Successful Campaign Research Articles

Yritysten joukkorahoituskutsut genrehybrideinä koronapandemian ja Ukrainan sodan aikana

Crowdfunding campaigns are a form of digital fundraising in which anyone can participate as a supporter (backer). The central genre of crowdfunding is campaign call, that is, a fundraising-oriented pitch published on a crowdfunding platform. This study focuses on crowdfunding campaign calls in times of two world-wide crises: Ukrainian war and Covid pandemic. The aim of the study is to find out what kinds of hybrid genres crisis-contextualized crowdfunding campaign calls are. The material of the study consists of 67 successful business-oriented campaign calls, 27 of which are from Ukrainian companies fundraising on Kickstarter during the Ukrainian war, while 20 Mesenaatti campaign calls belong to Finnish and 20 Indiegogo calls mainly to U.S. companies suffering from the Covid pandemic. The study utilizes Rhetorical Genre Studies (RGS) and approaches crowdfunding campaign calls as mixtures or combinations of characteristics from several genres. The study discusses the five most typical genres found in the data: 1) entrepreneurial narrative, 2) advertisement, 3) conditions of contract and delivery, 4) project plan, and 5) political statement. The results indicate that in times of societal crises, crowdfunding campaign calls mix emotion-evoking storytelling and political stance-taking with more rational types, such as product information (a type of advertising) and project plan.

The assessment of the social and economic impacts of public health interventions based on the statistical learning

This study explores the social and economic impacts of public health interventions against the backdrop of the COVID-19 pandemic. The emergence of the pandemic has highlighted the critical importance of effective public health measures in safeguarding societys well-being. With a focus on statistical learning techniques, this research examines the effects of interventions such as vaccination programs, tobacco regulations, and obesity reduction initiatives. Through a comprehensive literature review and data analysis of childhood vaccination programs in the United States, the study reveals significant benefits in terms of disease prevention, improved health outcomes, and reduced healthcare costs. The case study of San Francisco further demonstrates the success of vaccination campaigns in controlling preventable diseases. Based on these findings, policy recommendations are provided, emphasizing the integration of multiple intervention approaches, the prioritization of vulnerable populations, and the implementation of awareness campaigns and educational programs.

The reward crowdfunding campaign management process: an engagement perspective

PurposeCrowdfunding is an increasingly popular channel for project fundraising for entrepreneurial ventures. Such efforts require fundraisers to develop and manage a crowdfunding campaign over a period of time and several stages. Thus, the authors aim to identify the stages fundraisers go through in their crowdfunding campaign process and how their engagement evolves throughout this process.Design/methodology/approachFollowing a multiple case study research design analysing six successful campaigns, the current study suggests a taxonomy of stages the fundraisers go through in their crowdfunding campaign management process while identifying the types of engagement displayed and their relative intensity at each of these stages.FindingsThe study proposes a five-stage process framework (pre-launch, launch, mid-campaign, conclusion and post-campaign), accompanied by a series of propositions outlining the relative intensity of different types of engagement throughout this process. The authors show that engagement levels appear with high intensity at pre-launch, and to a lesser degree also at the post-launch stage while showing low intensity at the stages in between them. More specifically, cognitive and behavioural engagement are most prominent at the pre- and post-launch stages. Emotional engagement is highest during the launch, mid-launch and conclusion stages. And social engagement maintains moderate levels of intensity throughout the process.Originality/valueThis study focuses on the campaign process using engagement theory, thus identifying the differing engagement patterns throughout the dynamic crowdfunding campaign management process, not just in one part.

Maritime international trade and bioinvasions: A three‐year long survey of small mammals in Autonomous Port of Cotonou, Benin

