As social media and mobile technology continue to flourish, news consumption is also undergoing dramatic changes. NetEase, one of the oldest news portals, was quickly losing its appeal among younger users. We created the China’s first News super IP ― WSS, as the virtual editor-in-chief of NetEase. The Grass Mud Horse design has a Chinese pronunciation of WTF (“CNM”), which is symbolic of the brands’ determination to challenge news conventions and change youth mindset of news.
-TO CHALLENGE THE SCOPE OF NEWS: Wang San San cooperated with Acfun.com to uncover the youth ACG subculture and become a journalist to sell ACG sweatpants.
-TO CHALLENGE THE TONALITY OF NEWS: Wang San San creates the most joyful bad news, ever, to stop youth from ignoring the important but negative news.
-TO CHALLENGE THE CREATION OF NEWS: To empower the news, socialize and improve social channels’ distribution, Wang San San partnered with several social KOLs to co-create multi-angle social contents and celebrate a happy April Fool’s Day.
-TO CHALLENGE THE INTERACTION OF NEWS: Compared to the traditional perception of news, Wang San San leverages the new tech to create a “EAR-GANISM” news interaction for youth readers.