Client: Budweiser China
Client: Budweiser China
Creative Strategy • Creative Direction • Art Direction • UI Design
Creative Strategy • Creative Direction • Art Direction • UI Design
Bud.cn Revamp
Bud.cn Revamp
Bud.cn Revamp
Background
Budweiser China was pursuing an ambitious goal of being the leader in the beer category as well as the digital innovation trendsetter in China. However, the brand's aggressive marketing efforts led to inconsistent and fragmented messaging, making it challenging for its target audience to stay informed about ongoing and upcoming events. The brand's various campaigns also directed audiences to different platforms, resulting in confusion and reduced engagement.
Background
Budweiser China was pursuing an ambitious goal of being the leader in the beer category as well as the digital innovation trendsetter in China. However, the brand's aggressive marketing efforts led to inconsistent and fragmented messaging, making it challenging for its target audience to stay informed about ongoing and upcoming events. The brand's various campaigns also directed audiences to different platforms, resulting in confusion and reduced engagement.
Solution
My team and I were responsible for the transformation of bud.cn, a website previously utilised by Budweiser for providing information about its brand and products, into a comprehensive brand hub. This hub now encompassed campaign-related activations, integrated brand information, event updates, and an access point to their e-commerce platform.
The result was a one-stop destination for the audience to obtain extensive information regarding the brand and its offerings, resolving the previously fragmented and inconsistent marketing efforts of Budweiser China. Furthermore, this brand hub also featured a library of music content and played a crucial role in reinforcing Budweiser’s dominance in China's EDM scene.
Solution
My team and I were responsible for the transformation of bud.cn, a website previously utilised by Budweiser for providing information about its brand and products, into a comprehensive brand hub. This hub now encompassed campaign-related activations, integrated brand information, event updates, and an access point to their e-commerce platform.
The result was a one-stop destination for the audience to obtain extensive information regarding the brand and its offerings, resolving the previously fragmented and inconsistent marketing efforts of Budweiser China. Furthermore, this brand hub also featured a library of music content and played a crucial role in reinforcing Budweiser’s dominance in China's EDM scene.
User Experience Video
User Experience Video
Desktop Format
Desktop Format
Mobile Format
Mobile Format
Achievements
• Daily organic traffic experienced a twelvefold increase • Click-through rate to e-commerce increased by 34% • Brought 49,000 visits to JD during the Halloween campaign, 3 times the volume of other platforms combined
• Daily organic traffic experienced a twelvefold increase • Click-through rate to e-commerce increased by 34% • Brought 49,000 visits to JD during the Halloween campaign, 3 times the volume of other platforms combined