Abstract International trade has been favouring the dissemination of a wide suite of invasive alien species. Upstream prevention through the monitoring of entry points is identified as an appropriate strategy to achieve control of bioinvasions and their consequences. Maritime transportation has been responsible for the introduction worldwide of exotic rodents that are major pests for crops and food stocks as well as reservoirs of many zoonotic pathogens. In order to limit further dissemination, the International Health Regulation constrains decisions makers and socio‐economic stakeholders to manage ship‐mediated import/export of rodents within seaports. Unfortunately, eco‐evolutionary insights into rodent introduction events that could guide preventive actions in seaports are very scarce. In order to bridge this gap, we here describe the results of a 3 year‐long survey of small mammals conducted in the Port of Cotonou, Benin. Our aim was to assess the spatiotemporal distribution, diversity and relative abundance of invasive and native rodents. 960 small mammal individuals were captured in nine within‐seaport sites. We found (i) a marked predominance of invasive species (84% of the individuals belonging to Mus musculus, Rattus rattus, R. norvegicus), (ii) with native species (i.e. Mastomys natalensis and the shrew Crocidura olivieri) essentially restricted to peripheral non‐industrial areas, as well as (iii) a fine‐scale spatial segregation stable over time between the invasive Norway rats and house mice on the one hand, and the black rats and shrews on the other hand. Furthermore, trapping before and after two successive rodent control campaigns indicates that they were ineffective and that subsequent rodent recolonisation occurred 6–12 months following intervention. Synthesis and applications. Our results are discussed in terms of ecological processes at play (e.g. interspecific interactions) and operational recommendations (e.g. assessment of proper eradication units, environmental modifications).

'I'm Real, Not You': Roles and Discourses of Trans Exclusionary Women's and Feminist Movements in Anti-gender and Right-wing Populist Politics

This article offers a comparative inquiry concerning the rise in visibility, relevance, and power of trans exclusionary women’s and feminist movements in Canada and the United Kingdom (UK) between 2015 and 2022.  It focuses on two case studies concerning trans rights: the successful campaign for Bill C-16 in Canada, and failed reform of the Gender Recognition Act 2004 in the UK. In both cases, key streams within trans exclusionary women’s and feminist movements increasingly engage in collaborative action with right-wing populist-centered anti-gender coalitions, which include right-wing religious, conservative, and right-wing extremist actors, from approximately 2016. It argues that a key role of women’s and feminist actors in these coalitions is to help legitimize, amplify, and give meaning to anti-gender and right-wing populist appeals and, therein, the politics of exclusion they promote. This occurs in part, it is argued, through symbolic appeals concerning authenticity and the non-materiality of trans lives; the promotion of narratives concerning conflicts in rights; and the provision of strong imagery, narrative, and emotional appeals concerning threat. These broad developments have had various important effects. In the UK, the combination of so-called ‘radical’ as well as ‘traditional’ actors within anti-gender coalitions, has been critical in challenging progress towards trans and broader (Lesbian, Gay, Bi, Trans, Intersex, and Queer) LGBTIQ+ rights. In Canada, although anti-gender movements have enjoyed less policy success during this period, women’s and feminist actors have helped popularize and provide legitimacy to wider coalitions. 

Identification of challenging gas-bearing reservoir based on machine learning (ML) and computed conversion-based AVO analysis: a study from Jaisalmer Sub-basin, India

Amplitude variation with offset (AVO) analysis is an important tool for identifying natural gas-bearing reservoirs. The changes in seismic amplitudes based on the variation of density and velocity of the rock matrix are captured through the AVO analysis. The current work was performed in the Ghotaru region of the Jaisalmer Sub-basin area, where limited and discrete hydrocarbon discoveries were observed from the Lower Goru Formation during the earlier various exploration campaigns. The discrete nature of the reservoir lithofacies developed challenging scenarios for the successful exploratory campaign. The campaign encountered more difficulties because of limited advanced datasets, which affected the study to capture the extension of hydrocarbon-bearing reservoir lithofacies and its characterization towards a successful exploration campaign. This study shows the way to overcome these challenges using an existing conventional dataset. The study shows the possibility of AVO analysis using a post-stack seismic dataset. A unique conversion method from post-stack to pre-stack seismic is introduced in this study based on the uses of the integrated velocity model. An integrated, robust velocity model was developed with consideration of anisotropy factors. Introducing a machine learning-based algorithm in the petrophysical study, including the conventional approach, provides a robust validation of this work. Intercept (A) and gradient (B) are the basic outcome of AVO analysis. The well-based study and AVO analysis based on intercept (A) and gradient (B) complement each other for finding hydrocarbon-bearing reservoir rock. Cross-plots and AVO analysis show the reservoir's lithofacies extension and fluids. The study reveals the potential of natural gas retained in the Lower Goru Formation, which is composed of patchy sandstone. Two AVO classes (Class I and Class III) of gas-bearing sandstone have been identified in this study. This study presents a unique method for identifying natural gas reservoirs with limited old conventional data.

