JAC Automobile江淮汽车
Annual social campaign on WeChat, RED and Weibo, powered by AI
A year of content for JAC on WeChat, RED, and Weibo, with AI built into the workflow. The Olympic J-Bot series traveled so well that JAC’s teams abroad reposted it on Facebook and Instagram without being asked.
J-Bot, in six Olympic versionsPicked up abroad, unprompted10M+
JAC vehicles sold worldwide
34
years of operation, in many countries
3
Chinese platforms in one program
6
Olympic versions of the J-Bot mascot
34 years The brand
Ten million cars sold, and social channels stuck on basic posting
JAC is one of China’s largest carmakers. It builds everything from passenger cars to commercial vehicles, combustion and electric, and has sold more than 10 million vehicles worldwide.
At home, its WeChat, RED (Xiaohongshu), and Weibo accounts ran on basic content management. Posts went out, and there wasn’t much of a community around them yet.
The brief was a year of tailored content to make JAC an industry reference and to bring out two values the company holds onto: trust, and the JAC family.
The plan Three pillars
Three pillars, cut to fit each platform
Every piece of content sat on one of three pillars. Our creative team then made short videos and modern visuals in the format each network expects.
The three pillars
- Automotive expertise
- Human-centered storytelling
- Community engagement
The goal was a community that talks back on WeChat, RED, and Weibo.
AI in the loop How AI helped
Where AI fit in the workflow
AI was a working tool in this program, with two jobs.
What it found went straight back into the next round of content, channel by channel.
Personalized content
AI helped us produce versions of each idea tailored to the platform and the people reading it.
Cross-platform analysis
Interaction data from WeChat, RED, and Weibo, read side by side, so we could see what worked where.
- Before
- Basic content management
- After
- Community engagement across three platforms
The peak Olympic J-Bot
The J-Bot series went abroad on its own
For the Olympics we paired AI with a mascot design and made J-Bot in six sporting versions. JAC’s international teams found the assets and posted them on Facebook and Instagram on their own initiative.
Versions
6
Olympic-themed J-Bots
Baseball, basketball, table tennis, archery, martial arts, and rhythmic gymnastics.
Reach abroad
Unprompted
Reposted by JAC’s international teams
On Facebook and Instagram, well outside the Chinese platforms the series was made for.
What carries over Takeaways
When teams abroad repost your China content, it’s working
The J-Bot pickup abroad happened without a brief from us. It’s still the result we point to first.
6
J-Bot versions
One per Olympic sport
3
Chinese platforms
WeChat, RED, and Weibo
2
Platforms abroad
Facebook and Instagram, picked up by JAC teams
What carries over
Give the brand a character
J-Bot changed sport six times and still looked like JAC. That flexibility is hard to get from a logo alone.
Use AI for range
AI made six finished versions of one mascot practical inside an annual program.
Make assets other teams can use
Visuals with almost no text let JAC’s teams abroad repost without a brief or a translation.
Services delivered
- Campaign
- Content
- AI
- Social
About the data: vehicle sales and years of operation are JAC’s own figures. The overseas pickup of the J-Bot series was seen on JAC’s international Facebook and Instagram accounts. This case doesn’t cover budgets or commercial terms.
Let’s talk
Running social for a brand in China all year?
Tell us which platforms you’re on and what isn’t working yet. There’s no bot on our end; a person answers.
