Martech Brand Strategy Future of Media

Kuaishou and GroupM come together to work on brand marketing and data capabilities


By Shawn Lim, Reporter, Asia Pacific

August 2, 2021 | 4 min read

Video-sharing platform Kuaishou has formed a partnership with WPP’s GroupM in China to explore new models of cooperation, accelerate digital growth, and promote industrial development.


Both parties will drive the co-building of data capabilities and integration of ecosystems

“Our cooperation goes beyond advertising. It involves co-building in many fields, to bring clients groundbreaking products and services in marketing and communication, serving as real business boosters,” said Rycan Di, the chief investment officer for GroupM China.

“We are looking forward to empowering each other with Kuaishou and explore value at different dimensions.”

Ma Hongbin, the senior vice president of Kuaishou added: “2021 marks the tenth anniversary of Kuaishou. Though a late starter, Kuaishou has been developing rapidly in recent years, unlocking the potential of the ecosystem. In the future, we will work with GroupM for more possibilities of cooperation and win-win outcome.”

WPP previously signed another partnership with Tencent to help advertisers in China make full use of data and artificial intelligence.

How will Kuaishou and GroupM work together?

  • They will work together to formulate growth strategies and build a business model for win-win cooperation conduct through overall planning and deployment in terms of inventories, unique journey, content marketing, key opinion leaders’ resources, and building of new brands.

  • Both parties will drive the co-building of data capabilities and integration of ecosystems by means of complex platforms and advanced modeling while ensuring their own data security.

  • They will look to build a digital marketing panorama based on audience mapping and targeting, API connection, and joint modeling, to further optimize access efficiency and operational performance as well as drive business growth.

  • Kuaishou and GroupM will combine their strengths, dig into clients’ demand scenarios, and accelerate the co-building of advantageous vertical content to create small but boutique projects.

  • They will form a full-link integrated content marketing for consumption conversion. In addition, the two parties will create innovative methods for brands based on Kuaishou’s existing IP (such as the innovative experience for Olympic Games), product capabilities, and traffic supply.

  • The two parties will delve into the “Methodology for KOL Cooperation Evaluation” and the “Evaluation Model for IP Cooperation Strategy”, bring more benchmarks to the industry for KOL evaluation.

  • They will work together to advance the training program of “Magnetic School” and in the second half of 2021, they will focus on training and certification on branding and performance marketing capabilities.

  • The two parties will first release an industry playbook, with pilot projects in the footwear and beauty industries. Meanwhile, a special service team will be established to promote pilot projects for key clients and improve overall service capabilities.

  • In addition, the two parties will co-host events and training salons, and release industry white papers to provide inspirations for short video producers and brands.

Martech Brand Strategy Future of Media

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