Shanghai is the city where the majority of advertising market players are concentrated. On the first day we get acquainted with RedFern Digital and SG Group.
RedFern Digital is focused on performance marketing. The main part of its work is the promotion of brands on local e-commerce platforms with the involvement of Influencers. This small agency has more than 1,200 bloggers on its list of partners. The Chinese audience practically lives online: live ‘selling’ broadcasts with product demonstrations by professional streamers are especially popular.
Amid such digital expansion, creative agencies are looking for ways to establish a more meaningful dialogue with the audience. Agency SG Group watched our creative case studies with great interest. "We too want to create something of value, not advertising rubbish," said Joe Zhou, creative director at SG Group, in a conversation with Voskhod. When developing creative commercial, they pay a lot of attention to research, because sometimes even local agencies "don't understand the Chinese consumer".