Chery Automotive奇瑞汽车
With Chery With Love: co-create Friday campaign
Chery asked its fans around the world to design its gifts and premiums, with a chance to earn money when the items sold. Co-Create Friday drew more than 100 designs a week.
With Chery With Love100+ fan designs a week2M
impressions every week
100+
fan designs submitted every week
Facebook + Instagram
with a separate approach for each
The brief The ask
Hand the fans a pencil
Chery Automotive is one of China’s largest carmakers and one of its most active abroad. Its fan base abroad keeps growing, and Chery wanted those fans to have a visible, creative part in the brand.
The brief for “With Chery With Love” was a worldwide social campaign where fans design Chery’s gifts and premiums. Anyone whose design went on sale had a chance to earn from it.
The hard part was making it count. Token co-creation is easy to spot, and this one had to hold up in several markets and several languages.
The build Setup
Find the right fans, then give them a reason to keep sending work
Before the first brief went out, we worked out who to ask. Then what to ask them for.
Research
Find the enthusiasts
Market research to pin down the fans most likely to take part, and targeting built around them.
Themes
Let the data pick the topics
We read platform data for trending topics and chose project themes that audience would care about.
Platforms
Split Facebook and Instagram
Each platform got its own approach, built on what it does best.
Rewards
Pay in money and in moments
Financial incentives plus exclusive experiences, so taking part paid off and also felt good.
Every Friday The work
A new theme every week, and a new look to go with it
Co-Create Friday ran as a weekly series under the WCWL mark. The key visuals changed style from one theme to the next, so the feed never settled into a template.
A selection of Co-Create Friday key visuals. Each kept the WCWL logo, and the illustration style changed with the theme.
Why people kept entering
- A real design challenge
- A real payoff
The payoff mixed money from sales with exclusive experiences. Together they kept entries coming week after week.
Per week Results
Two million impressions and 100 new designs, every week
Both are weekly figures. Engagement and creative input came in above the original targets.
Reach
2M
Impressions per week
Across the campaign on Facebook and Instagram.
Creative input
100+
Fan designs submitted per week
Each one a proposed gift or premium.
What carries over Takeaways
Fans who have a stake keep coming back
Chery put real rewards on the table, and fans kept answering, Friday after Friday.
2M
Impressions per week
Facebook and Instagram
100+
Designs per week
Submitted by fans
Above target
Engagement and creative input
Against the original goals
What carries over
Give fans a real brief
A design that might get made and sold is worth real effort. Fans treated it that way.
Pay in two currencies
We paired revenue from sales with exclusive experiences. That made entering worth the effort, week after week.
Start from what’s trending
Trending topics from platform data set the themes, so each brief landed on something people already cared about.
Services delivered
- Brand Experience
- Brand Strategy
- Campaign
- Design
- KOL
- Social
About the data: impressions and design submissions are weekly figures for the With Chery With Love campaign on Facebook and Instagram. The comparison to targets comes from campaign reporting. This case doesn’t cover budgets, payouts to designers, or commercial terms.
Let’s talk
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Describe your fans and where they live. We’ll read it start to finish and answer with questions of our own.
