R, he made his mark at digital-led integrated agencies such as Arc Worldwide/Leo Burnett, FCBi, TBWA/Tequila, SapientNitro and ZENO/Edelmen. 
 
A proven expert in social e-commerce, social media, search (SEO / SEM), gaming, video and mobile advertising, Kestrel Lee has led digital, social media and integrated campaigns for global brands such as Mars, Unilever, L’Oreal, HP, Apple, Microsoft, adidas, Volvo, Standard Chartered Bank.  Winning over 100 digital and integrated awards at award shows such as One Show and Spikes Asia, Kestrel is an influential industry speaker at digital conferences in Asia Pacific, as well as being a digital advisor/trainer to Unilever, LVMH and L’Oreal Paris in China and Asia.

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Kestrel Lee - Executive Creative Director: work portfolio

  1. 1. KESTREL LEE RI QIANG Executive Creative Director, Greater China – Singapore – Sydney, GPJ/JUXT. Integrated marketing, social media campaigns, mobile games & apps, ecommerce, digital media planning. https://www.linkedin.com/in/kestrellee/
  2. 2. Kestrel Lee: Shanghai-based Execu7ve Crea7ve Director: integrated & digital marke7ng With 17 years of working experience, Kestrel Lee is a Shanghai-based Execu@ve Crea@ve Director for e-commerce, integrated and digital marke@ng. Star@ng as a brand-driven English-Chinese copywriter at ad agencies such as Saatchi & Saatchi, BBH, Y&R, he made his mark at digital-led integrated agencies such as Arc Worldwide/Leo BurneM, FCBi, TBWA/Tequila, SapientNitro and ZENO/Edelmen. A proven expert in social e-commerce, social media, search (SEO / SEM), gaming, video and mobile adver@sing, Kestrel Lee has led digital, social media and integrated campaigns for global brands such as Mars, Unilever, L’Oreal, HP, Apple, MicrosoZ, adidas, Volvo, Standard Chartered Bank. Winning over 100 digital and integrated awards at award shows such as One Show and Spikes Asia, Kestrel is an influen@al industry speaker at digital conferences in Asia Pacific, as well as being a digital advisor/trainer to Unilever, LVMH and L’Oreal Paris in China and Asia.
  3. 3. Kestrel Lee: Shanghai-based Execu7ve Crea7ve Director: integrated & digital marke7ng 李⽇强是位于上海 的执⾏创意总监,负责领导整合式⼲告,互动 和电⼦贸易营销。 他有17年以上在亚洲策划整合传播、社交媒体和数字营销活动的 经验。他以⼀个传统⽂案的⾝份,在盛世,BBH,麒麟⼲告的品牌 营销⼲告公司活跃。但他事业的⾼峰是从2006开始转进互动, 社交媒体,电⼦贸易和移动营销的国际互动和整合营销公司例如 Arc Worldwide/Leo BurneM, TBWA/Tequila, FCBi等等。 李⽇强曾为多个国际品牌如玛⽒、阿迪达斯、⾦牌⻢爹利、惠普 等的策划多项⼲告活动⽽荣获⼀百多个国际⼲告和互动奖项。 除了为亚太欧莱雅和联合利华提供有关数字传播的咨询,他还是 Thoughaul China, Shanghai Business Bureau和China Adsmack的特邀 顾问以及业界的专业讲师。
  4. 4. 2016 Campaign Asia-Pacific’s Digital A-List China for Ecommerce 2015 Campaign Asia Agency of the Year for Experien@al Adver@sing 2015: Dragons of Asia Finalist for: -  Best product Launch or Re-launch -  Best Brand Trial or Sales Genera@on Campaign 2013: Gold award - Excellence in Social Media Marke@ng at Singapore's Marke@ng Excellence Awards for Blackberry App Factory campaign 2013: Asia Pacific Marke@ng Congress “Appies” award: DOVE AUGMENTED REALITY GIFTING EXPERIENCE 2013: 1 Mul@cultural App Category winner at South by South West's Appy Awards: Asia’s only winning app entry. Recent awards: Excludes above-the-line awards won before 2007 2009-2012: Three campaign features in Contagious magazine 2012 (Dove), 2010 (Martell) & 2009 (HP) 2 Finalists at Asian Effec@veness Marke@ng Awards 2011: - Best integrated marke@ng campaign - Best small budget marke@ng campaign 2010: 3 Wins at Asian Effec@veness Marke@ng Awards - Gold Medal - Promo@ons Marke@ng - Silver Media (Outdoor) - Promo@ons marke@ng - Bronze Medal - Beverages: Alcoholic 2010: 1 AWARDS (Australia) Finalist - integrated campaign 2010: 1 Shortlist for best integrated campaign at Beijing’s Digital Media Awards 2010: 1 Bronze at Spikes Asia - Event & Field marke@ng: Only digital/integrated campaign win from Singapore.
