iQIYI CMO Vivian Wang Named as One of Asia-Pacific’s 50 Most Influential Marketers
iQIYI, an innovative market-leading online Chinese entertainment service company, is pleased to announce that Vivian Wang, the Company’s Chief Marketing Officer and President of its New Consumer Business Group, has been included in Campaign Asia’s 2020 Asia-Pacific Power List, which recognizes Asia-Pacific’s 50 most influential and purposeful marketers, for her achievements and iQIYI’s continued success in entertainment marketing under her leadership.
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As a pioneer in entertainment marketing, Wang has been instrumental in driving a diversified marketing model featuring entertainment content blended with marketing campaigns, creating valuable and meaningful communication between brands and their customers. As young people’s consumption patterns have diversified, demand for deeper integration in marketing has also increased. In 2019, Wang spearheaded the consolidation of iQIYI’s ad sales unit, IP value-added business unit and electronic commerce business unit into the New Consumer Business Group and promulgated the “new consumption value network”, an innovative marketing model that covers B-end consumption and C-end consumption to help advertisers connect businesses with consumers. She also oversaw the implementation of the co-production content marketing model and variety show marketing model for iQIYI’s hit shows such as Youth With You Season 2 and FOURTRY, delivering creative and effective returns on investment for advertisers. For instance, trainees of Youth With You Season 2 collaborated with Li Jiaqi, China’s top beauty influencer and livestreamer with over 16.76 million followers on the social media, to sell products on the popular livestreaming channel. For FOURTRY, Wang successfully applied an online and offline integrated marketing model to the show, enabling viewers to buy “FOURTRY” themed clothing and accessories online or at a pop-up store in Shanghai. In addition, she created Zeal Beauty, iQIYI’s new makeup social application, in aim to incubate and create beauty brands and products that young people like. This series of innovations has resonated strongly with the values of users, helped create entirely new possibilities for consumption and shape the consumption trends of young audiences.
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Furthermore, Wang has stood out at the forefront of the industry by developing innovative marketing models such as the new consumption ecosystem value network. In addition, she has developed and overseen the launch of new diversified business models including IP derivatives, O2O events and entertainment agencies.
Commenting on her inclusion into the 2020 Power List, Campaign Asia said that Wang, a seasoned entertainment marketing expert, and iQIYI are having a sustained, positive and stimulating impact on young consumers through meaningful content, events and marketing campaigns.
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