Carol Huang
Jun 10, 2020

Kuaishou imitates competitor's video campaign

The short-video site mimics an earlier and successful campaign by Bilibili as the platforms vie for attention in advance of the June 18 sales event.

Kuaishou imitates competitor's video campaign

Chinese short-video site Kuaishou has released a campaign video to boost its brand awareness, following a creative strategy that proved effective for competing site Bilibili.

A month ago, prior to International Youth Day, video site Bilibili put out a video to compliment and inspire young people, featuring Chinese actor He Bing making a long speech. The video earned wide acclaim.

Kuaishou's new video is done in a similar vein, but features a video blogger with more than 1 million followers, known for his quirky but positive videos, in place of He. The blogger, Huang Chunsheng, uses the screen name "dongyong guaige", which translates as "winter swimming weirdo". 

According to Kuaishou, the video has been played more than 200 million times across all platforms in China. One difference: Kuaishou's video hasn't earned as much organic shares on WeChat as Bilibili's video did.

Kuaishou and Bilibili are both boosting their image ahead of JD.com's big June 18 anniversary online sales event. Last week, Kuaishou partnered with JD.com to release promotions. The ecommerce platfform planned to use livestreaming to sell products with the help of Kuaishou and its 300 million active daily users.

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