Client Problem

To continue the growth and engagement of Dove’s WeChat profile, Charlesworth launched the innovative Annual Video Abstract Awards. This signature award programme encourages authors to explain the importance of their research in a clear and engaging way using video, which is then shared on China’s most popular social media and messaging app, WeChat.

Client Solution

Reaching a large audience with engaging and relevant content is key for a successful awards programme. The campaign plan, written and managed by Charlesworth, encompassed a mix of organic and paid content promoting the awards to encourage entries, event voting, and engagement with the Dove mini-program. Sponsored posts were used to increase visibility and target audiences outside of academia, this included posting to influential WeChat accounts with over 1 million followers.
To keep the momentum after the awards, the ‘Annual Abstract Award Winner Experience’ webinar, organised by Dove and Charlesworth, provided a platform for the winning author to promote their research to a new, broader audience on both WeChat and BiliBili.

Impact

• Increased brand awareness.
• Increased engagement.
• Increased research submissions.