Topic：How to leverage the power of fan economy with branded content

12.02 Sub-track2  16:45 – 17:15

Introduction

From singer, TV/ movie stars, athletes all the way to KOLs or “Wang Hong”, the notion of “fan economy “has not only stirred the entertainment industry in China but it is also taking over marketing and advertising world.
The partnership between “celebrities’ with brands and marketers have become more and more frequent. Utilizing the power of fan economy to create highly targeted, creative and engaging marketing campaigns can not only attract more eyeballs but also induce more sales. Video content, as the core form of content marketing, is the best representation of this great combination amplified by social media, digital and e-commerce platforms. With the increasing influences from Hollywood and big sports organizations abroad in China, we have also seen many Chinese brands took bold moves and collaborated with foreign talents, particularly through video forms. We are going to explore how these brands leveraged fan economy with branded content to achieve maximum marketing effects.

Brittany Li is the Vice President of Business Development at FansTang, a cross-platform media and analytics company curating entertainment digital video and social media for Chinese consumers with Hollywood celebrities and NBA players. Brittany’s main responsibility is to create the perfect synergy between brands in China and Hollywood celebrities through creative and localized digital entertainment content targeting Chinese Millennial.

Born and raised in Shanghai, educated and employed in the US and the UK, Brittany had working experiences across different industries varies from government economic development organization, banking and real estate’s prior to joining FansTang. These diverse professional experiences have laid the perfect groundwork for her to take on an important role that crosses different functions in an entrepreneurial and growing company like FansTang.

The biggest achievement Brittany has obtained in the past 12 months was the award-winning 2015 Coca-Cola China Movie Quote Bottle branded content campaign that she sourced, managed and executed with the team. Brittany worked closely with Coca-Cola’s content agency Liquid Thread and FansTang production team in the U.S, and came up with 9 highly creative and localized branded content videos featuring the most prominent US TV show characters in China. Brittany also led the social team to promote the videos with 40 FansTang managed celebrity social media accounts and 60
KOLs which then achieved over 650 million social impressions. It was such a great success that the campaign was awarded with double Gold Medals at the Great Wall Awards 2015 and the 22nd China International Advertising Festival respectively.

Brittany is passionate about bringing Hollywood closer to the Chinese market place, providing Chinese fans the opportunity to interact with their favorite idols through social and digital means. She is passionate about introducing the most premium Hollywood content and trendiest US social content to Chinese Millennial. But she is mostly passionate about bringing brands in China and Hollywood talents together to create campaigns that will rock your socks off.
Brittany was awarded as one of Ad Age’s “Women to Watch 2016: Agents of Change” in August 2016.