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摘要: Carat’s theme of 2017? #RESET

2017 Carat China: #RESET


Carat’s theme of 2017? 

#RESET


We’ve had a year where we’ve embraced change, we’ve tried new things, we’ve met new people. And most importantly we’ve had the pleasure of working with so many truly lovely clients, who were also looking to try something new.

 

It’s been a year that starts and ends with ‘redefining media’. Redefining has always been at the heart of Carat’s proposition. And this year we spent a lot of time thinking about what this really means. Is it relevant? What should it mean for our clients. How do we make it real? Our conclusion?

 

Redefining Media has never been more relevant, critical, or true. We’ve made redefining media real – a base for the new media agency model. 

 

A #reset mindset that means we bring together the right mix of specialists, strategists and planners to connect with China’s savvy and selective consumers. 

 

A #reset approach to media investment that is pushing forward to deliver precision at scale.

 

Simplicity in the age of complexity. 

 

So, as we get ready to jump into 2018, here’s a quick look back at some of the #reset topics we’ve been talking about over the past 12 months;



JANUARY

Starting the year with a ‘woof’ we took a look at our favourite furry friends and the rising popularity of Pets in China.  


Pets: A Booming Consumer Class in China


JANUARY

And we were thrilled to take a leading role in MMA China to push forward the industry standards in mobile measurement.


Jenny Yang & Weichong Khor Elected to Key Positions at MMA China



FEBRUARY

Partnering with Jing Daily in February, saw us opening our wallets and taking a look at the spending habits of China’s handsome (and rich) men.  


New Report from Carat & Jing Daily on Mass Affluent Males


FEBRUARY

And getting into the heart of Chinese New Year we went to 26 hometowns to take a look at life outside the urban megacities… 


凯络洞察 | 二十六城记——除夕篇


MARCH

Springtime blooms began as we launched the results from our first data fusion research project in conjunction with Tencent.


Carat Releases Chinas First Data Fusion Research


MARCH

We made some bold predictions about what the rest of the year was going to hold.


凯络和腾讯联合举办“赋能2017”工作研讨会


APRIL

Taking to the stage with Campaign Asia at the China Digital 360 Conference, CEO Ellen Hou set out her view on Carat’s magic formula for social gold.


Carats Magic Formula for Social Gold


APRIL

And as changes in society mean change for families, we took a deep dive into modern parenting trends.


8 Trends On Parenting in 2017


MAY

Showing what you can do when everyone comes together, we took part in One Day for Change, which saw Carat’s finest donning lycra and spinning their wheels to set a new record in the DAN Cycling challenge.


300人连续骑行30公里,是一种怎样的体验?


JUNE

Continuing our fitness vibe and ahead of a summer of sport we took a leap into the new generation of Chinese sports consumers and gave you a sneak peek into the Carat Sports Day at the Adidas ROS arena.


中国新一代运动消费者洞察(上): 晒肉体还是秀灵魂?

中国新一代运动消费者洞察(下): 晒肉体还是秀灵魂?

还在喊没时间运动?人家都开运动会了!


JUNE

And since shopping is the other great sporting activity, we went head first to give you a look at the stories you didn’t know about the 6.18 shopping festival…. Who won? Cats or Dogs darlings???


6.18全记录 | 多的是你不知道的事

最后的12小时......


JULY

Summer in the city and things were getting hot.  Like everyone we were loving Rap of China and took you behind the scenes to investigate the role of content, brands and the evolution of product placement.


FUN视镜 | 究竟是谁在消费《中国有嘻哈》?


AUGUST

School might be out but what’s it like to be a kid in China?  August saw us launch the Carat Kids Lab and our report on the truth about Chinese kids today.


凯络洞察 | 当代宝贝的真实修养【壹】

凯络洞察 | 当代宝贝的真实修养【贰】

凯络洞察 | 当代宝贝的真实修养【叁】

凯络洞察 | 当代宝贝的真实修养【完】


SEPTEMBER

September saw us take a look at youth tribes.  Starting in data and in collaboration with Jing Travel and Shanghai Data Exchange we released our study of 8 million Chinese millennial travellers and their research journey.


Chinese Millennial Travelers, where next?


SEPTEMBER

Staying online and overturning some western stereotypes we explored how growth in gaming is coming from female players.


妹子开黑,再用套路你就输了!



SEPTEMBER

And because all work and no play wouldn’t be Carat, we took you into the magic kingdom thanks to our friends at Shanghai Disney Resort.


要做自己还是来作怪?教你几招吧!


OCTOBER

The nights may be colder but we’ve been pleased to share some reasons to be happy as we showed how the future at Carat is more efficient with ‘CAPPER’ – launching our industry first OTV cross platform frequency capping solution.


Why the Future at Carat is More Efficient with CAPPER


OCTOBER

#reset also applies to literature as we hosted a series of events to explore the evolution of internet literature.  And it was our real honour to win industry recognition for our clients and campaigns at both the China 4A and ROI awards.


史上最低金奖率:凯络金投赏摘金

凯络中国4A金印奖再夺金


NOVEMBER

In a month that’s dominated by the behemoth that is 11.11, we looked at where the brand money goes on singles day and who spends what.


Singles Day: Where the brand money goes


NOVEMBER

Young hearts, run free?  We escaped the cities to talk to young consumers in lower tier China and investigated what’s really influencing their decisions. 


凯络洞察 | 小城新青年的双面生活 · 自我篇

凯络洞察 | 小城新青年的双面生活 · 感情篇


DECEMBER

Ending the year with the face of the future, Carat’s Youth force took to the stage at Fudan University and provided a fresh perspective at the New Retail X Fudan CXO session.


联?首 CxO Talk 共话数字经济时代营销变革之道


DECEMBER

Campaign Agency of the Year was an evening of festivities that saw Carat take home three awards and we celebrated in style with our very own Xmas Ugly Jumper competition and got our holly on with a wreath making class.


双12,居然捂住了钱包还拿了奖!


DECEMBER

We ended up the year playing a prank on our bosses by dressing them up in ugly sweaters. With lots of amazing results we had received from lovely coworkers, it was now officially our favorite holiday game. We cant wait to reveal the winner of the year... Check out below!


圣诞节,员工整蛊老板,这大招你敢用吗?



Thank you so much for being part of our story!

Here’s to 2018 and we can’t wait to see what it has in store!