Generating Social Video Influence in China for a Semicon Leader

Winbond is a leading global supplier of semiconductor memory solutions, was developing & publishing corporate & insightful technical videos on YouTube for a few years. However, because YouTube is unavailable in mainland China, Winbond was looking to leverage its content on a China-friendly platform.

Winbond had also recently produced their Winbond Talk column to discuss their technology and products with technical experts. Winbond wanted to expand its reach through insightful video content and planned to increase its video distribution in China to raise brand awareness.

The Influence Matters team researched and analyzed video platforms in China best suited for a very technical semicon company. BiliBili stood out as the first choice due to the type & length of videos the platform has. It also has a solid active user base of technical engineers consuming technical content.

Influence Matters assisted Winbond in establishing a verified account on BiliBili, regularly posting existing video content localized for China about corporate promotion, product introduction, and technical content.

To kick-start the following of the Bilibili account, Influence Matters leveraged Winbond’s WeChat account, also managed by the team, as it boasts a robust follower base. The Influence Matters team formulated a WeChat communication strategy to cross-promote BiliBili as an extension of the Winbond social media universe with more in-depth and engaging content.

In addition, to expand Winbond’s exposure to Bilibili and enhance growth, Influence Matters planned a video cooperation project with a KOL. The team researched and selected the most relevant KOL to Winbond’s target positioning, Lao Shi Tanxin. Influence Matters and the KOL worked together on a content plan, video storyline, and scripts – ensuring that the final videos would accurately promote Winbond while remaining insightful for the viewers. Compared with traditional video content, KOL content provides digestible insights on Winbond memory technology and the application. It promotes better engagement between Winbond and its audience. Influence Matters then interacted with fans under the video through Winbond’s official account to maximize engagements!

Since its launch in early 2021, the Bilibili account has attracted hundreds of followers interested in Winbond’s products, technology with richer solutions, and compelling company stories to their prospects. It also solidly established Winbond as one of the more modern semiconductor companies in China, connecting with its users on one of the most dynamic social media channels available in the country.

The video collaboration with the KOL on BiliBili received over 25K views, 100+ comments and successfully raised Winbond’s leading position in the memory chip market. With this campaign, Winbond maximized the KOL partnership results, generating followers for its account, and collected multiple business inquiries.