  5. 5. 2010: 2 awards at the Singapore Crea@ve Circle Awards: Only integrated campaign to win in Singapore a. Bronze for Integrated Promo@onal campaign b. Bronze for Integrated Communica@on Campaign 2008: One Show finalist in the integrated campaign category: Asia’s only winning finalist in the integrated category, alongside McCann’s Halo “Believe” campaign, BBDO/Big Spaceship ’s HBO Voyeur campaign, Crispin’s BK Freakout campaign. 2008: 4 wins at Spikes Asia/Asia Adver@sing Awards: 1 Silver, 1 Bronze & 2 Digital Finalists. 2008: 4 wins at the Asia Interac@ve Awards: - Gold for Best Consumer Site, - Silver for Best Visual Website Design - Silver for Best Use of Anima@on, - 1 Bronze for Best Use of Sound. 2008: 3 Bronze awards for site, email and mobile adver@sing in the New York Fes@vals 2008: Singapore’s only winning entry at the New York Fes@vals Innova@ve Awards. 2008: 1 Official Honoree and 1 Nomina@on at the Webby Awards. 2008: 1 Singapore Effies’ online finalist for HP Toyrama. 2008: 2 Silvers (Singapore’s only winning entries) at the Horizon Interac@ve Awards. 2007: Best hardware microsite & outstanding microsite wins at the Internet Adver@sing Awards. 2007: 2 Silvers at Hong Kong's 2007 Digital Media Awards for Integrated and Digital categories. 2007: 3 Silvers and 5 Bronzes at the Singapore Crea@ve Circle Awards for HP campaigns: My agency, Arc Worldwide/Leo BurneM, won the most awards in the digital category. 2007: 1 Interac@ve Finalist at 2007 Golden Drum for HP Toyrama 2007: Singapore Effies Finalist for HP Inkjet Crayons Campaign. Recent awards: Excludes above-the-line awards won before 2007
  6. 6. 2011 to 2017 Kestrel Lee: Social media, social and mobile apps plus integrated campaigns in China & global markets
  7. 7. LAUNCH OF LIFE_SPACE VIA CHATBOTS, SOCIAL MEDIA , ECOMMERCE & SHOPPER MARKETING Campaign achievements: •  Fastest Growing Digestive Health Brand In Australia •  Number 1 in social media buzz in China •  Number 2 best selling probiotics brand on Alibaba •  Case study on Youku: http://v.youku.com/v_show/ id_XMjU1Mjg0MjM2OA==.html •  YouTube: https://youtu.be/lh-NxIspb8g •  Chatbots case study: https ://youtu.be/QC1_k-25xns
  8. 8. Education! shopper missions! Insight! shopper missions ! Emotional! shopper missions ! Feedback! shopper missions ! Challenge shopper missions ! REGISTER! http://sunlight.journy.cn/start Babybox! Baby Tree BBS! Official Wechat! Aug 17 to Dec 24 2016! Education mission! UNILEVER ECOMMERCE, SOCIAL MEDIA AND SHOPPER ACTIVATION WITH VIDEO MARKETING
  9. 9. LAUNCH OF FAST FASHION BRAND VIA WEBSITE, SOCIAL MEDIA, VIDEO, IN-STORE COMMUNICATIONS Case study: hMp://v.youku.com/v_show/id_XMTUwNzAyMzg0NA==.html hMps://www.youtube.com/watch?v=QALy7FUlbDw
  10. 10. PARKSON DEPARTMENT STORE’S ONLINE-TO-OFFLINE SHOPPER ACTIVATION IN CHINA “We are pleased with GPJ/ JUXT Shanghai’s efforts to launch our online to offline shopper marketing campaigns using social media and in-store event activation for our 60 departmental store in China. They did a great job in this new area of marketing.” – Lim Shea Lee, Senior Manager, Marketing, Parkson Department Stores, China. VIP card launch O2O mobile commerce case study: https://www.youtube.com/ watch?v=UAb3pfaCxgU http://v.youku.com/v_show/ id_XOTQwOTM2MTM2
