To test China’s social media landscape, we launched an experiment in the summer of 2009. We wanted to prove to ourselves a “content driven” campaign would trump a “bought” media campaign.
Some questions we wanted answered: How much traffic could we generate… without using traditional bought advertising; instead using only value-add user-focused content? How good would that traffic be; would it lead to increased sales, increased user registrations, increased visitor loyalty, and increased time spent/pages viewed per visitor?
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