Li-Ning Renren: Building a Powerhouse Brand Online

Li-Ning Company, one of China’s leading sports brand companies, provides sporting goods including footwear, apparel, equipment and accessories, for professional and leisure purposes. The company endorses a number of athletes and teams, both in China and abroad. Li-Ning launched its RenRen brand page to engage a younger audience while promoting loyalty in its fan base. Renren.com is the most popular Chinese social networking platform (similar to Facebook) among students and young professionals. Ruder Finn developed and launched a customized brand page called 柠檬er (Lemon Seed) which caters to the needs and interests of the target audience, enabling online and offline interaction. has the same pronunciation as “Ning” while er” symbolizes youth and energy and a young and dynamic character. A brand page enables online and offline interaction and features stories on popular sportspersons and teams, special product promotions and discounts and brand activities. Interactive social campaigns encourage sharing short messaging, photo and video uploads and other social media exchanges. 22 interactive campaigns were successfully conducted, strengthening the brand image and fan base. In 10 months, the site became one of the top three official brand pages on renren.com in 2011.