  11. 11. NET-A-PORTER CHINA LAUNCH VIA SOCIAL MEDIA, VIDEO, PR, KOL & O2O ENGAGEMENT Case study video: hMp://v.youku.com/v_show/ id_XMTQ4NjkzODA4MA==.html hMps://www.youtube.com/ watch?v=0GqHq1AfCgk
  12. 12. 恶搞历史四大名著病毒视屏:‘红楼梦’奇想篇 On Tudou with more than 14 million views aZer just 2 weeks: hMp://www.tudou.com/programs/view/ng3h4V5AjqI/?fr=rec1&FR=LIAN Unilever’s viral video campaign to re-launch its Zig Zag popsicle brand in China: Case study: http://v.youku.com/v_show/id_XNDgwODEyNjEy.html https://www.youtube.com/watch?v=zdB-Yrw3cQQ
  13. 13. Unilever’s viral video campaign to relaunch its Zig Zag popsicle in China: Case study: http://v.youku.com/v_show/id_XNDgwODEyNjEy.html https://www.youtube.com/watch?v=zdB-Yrw3cQQ On Youku with more than 7.25 million views and 15,979 comments aZer just 2 weeks: hMp://v.youku.com/v_show/id_XMzk4MDY5NDEy.html 恶搞历史四大名著病毒视屏‘水浒’奇想篇
  14. 14. Dove Gifting’s online-to-offline (O2O) social activation Case study: https://www.youtube.com/watch?v=x9Yq-ASSc78 hMp://v.youku.com/v_show/id_XMzM3NTM3MzAw.html We were asked to do a campaign to drive Dove gifting sales 4 weeks before Chinese Valentine’s Day. As Chinese netizens looked online for gift ideas for their loved ones, the agency brought to life an online romance that grew sales and momentum via social networks and PR communication strategy: hMps://www.techinasia.com/dove-weibo-campaign hMp://www.campaignasia.com/ar@cle/case-study-how-dove-leverages-happy-ever-aZer-with-zero-media-dollars/290324
  15. 15. Dove Gifting campaign: Bringing social gifting to life via Augmented Reality https://www.youtube.com/watch?v=TUQmzUT43E0 http://v.youku.com/v_show/id_XNDgwNTMxMjA0.html Campaign background: With the growing affluence of the Chinese consumers, people grow so used to giving and receiving giZs that giZing has lost its meaning. As the leading chocolate brand in China, Dove sees this decline in meaning as giZing as a key challenge to its strong market share in the chocolate giZing category. Campaign Solu7on - Use Augmented Reality (AR) to bring Dove giZing to life as each Dove chocolates giZ box can now come with a tailor-made giZing experience for the sender and recipient. - By allowing customiza@on of 3D visual, photo, anima@on and messaging experiences, giZ senders can create an interac@ve e-card or message to complement their Dove chocolates giZs to recipients. The recipient can share a video or pictures of his or her giZ experience via social networks. - To promote this new brand-driven digi@zed product experience, the agency provided crea@ve direc@on and ideas across TV channels, point-of-sales, outdoor, online videos, social media, ePR, websites plus iOS & Android mobile plaaorms. Campaign Results - The viral video had more than 3.2 million views in Dec with over 130,000 topic click-throughs in all major China forums in the first week! App downloads were over 100,000 with over 1 million Weibo tweets about this new giZing experience. - Over 3.1 million par@cipants used this AR enhanced giZing plaaorm to create brand-driven 3D giZing experiences from 5 Dec 2011 to Feb 2012.