What determines mpox vaccination uptake? Assessing the effect of intent-to-vaccinate versus other determinants among men who have sex with men

BackgroundIn response to the mpox outbreak, vaccination was offered in the Netherlands to men who have sex with men (MSM) at increased risk for mpox. Successful vaccination campaigns are leveraged by high intent-to-vaccinate, yet intent might not always lead to uptake. Therefore, we assessed the impact of intent-to-vaccinate and other factors on vaccination uptake among participants of the Amsterdam Cohort Studies (ACS). MethodIn July 2022, prior to the mpox vaccination campaign, we distributed an online survey regarding mpox intent-to-vaccinate, as well as e.g. beliefs, attitude, subjective norms, and perception of risk among ACS participants (all MSM). Vaccination uptake was self-reported during study visits after August 2022. The association between vaccination intent and uptake, and determinants of intent, was jointly assessed using a structural equation model (SEM) based on components of the Theory of Planned Behavior (TPB). In a second SEM, determinants of intent were allowed to have a direct effect on vaccination uptake. Results492 MSM (median age = 46 years) were included in analyses. 380 (77%) had high intent-to-vaccinate and 238 (48%) received at least one vaccine dose. In the first model with a direct relation between intent and uptake only, TBP components predicted intent as expected, and high intent-to-vaccinate was significantly associated with getting vaccinated (β = 1.1, 95%CI = 0.6–1.5). However, 175/380 (46%) participants with high intent-to-vaccinate did not get vaccinated. The second model had an improved model fit compared to the first model. The effect of intent on uptake was non-significant, and only perceiving to be at higher risk of infection significantly increased vaccination uptake later on (β = 0.42, 95%CI = 0.26–0.59). Having a steady relationship decreased the probability of vaccination (β = -0.59, 95%CI = -1.0- −0.18). ConclusionsWhile intent-to-vaccinate for mpox was high among MSM, high intent did not necessarily result in vaccine uptake. Mpox risk perception might have played a more pivotal role in getting vaccinated, which may be related to the evolution of vaccination eligibility criteria and accessibility to the vaccine.

The future of marketing: How cultural understanding contributes to the success of brand positioning and campaigns

The digital revolution has reshaped marketing, requiring brands to embed themselves in the cultural fabric to build trust and loyalty. This paper equips readers with actionable knowledge and skills to excel in this paradigm shift. The paper explores how cultural understanding can drive the success of brand positioning and campaigns in an ever-changing world. This exploration uncovers the convergence of innovation, creativity and data in crafting a new era of marketing where imagination knows no bounds. Key takeaways include: (1) Understanding cultural relevance: Culture is a driving force influencing consumer behaviour and perceptions. Brands must grasp cultural nuances to connect with diverse audiences authentically. This involves adapting products, messaging and values to resonate with specific cultural contexts. (2) Harnessing Big Data: Employing advanced analytics tools and techniques allows marketers to target effectively, create data-driven strategies, and gain insights into consumer behaviour. The combination of surveys, social media listening and data mining reveals valuable patterns and trends. (3) Omni-channel journeys: To remain relevant, brands must deliver a seamless customer experience across various channels — online and offline. Omni-channel marketing ensures consistent messaging and personalised interactions, enhancing customer engagement and loyalty. (4) The impact of influencer marketing: The rise of influencers has democratised influence, reshaping how brands connect with consumers. Leveraging influencer partnerships and user-generated content helps build cultural relevance and authenticity, resonating with consumers. (5) Redefining partnerships: Collaborations with like-minded partners across sports, music, influencers, and more, amplify brand relevance. Partnerships should align with brand values, resonate with consumers, and deliver against business objectives. The paper underscores the need for culture-centric approaches, emphasising genuine connections, active participation and meaningful brand purpose. By embracing cultural understanding, harnessing data-driven strategies, adopting omni-channel tactics, leveraging influencers and redefining partnerships, marketers can navigate the evolving landscape and thrive in the future of marketing.

Public Awareness on Oral Cancer: A Population- Based Study in Asturias.

