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Ideas
Behind the scenes of ‘Yasmin’s Sex-Ed Revolution’
Meet the team!
From left to right: Sara Wang, Cindy Xu, Lara Yang, Eddie Weng, Viola Leng
Tell us a bit about yourself and what you do at PHD.
I am Group Social Media Director at Omnicom Media Group in Beijing, China.
Social media, for most of people, is just “paid social” and “KOL buying”(KOL: Key Opinion Leader). However, I have a very different understanding of this; for me, social media is about finding new and innovative ways to use social
channels to amplify the buzz volume of media activation. Most importantly, to increase netizen’s engagement and create an interaction between them and the brands I represent, whether it be a pharmaceutical or a car company.
My job begins with the ability to understand my clients’ business and goals. I then develop campaign ideas, craft content, all the way to building up a media
amplification plan. The whole process ends at performance evaluation and optimization to identify how to further enhance our actions and have a larger impact in the next wave.
THE EDIT ISSUE 06 | Q2 2017