  16. 16. Blackberry Southeast Asia: Dream App Factory social-mobile campaign https://www.youtube.com/watch?v=mwoFqt5LiJ4 http://v.youku.com/v_show/id_XNzg5MjcxMjcy.html
  17. 17. hMp://v.youku.com/v_show/id_XNzUxMzI2OTk2.html? Case study: hMps://www.youtube.com/watch?v=inbE0ACiVPo&t=2s
  18. 18. hMp://v.youku.com/v_show/id_XMTQzNDkyNTc1Ng==.html CASE STUDY: hMps://www.youtube.com/watch?v=mvDGQuSw9TM TENCENT & RIOT GAMES CHINA: OFFINE-ONLINE EVENT ACTIVATION
  19. 19. Continental Tires integrated ATL & online advertising campaign: Casestudy:http://v.youku.com/v_show/id_XOTU5OTA4MDc2.html https://www.youtube.com/watch?v=tJwr6zdlmtk Website: http://v.youku.com/v_show/id_XOTU5OTIzMjQ4.html Webfilm:http://v.youku.com/v_show/id_XOTU5OTAwNzEy.html
  20. 20. PORSCHE CHINA VIDEO PLUS WEBSITE WITH SOCIAL, MOBILE, SEARCH, IN-STORE INTEGRATION Staging website & video: hMp://juxtstaging.com/porsche/#!/intro hMps://www.youtube.com/watch?v=xNtnPO-nk5E
  21. 21. Porsche AZer sales dealer marke@ng campaign: hMp://v.youku.com/v_show/id_XOTQwOTM4MTY0.html Porsche AZer sales WeChat servicing plaaorm: hMp://v.youku.com/v_show/id_XODA2MDE0OTU2.html Challenge Due to s@ff car market compe@@on in China, Porsche needed to engage its current clientele to build brand loyalty beyond the car purchase. Strategy Research has shown that it is 6 @mes easier to get more business from exis@ng clients as compared to new clients. To engage customers, the agency focused on iden@fying an occasion, which impacts Porsche drivers the most like when they send their cars for servicing with Porsche. Their whole day may be disrupted. Idea Introducing the “Porsche VIP day” program. The day starts when a Porsche driver in China u@lizes the WeChat app to book a day to send their car for servicing. The driver can then select a specific “away-from-the-car” ecommerce package i.e. spa, fishing or yoga promo@ons to have a great day. The agency launched an integrated campaign with print ads, radio commercials, outdoor billboards, Website, WeChat, eDM, SMS, POSM and in-store showroom communica@ons. PORSCHE CHINA: INTEGRATED PRINT-RADIO CAMPAIGN FOR WECHAT COMMERCE LAUNCH
  22. 22. TAYLORMADE CHINA SITE WITH SOCIAL, MOBILE, SEARCH, ECOMMERCE INTEGRATION Our new Taylormade China luxury brand site comes with its own CMS website for easy content/page updates that also support brand consistency with a standard site template. This can be reused for future websites hosted in other countries with some adjustments for these markets, such as language, social networks display and aggregation, destination page for buy products, login and signup backend." http://www.taylormadegolf.cn/ "
  23. 23. Facebook games and video apps for Lenovo & Asus global campaigns: https://www.youtube.com/watch?v=881-J922RR8 http://v.youku.com/v_show/id_XNzUxMzYxNDMy.html? Welcome to YOGA time – where agile cats mimic the flexibility of the Lenovo YOGA.