Through awareness campaigns, we can change the patient's abilities to detect oral cancer at an early stage and their ability to seek help. To focus these campaigns, we need to know the level of knowledge of the population and its interest in learning about this disease. The aim of this study was to assess the level of oral cancer awareness in Asturias and the interest of the population in learning about this pathology. A representative community-based survey was carried out online using Google Forms®. Responses were transferred to a Microsoft Excel and analysed using the R-program. The relationship between two qualitative variables was studied using Pearson's Chi-square test or Fisher's test. Univariate and multivariate logistic regression models were used to determine which factors are associated with knowledge of oral cancer. We found that those having over 50 years and being health professionals are more likely to know about the existence of oral cancer. Almost 85.1% of participants mentioned tobacco as a risk factor, only 39.8% identified alcohol. The ulcer was the most frequently recognized alarm sign (70.6%). The primary care physician was chosen as the first option for consultation by the 56.5% of the sample. Only 12.4% of the participants reported knowing how to self-examine their mouth. The number of views of a video of how-to self-inspection oral cavity displayed at the end of the questionnaire increased in a 39.38% during our study period. This survey showed a worrying lack of awareness and knowledge about oral cancer among the population of Asturias, especially among those under 50 years old. The interest shown in increasing their knowledge, give us hope in the success of future awareness campaigns.

Branding a Nation: A Case Study on South Africa, Social Media, and the 2010 FIFA World Cup

In 2004, South Africa was awarded the opportunity to host the 2010 FIFA World Cup. The opportunity to reshape their national identity in the spotlight of the World Cup came at a particularly useful time for South Africa. Despite the country’s seemingly miraculous transition from apartheid to democracy—a transition lauded around the world—the country’s reputation was soon dragged down by concerns about crime, unemployment, and a rising rate of HIV infections. Although a number of scholars have looked at the long- and short-term effects of South Africa’s effort at creating a national identity during the 2010 FIFA World Cup, questions of process remain to be explored. What rhetorical strategies were employed to build this national image? What role did developing social media platforms play in the World Cup campaign? What were the communication tactics that led to a successful World Cup campaign? Using the theory of dialectical vernacular, I argue that South Africa was able to use the stage and emotional setting of the World Cup, in combination with a unique moment in time in branding and social media, to cultivate and deploy user-generated content to create a sense of authenticity that successfully sold a positive image of South Africa to the world. Essentially, South Africa was able to take digital material that was submitted by citizens around the country, and around the world, and use it to build a campaign that was vernacular, transnational, and embodied in nature. This allowed them to manufacture a national identity that effectively (at least in the short term) redirected conversations away from the more complicated issues affecting the country to, instead, showcase South Africa as a successful democratic nation.

Leveraging decision-making AI within marketing operations transformation

Artificial intelligence (AI) digital marketing assists marketing executives in the analysis of targeted audiences and personalising service offerings to customers. The use of data metrics and advanced predictive analytics helps to build efficiently a holistic understanding of targeted customer leads as well as aiding businesses, regardless of size, to run successful digital campaigns focused on targeted audience groups. This paper explores the foundation of targeted AI approaches and areas of potential integration. There is ever-increased opportunity to improve upon digital marketing transformation, being mindful of tailoring an overall strategic approach to speak to business and stakeholder needs as well as in how best to syndicate with multiple discipline teams.

Reinterpreting the Historical Memory of the Black Peril in South Africa

Abstract This article employs a critical Black Atlantic frame to re-examine, re-evaluate and reinterpret the historical memory of the Black Peril in South Africa. It exposes the Black Peril as a wide-ranging racist discourse that demonised Black men as potential rapists of white women. This racist narrative was vehemently expressed in early twentieth-century South Africa. A key finding of this work is that the Black Peril was a highly successful racist campaign because it not only led to the criminalisation of interracial sex between Black men and white women but was also used to justify racist laws that had far-reaching effects on social relations in the broader society – eventually yielding a white supremacist state (apartheid) – which proceeded to use the Black Peril discourse to mobilise an aggressive racialisation process for both whites and Blacks.

The Roman Destruction of the Second Temple in Jerusalem: An Intercultural Conflict between Pietas and Politics

Intercultural encounters in modern and ancient times carry the potential for conflict and it can be assumed that the mechanisms that lead to hostilities between different ethnic or cultural groups follow similar patterns. In the long history of ancient Rome conflicts based on religious differences were, in contrast to current times, the exception. It seems that one of those cases was the Jewish rebellion in 66-73 CE which resulted among others in the destruction of the Second Temple in Jerusalem and the diaspora of Jews across the Mediterranean. The available sources on the conflict are contradictory. On one side they suggest that the Romans respected the religious feelings and traditions of the Jews but on the other side, after the defeat of the rebels, the temple and the city walls were razed. In the triumphal procession to celebrate the successful campaign, sacred objects of the Jews were presented as spoils of war.
 The present article aims to explore which of both perspectives is more representative of the ancient reality and what constituted the underlying patterns of the conflict. In order to analyse the available information, insights from the psychology of cross-cultural encounters are applied. It is being argued that the combination of the interpretatio Romana, the translation of foreign deities to the pantheon of Roman gods and goddesses, with the concept of pietas, the dutiful devotion to those gods, was a foundation that prevented for the most part conflicts based on religious differences in the ethnically and culturally heterogeneous Roman Empire. However, Roman and Jewish society and culture can be understood as antithetical concepts with almost no cultural links. In this fundamental state of opposition small and rather irrelevant events can contribute to the occurrence of conflicts that may be, due to the lack of commonalities between both groups, difficult to solve.

