Planning & Execution

We invited Jonathan Lee to write the script by himself and perform in the video. Meanwhile, Director Zhou Getai, known as a MV master in Taiwan, participated in the video production process. The collaboration between the two masters in their respective fields contributed to the consistency of the theme.


In the video, the scenes of Jonathan Lee working at his guitar with great care and of craftsman focusing on the shoemaking process as if treating a piece of artwork appeared in turns. The clever combination enabled accurate communication of the brand and product information in a skillful manner.


Social media marketing whole-process diversion: Upon release of the video entitled Heart and Hands, there was an upsurge of viewers on various video websites. Afterwards, we carried out diverted promotion on fully socialized media platforms.

Effectiveness / Results

The video was played for over 14,576,580 times on all sorts of video platforms, which immediately provoked crazy reposts in Moments upon its release on WeChat. There were totally 15,755 WeChat searches of #Heart and Hands# key words and relevant contents. There were a total of over 30,000 discussions and interactive comments about New Balance #Heart and Hands# that could be searched out on Weibo. Posts concerning #Heart and Hands# on New Balance’s official Weibo enjoyed over one million views.


Link: http://v.youku.com/v_show/id_XNzYzNzQxODA0.html?from=s1.8-1-1.2