  24. 24. Within two weeks, negative chatter totally eliminated, positive buzz began “Children’s Oral Health Education” event coverage drew an ROI of 9.5. By Day 3, negative buzz under control 7.9MM positive Crest impressions DROPPED NEGATIVE BUZZ SIGNIFICANTLY FROM 57% TO 1% CHALLENGE A tweet on Sina Weibo, China’s largest and most influen@al micro-blogging site, sparked a rumor that based on lab tests, Crest TPS contains no fluoride and has industrial waste substances. This generated 10000+ retweets and comments in a short period of @me, spreading nega@ve voice. DISRUPTION Step 1: Shift the negative voice to positive AZer assessment, issued an official statement and lab test report were posted on Sina Weibo before distribu@on to conven@onal media. This and proac@ve interac@on with KOLs controlled the buzz volume and topic trends for Crest. Step 2: Create and drive key positive voice Leveraging a popular social media topic, “Zhenhuan Style”, the first educa@onal tweet “Zhenhuan Style; Toothpaste Ingredient Disclosure” was posted to act as a ‘bridge’ conveying toothpaste ingredient understanding. Step 3: Transforming crisis into opportunity Crest leveraged “Children’s Day” to jointly hold “Children’s Oral Health Educa@on” with the Ministry of Health, aMended by officials, 70 oral health experts and 25 influen@al media. Fluoride endorsement incorporated into a children’s song. MANAGING CREST REPUTATION VIA ONLINE CRISIS MANAGEMENT
  25. 25. “We are pleased with GPJ/ JUXT Shanghai’s efforts to launch our online to offline shopper marketing campaigns using social media and in-store event activation for our 60 departmental store in China. They did a great job in this new area of marketing.” – Lim Shea Lee, Senior Manager, Marketing, Parkson Department Stores, China. VIP card launch O2O mobile commerce case study: https://www.youtube.com/ watch?v=VIBsB6gy-2o http://v.youku.com/v_show/ id_XOTQwOTM2MTM2 PARKSON DEPARTMENT STORE’S WECHAT CHRISTMAS CAMPAIGN
  26. 26. Search for 新西兰仙女小⻜ Case study: hMps:// www.youtube.com/ watch?v=y3LnUjagwo http://v.youku.com/ v_show/ id_XOTQwOTM1MDA w.html 4. We develop social & CRM campaigns via Weibo & WeChat AIR NEW ZEALAND’S WECHAT LAUNCH IN CHINA
  27. 27. 4. We develop social & CRM campaigns via Weibo & WeChat UNIVERSITY OF TECHNOLOGY, SYDNEY: SOCIAL MEDIA CAMPAIGN
  28. 28. Unilever China: Clear Shampoo HTML website •  First @me ever for Unilever China in 2011: A non-flash HTML5 website design while introducing a game- like experience to its product sec@on.
  29. 29. Nippon Paint: Color Beijing Project: hMps://www.youtube.com/watch?v=I77PUJmpOns hMp://v.youku.com/v_show/id_XMTI4NzAxMTgyNA==.html From a brief where the client merely wants us to get consumers to feel the texture of a new paint product, the agency developed an onsite-to- online integrated campaign like none other. Using 20 illustrators, 50 painters, 981 cans & 465 colors of Nippon Paint, and 1,500 man-hours, we used the paint to brighten the city’s spirits. Each of the 5, 120 meters long, 100% hand-painted murals celebrated the Colorful Side of Life in Beijing, through uniquely Chinese themes to encourage the Chinese people to celebrate the best moments of their life@mes. Webcams were places in hidden loca@ons to capture the interac@ons of the consumers to the art pieces for social media content seeding to drive talk value on social networks. This led to the campaign images being picked up by mainstream media with 1.2 million RMB free media coverage.
