Cindy Gu
Feb 18, 2020

Chinese students make collaboration app DingDing cry for mercy

Alibaba-owned collaboration app DingDing won praise for a meme-filled video response after stuck-at-home students used one-star ratings to express their frustration at having to use the app for their studies.

Chinese students make collaboration app DingDing cry for mercy

A cartoon bird that begs for mercy has proven to be a brilliant PR move for an app that became the surprising and unfair victim of frustrated, homebound students in China.

Faced with a sudden increase in one-star ratings, the collaboration app DingDing, which offers videoconferencing, messaging and document-sharing among its features, deployed a meme-laden video in which its mascot sheds copious tears and begs for five-star ratings while singing a jaunty tune. 

The sudden wave of one-star ratings was not due to any fault in the app's functionality. It seems that students under COVID-19 lockdown were being forced to use it for their schoolwork, and used the rating system to express their displeasure. It's also possible they believed they could reduce the Alibaba-owned app's rating enough to see it removed from app stores.

The video, posted Sunday night, may be turning the ratings tide thanks to its many knowing references to internet culture. As of press time, the Weibo topic "Dingding" had 140 million views and more than 88,000 comments. The latest Apple Store reviews are still mixed, but the average rating is holding steady around 2.6.


(Please wait through the advertisements to see the video)


Several brand officials from Alibaba chimed in by leaving comments on the video and heaping their own five-star praise on the app. Representatives of Ant Credit Pay, Taobao, Fliggy, Damai and Xiami music have left messages—not failing to also mention their own brands. Other companies, including underwear brand Aimer, jumped in to attest that they too were giving the app five stars.

Despite this drama, the increased need for online collaboration due to the COVID-19 outbreak has been very good for DingDing and other similar apps. DingDing became the most downloaded app in the Apple Store on February 5 and is in that spot again this morning. Daniel Zhang, chairman and CEO of Alibaba Group, said in the company's third quarter earnings call that DingDing was seeing explosive growth, with the number of organisations and daily users continuing to reach new highs.


This story was adapted from a story first published on Campaign China.

Source:
Campaign China

Related Articles

Just Published

2 days ago

Purpose, laughs, and boppable tunes: Spikes jury ...

SPIKES ASIA X CAMPAIGN: Presidents and members of several Spikes Asia juries share the top trends they spotted in the jury Zoom rooms, with video examples.

2 days ago

Crash Course: How to tell engaging short-form stories

To round off a week of creativity-themed content during Spikes Asia X Campaign festival, this Crash Course provides useful tips on how to build story arcs and create thumb-stopping campaigns for short-form.

2 days ago

Lessons from Tesla, Apple and yoga (yes, yoga) in ...

SPIKES ASIA X CAMPAIGN: Creatives need to drive relevance for sustainable options, instead of virtue-signalling about sustainability, argues Gulshan Singh of FCB Interface.

2 days ago

Spikes Asia Awards 2021: Campaign's contenders 3

As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has once again scoured through the 2021 shortlist to pick out the work we expect to win.