Influence of Yellow Card Campaigns on Knowledge , Attitude and Practices of Selected Social Media Subscribers in Ondo State

This study utilises a survey approach to explore the impact of yellow card campaigns on the awareness, attitudes, and practises of selected social media users in Ondo State. The theoretical framework is grounded in agenda setting and technological determin ism theories. A survey method employing a questionnaire was employed, targeting 392 subscribers of Ondo's First Lady, Betty Anyanwu Akeredolu, across Facebook and Twitter. Through statistical analysis, the results reveal the Yellow Card Campaign's success in creating extensive awareness among social media users, with 70% actively engaging with campaign materials on Betty's social media platforms. The campaign's efficacy in promoting a proactive stance against sex and gender based violence (SGBV) is acknowle dged by 58% of respondents, highlighting its effectiveness in conveying the core message. However, the study unveils a concerning reality, as 33.3% of respondents admit to experiencing sexual violations, underscoring a prevalent issue of SGBV in Ondo State . Notably, more than three quarters (77.3%) of those who reported being sexually violated chose to report the incidents to a nearby police station. Some victims hesitate to report incidents due to stigmatisation and fear, underscoring the imperative for ro bust support systems. The findings indicate a significant link between the initiation of the Yellow Card campaign and an increased likelihood of individuals reporting instances of sexual violation. In conclusion, the study posits that soci al media has play ed a pivotal role in the success of the Yellow Card Campaign against SGBV in Ondo State. The strategic utilization of social media as a primary tool for awareness creation, coupled with offline efforts, has proven highly effective.

Managing Seasonal Vaccination Campaigns: a Comprehensive Critical Review

Seasonal vaccination campaigns are critical for controlling outbreaks of infectious diseases such as influenza and pneumonia. This comprehensive critical review examines the strategies, challenges, and best practices in managing these campaigns. The review explores the entire process, from planning and preparation to implementation and evaluation, highlighting the importance of effective stakeholder engagement, supply chain management, and public awareness. Innovative solutions to common challenges, such as vaccine hesitancy and logistical constraints, are discussed. Detailed case studies of successful campaigns provide practical insights and lessons learned. Emerging trends and technologies, including digital health tools and new vaccine formulations, are also explored. The findings emphasize the need for continuous improvement through robust monitoring and evaluation mechanisms. This review offers valuable recommendations for policymakers and healthcare practitioners to enhance the effectiveness of seasonal vaccination campaigns, ultimately contributing to improved public health outcomes.

The Effect of Multicultural Marketing on International Product Placement

The efficiency of foreign product placement is investigated, along with the role that multicultural marketing methods play. As globalization continues to influence purchasing habits, businesses are looking for new methods to reach a multicultural customer base. Advertising and promotions in multicultural marketing are catered to different ethnic groups so that they are more likely to connect with and purchase from the brand. This study digs into the increasing value of product placement as a central advertising strategy for inserting items into material consumed by people of different cultural backgrounds. Marketers want to increase brand identification, memory, and sales by product placement in media that is popular with customers of different cultural backgrounds. The research takes a mixed-methods strategy, delving into both qualitative and quantitative data (surveys, consumer behavior research) to better understand the factors that contribute to the success of multicultural product placement campaigns. It explores how product placement is received and how successful it is in different countries and among different cultural groups by considering the impact of cultural context. In addition, the study delves at methods through which companies may successfully integrate products across cultural boundaries while avoiding offending locals. Culturally appropriate product placement has been shown to greatly increase brand exposure and customer interaction in a variety of countries. A deeper emotional connection is made with customers, building trust and loyalty, when product placement is handled with cultural sensitivity and authenticity. Mistakes in cultural sensitivity may damage brand reputation and sales. Marketers now have a road map for maximizing the potential of multicultural marketing for cross-cultural product placement success, which advances the disciplines of international marketing, cultural communication, and product placement methods. Companies may harness the potential of diversity and inclusion in their global marketing efforts by better understanding the complex interplay between culture and product placement.