  30. 30. 2007 to 2010 Kestrel Lee: - Search, social media, gaming and integrated campaign work in Singapore & Southeast Asia:
  31. 31. HP TouchSmart campaign: We came up with the idea of photo-tagging in 2006-2007 before Facebook arrived in Asia hMp://www.youtube.com/watch?v=CqXkfvErPsU The beauty of this Asia-Pacific region campaign is that it revolves around an unique social networking portal that allowed people to tag their pictures, as well as tagging their music pieces to their photo albums or the albums of other people on the site and vice versa. This was done before Facebook arrived in Asia, before Facebook introduced photo-tagging, which made it such a hit with people in the world today. hMp://v.youku.com/v_show/id_XMzM2MjU3NDg0.html
  32. 32. Adidas Trophy Raiders Facebook gaming campaign for Southeast Asia Campaign video: http://www.youtube.com/watch?v=SGV5FdgUG5U hMp://v.youku.com/v_show/id_XMjkyMjExMDEy.html With this Facebook campaign, we gave the fans the power to change club history for Real Madrid, Liverpool FC, Chelsea FC, FC Bayern Munich and AC Milan on Facebook. While hardcore club fans seek to safeguard clubs’ trophies or victories, casual gamers on Facebook playfully stole these trophies away to change their clubs’ history with each successful raid via history-changing game notifications. Without the use of any paid media as traffic drivers, thousands of new fans participated in a mass hunt of fans codes on blogs, forums and twitter profiles for fans codes that can give them raiding points to steal trophies. In less than 6 weeks, the adidas football Facebook page gained over 130,000 new fans from 4 Southeast Asian countries with a 30% jump in sales of club jerseys (a key campaign KPI).
  33. 33. Adidas Trophy Raiders Facebook gaming campaign for Southeast Asia Campaign video: http://www.youtube.com/watch?v=SGV5FdgUG5U hMp://v.youku.com/v_show/id_XMjkyMjExMDEy.html Deployed on adidas’ global Facebook page: www.facebook.com/adidasfootball
  34. 34. Martell VSOP – The Ultimate Start-up Space Entrepreneur Challenge: Case study video: http://www.youtube.com/watch?v=36h1rKVn6iI For viewing in China: http://v.youku.com/v_show/id_XNTI5NDM2ODg0.html
  35. 35. Martell VSOP brand was associated with the older Chinese-speaking crowd. To engage English Singaporean speakers, we gave a challenge: "If you have 760 square feet of shop space at Clarke Quay, what would you do with it?" Entrepreneurs were asked to send in their start-up ideas as videos and Martell VSOP was able to successfully engage them, while transforming them into brand advocates. This drew the attention and support of venture capitalists for startups while key entrepreneur bloggers aggressively blogged about the campaign and getting their fans to support the campaign. This was a clear seismic shift to a more progressive and entrepreneurial brand perception for Martell VSOP. Campaign accolades as digital lead: - Free monthly coverage by 100 blogs, forums and social networks with large followings in Singapore. - 26.3 million search results for the phrase “ultimate start up space” with a 40% jump in search traffic. - 29,442 accumulated fans on Facebook and 60,111 followers on Twitter - 2.4 million unique views on all social media. - Developed a creative take-over of the Facebook group page via a self-created Facebook banners: http://www.youtube.com/watch?v=- m9QDG-4Mh0 Martell VSOP – The Ultimate Start-up Space Entrepreneur Challenge: Case study video: http://www.youtube.com/watch?v=36h1rKVn6iI
  36. 36. HP Toyama campaign 2007: Digital-led Integrated campaign video: http://youtu.be/BENvkqRaaLs For viewing in China: http://v.youku.com/v_show/id_XNDMzMDcwNjQw.html The most successful award winning user generated content campaign of 2007 in Asia with over 18,000 search results on Google.
  37. 37. HP Toyama campaign 2007: Direct marketing mailer
  38. 38. HP Toyama campaign 2007: Campaign EDM and website
  39. 39. HP Toyama campaign 2007: Mobile video: http://www.youtube.com/watch?v=kogGY6pI2sY
  40. 40. HP Asia-Pac Business PC campaign 2006: A self-help book approach to show IT Managers and Business owners what type of cost savings they will achieve by investing in HP Business PCs.
  41. 41. Hobby: Volunteering for causes with my digital expertise like this United Nations campaign: Spread by word of mouth on Facebook, the campaign generated interest among indie musicians to create songs that sound out the need to free women trapped in human trafficking. The website calculates every interaction on the site as an action that sounds out against the evil of human trafficking. The music content was later re-used as a CD direct mailer sent to the other UN departments and the US embassy: http://soundout.sg
  42. 42. THANK YOU! hMps://www.linkedin.com/in/kestrellee/

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