{
  "docId": "019dd923-5de0-76bd-a168-2e2cdc58233f",
  "docSlug": "f68351115ec32026",
  "documentTitle": "Breaking Records Everything Brands needs to know to breakthrough and dominate the Chinese Market in 2024",
  "authorId": "McKinsey",
  "authorName": "Branding Records",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.778,
  "pageNumber": 19,
  "pageCount": 25,
  "prevPage": 18,
  "nextPage": 20,
  "slideType": "case_study",
  "function": "illustrate_case",
  "density": "dense",
  "nDataPoints": 2,
  "notes": "The slide uses large numbers and directional arrows to emphasize reach and impressions.",
  "elementsJson": [
    "big_number",
    "paragraph",
    "other"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5de0-76bd-a168-2e2cdc58233f/19",
  "deckHref": "/decks/019dd923-5de0-76bd-a168-2e2cdc58233f",
  "deckJsonHref": "/decks/019dd923-5de0-76bd-a168-2e2cdc58233f.json",
  "deckAnchorHref": "/decks/019dd923-5de0-76bd-a168-2e2cdc58233f#slide-19",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "AGV and Dainese strengthened positioning and engagement with a successful localisation campaign.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd951-d9ed-745e-8f24-c535d256ba16",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.1,
        "x": 0.03,
        "y": 0.365
      },
      "kind": "legend",
      "text": "Reach on vertical media",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "3949de92-d490-4bef-aab8-e2c55d2ada85",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.05,
        "x": 0.47,
        "y": 0.095
      },
      "kind": "legend",
      "text": "Impressions",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "de8ba166-ee3c-4819-8fc4-fac11780990f",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.4,
        "x": 0.47,
        "y": 0.13
      },
      "kind": "metric",
      "text": "3,538,430",
      "attrs": null,
      "subkind": "big-number",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "1ec18a22-743e-4bd1-879f-171bcb6fba9e",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.4,
        "x": 0.03,
        "y": 0.4
      },
      "kind": "metric",
      "text": "2,380,120",
      "attrs": null,
      "subkind": "big-number",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "67113ea2-f4b7-4016-bf01-3047bf00c891",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Impressions and Reach: 3,538,430",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-d9ed-745e-8f24-c98e6b101f05",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.94,
        "x": 0.03,
        "y": 0.78
      },
      "kind": "paragraph",
      "text": "AGV and Dainese strengthened positioning and engagement with a successful localisation campaign. Partnering with us, we conducted local research and social listening to identify taboo topics in China covering motorcycle safety and racing. Rather than avoiding these topics, we crafted communications that addressed them head-on, positioning AGV and Dainese as thought leaders in the industry. With the right tone and language, we disseminated targeted content on social media, using a mix of WeChat, Weibo, and paid advertising campaigns to amplify the message.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "982cfe07-7c35-4472-96ce-8f69c966c634",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.5,
        "x": 0.03,
        "y": 0.68
      },
      "kind": "title",
      "text": "Do what we did for AGV and Dainese",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "6b0b942d-de06-4187-aac7-2fed421f2327",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [
    {
      "metricRaw": "Impressions and Reach",
      "numberRaw": "3,538,430",
      "numberKind": "plain",
      "actionTitle": "Do what we did for AGV and Dainese",
      "calloutText": "AGV and Dainese strengthened positioning and engagement with a successful localisation campaign.",
      "numberScale": null,
      "numberValue": 3.538,
      "metricFamily": "other",
      "numberCurrency": null
    }
  ],
  "tools": [],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 20,
      "from": 16,
      "beatId": "84ac76ad-6893-4946-aadb-287bfe6393bd",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Solution & Approach",
      "beatSlug": "consultants-gambit-solution-approach",
      "evidence": "The deck presents a solution and approach for localizing and harnessing social media",
      "position": 3,
      "confidence": 0.8,
      "parentBeatName": "Turn",
      "parentBeatSlug": "turn"
    }
  ],
  "loops": [
    {
      "to": 20,
      "from": 16,
      "name": "Quick Win Big Bet",
      "slug": "47-quick-win-big-bet",
      "bestFor": "Transformation planning, 100-day plans, resource allocation",
      "matchId": "74080513-ea5a-4734-85f4-4d664ac45ff8",
      "evidence": "The deck presents a solution and approach for achieving quick wins and big bets",
      "position": 2,
      "objective": "What are the quick wins and big bets for localizing and harnessing social media?",
      "structure": "The Full List -> Quick Wins (Low effort, High impact) -> Big Bets (High effort, High impact) -> Sequenced Roadmap",
      "confidence": 0.7,
      "description": "Separate initiatives into immediate wins and longer-term strategic bets"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}