A hybrid machine learning-optimization framework for modeling supply chain competitive pricing problem under social network advertising

Designing a system to improve the performance of the supply chain by linking pricing and advertising will bring significant benefits to the supply chain components. Due to the expansion of customers’ activities in social networks and society’s greater interest in obtaining information from this space, companies have changed their marketing methods. Organizations have turned to influencer marketing for advertising to take advantage of social networks’ potential. Despite the recent growth of influencer marketing, the issue of optimal identification and appropriate spending based on the characteristics of influencers to convey a company message or advertisement has not been carefully studied in the academic literature, nor has it been addressed in practice. Therefore, in this paper, a hybrid framework of machine learning and optimization is developed to help organizations (i) conduct successful and optimal marketing campaigns by selecting the best influencers and (ii) examine the effectiveness of advertising on the pricing of products in the supply chain. The framework designed in this study is validated using data extracted from the Instagram platform. The results demonstrate that businesses should adopt novel approaches to get the maximum benefit from advertisements on social media, which depends on a more accurate selection of influential users. Contrary to previous works, our results demonstrate that choosing influencers based on their influence network will not necessarily bring the expected efficiency for businesses.

From Crowdfunding to Crowd Mobilization: The Impact of Digital Philanthropy on Grassroots Organizations and Local Politics in China

Abstract The recent emergence of online crowdfunding campaigns has transformed the charitable landscape in China. This paper examines the participation of one county-level grassroots nonprofit organization (SW) in Tencent's 99 Giving Day to reveal a paradox of organizational success in online crowdfunding, namely that local nonprofits have to wage corresponding offline campaigns with the support of the local government, and thus must co-evolve with local politics. While the online charitable campaign played a crucial role in the founding and professionalization of SW, the successful campaign was soon co-opted by the local government as a source of welfare soft-budgeting and performance management. To ensure the ongoing success of the three-day campaign, the online crowdfunding was transformed into a large-scale offline mobilization. We find that although crowdfunding creates new opportunities for rural grassroots organizations, these organizations must balance dual pressures from both the platform and the local government to successfully crowdfund online.

DPMS: Data-Driven Promotional Management System of Universities Using Deep Learning on Social Media

SocialMedia Marketing (SMM) has become a mainstream promotional scheme. Almost every business promotes itself through social media, and an educational institution is no different. The users’ responses to social media posts are crucial to a successful promotional campaign. An adverse reaction leaves a long-term negative impact on the audience, and the conversion rate falls. This is why selecting the content to share on social media is one of the most effective decisions behind the success of a campaign. This paper proposes a Data-Driven Promotional Management System (DPMS) for universities to guide the selection of appropriate content to promote on social media, which is more likely to obtain positive user reactions. The main objective of DPMS is to make effective decisions for Social Media Marketing (SMM). The novel DPMS uses a well-engineered and optimized BiLSTM network, classifying users’ sentiments about different university divisions, with a stunning accuracy of 98.66%. The average precision, recall, specificity, and F1-score of the DPMS are 98.12%, 98.24%, 99.39%, and 98.18%, respectively. This innovative Promotional Management System (PMS) increases the positive impression by 68.75%, reduces the adverse reaction by 31.25%, and increases the conversion rate by 18%. In a nutshell, the proposed DPMS is the first promotional management system for universities. It demonstrates significant potential for improving the brand value of universities and for increasing the intake rate.

Using the 4Ps Theory and SWOT to Analyze the Lululemon Marketing Phenomenon

A successful marketing campaign is about building a large marketing network and using the brand culture and putting the product into the consumer's consciousness through marketing. Lululemon's success in the highly competitive sportswear market is due to its unique products and excellent marketing. By analyzing Lululemon's 20 years of experience in community marketing, this article attempts to provide a guideline for start-up brands trying to build a community. This essay is based on a literature analysis using SWOT and 4P analysis on whether Lululemon should enter the Chinese market and the brand marketing strategy of Lululemon in the Chinese market. The results show that entering the Chinese market can bring huge benefits to Lululemon, which has adopted brand marketing strategies such as DTC (direct to consumer) and KOL (key opinion leader) in China. Lululemon also has some significant issues, such as quality control. It is suggested that Lululemon could establish a good relationship with the manufacturer or vertical merger backwards to have greater control over the production chain.