360DigitalInfluence

If their latest ad campaign is anything to go by, RenRen – China’s answer to Facebook – seems to have shifted its marketing focus to social gaming:

The animated animals, vegetables and furniture are references to China’s leading social games, which allow users to manage virtual farms, vegetable patches and restaurants.

The message and tone of this campaign contrasts with its campaign last year, which showcased ‘real-life’ stories of people using RenRen to connect:

Adquan.com (Chinese) claims that this shift is RenRen’s answer to the much-discussed question of whether China’s online social networks are for meeting new people or allowing existing friends to play.

This might be going a little far, since Chinese social networks can provide both services simultaneously. For me, however, the new campaign at least highlights one thing: that social gaming is currently far more important to Chinese online social networks than their Western counterparts.

China has been invited to join Hopenhagen, an international movement and campaign developed by our Ogilvy office in New York to drive action on climate change at the United Nation’s Climate Change Conference (COP15) in Copenhagen this December.

Hopenhagen allows citizens to become active participants in the climate change dialogue and make their voices heard to world leaders and the conference delegates attending the meeting. The ultimate call to action will be to secure signatures for the “Climate Change” petition in support of the UN, which calls for a climate treaty that is “ambitious, fair and effective in reducing emissions”.

Ogilvy Earth China worked closely with the New York office to translate the campaign for the Chinese audience. The Chinese Hopenhagen website will serve as the campaign hub to give Chinese citizens, government, non-profits and businesses the tools to rally support for a positive outcome at the COP15 Climate Change Conference.

Netizens can also participate in Hopenhagen through popular social networks Douban, RenRen and Kaixin, the photo sharing network BaBaBian and microblogging platforms 9911 and Sina.