Unleashing the power of Weibo ads

Fabernovel

Sina Weibo played a central role during the COVID-19 crisis, during which Chinese consumers flocked to express themselves, seek reliable information and debate over hot topics that were viewed over 12.4 billion times.
  • It is the first open social-media site in China that started off as a microblog, with over 500 million MAU (monthly active users) including netizens, celebrities, government officials and brands after it saw a 30% spike in traffic* during the COVID-19 outbreak.
  • Studies by the Institute of Psychology at the Chinese Academy of Sciences in Beijing showed that negative emotions (anxiety, depression, indignation, sensitivity to social risks) were increasingly expressed on Weibo after the announcement of the outbreak on January 20th.
  • Strong immediacy of information on this public platform allows both positive and negative news to spread and impact a...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands