Social Media Case Study - Yihaodian - YHD (Walmart) - 下午茶 Made in China by Uncle Advertising, a full service agency providing creative advertising solutions, digital marketing and social connectivity strategies for brands in China.

1. SOCIAL MEDIA
April 2014
Yihaodian - YHD

2. • Founded in 2008, YHD is one of the fastest-growing e-commerce company in China.
Background
2013
57million registered users
11,54billion yuan annual sales
www.YHD.com

3. Challenge
1.YHD offers a variety of imported food & beverage products from all over
the world and wants to make people discover and try them.
2. YHD wants to grow its WeChat account fan base and improve the
interactions with its fans.

4. Solution
1 2 3
• You are all redirected to 下午茶 APP.
• Shake your phone to win one product.
Share it.
• There's nothing quite as relaxing as sitting down together for an afternoon
tea, whether you need a break or want to treat your friends.
• Thanks to YHD 下午茶 APP (linked to WeChat), share an afternoon tea with
your friends and colleagues.
• Send “下午茶 “ to YHD WeChat
account.
• Mention how many people are
participating (5-10).
• Receive a specific room number.
• Invite your friends to follow YHD and
tell them to send this room number.
Enjoy your
afternoon tea!
Play & receive your afternoon tea package directly at work!

5. Results
36
days
Shanghai
Beijing
Guangzhou
18%
66%
16%
40WeChat
KOL’s
5publications
20Weibo
KOL’s 5articles shared x10,000
1,768packages delivered
31,308participants
17,933new fans on WeChat

6. Uncle Advertising is a full service agency providing
creative advertising solutions, digital marketing and
social connectivity strategies. We provide ‘creative
solutions’ which build brands and businesses in China.
We help brands to listen, understand and engage in
conversations in Chinese social media: Weibo and
Wechat.
For more information, please visit our Linkedin
company page Uncle Advertising (Scan our QR code),
follow us on Twitter @ShanghaiUncleAd or drop us an
email at elsa.bouillot@uncle-ad.com
Contributors: Chris Yang, Elsa Bouillot