Renren taps Starcom in rebranding efforts

RENREN   STARCOM   SOCIAL NETWORKING SITE 

Beijing - Renren.com, China's largest student social networking website, has appointed Starcom Beijing as its media agency to handle planning and buying duties for its rebranding campaign.

The Renren Network was formerly known as Xiaonei Network, a Chinese social networking site similar to Facebook and popular among university students in the country. 

Xiaonei claims that it is China's largest online community website with more than 22 million active users and about 40 million users that have registered under their real names. 

In August this year, Xiaonei has officially changed its name to Renren. 

In late October, the social network rolled out its first rebranding campaign called "Qing Xi Ren Ren" aimed at strengthening its brand image as well as to target a broader working demographic. 

A TV campaign has kicked off on CCTV and a mix of other TV stations to reach out to white collar viewers. 

Creative and strategic outdoor executions on bus bodies and metro stations have also gone out and will run until the end of the year. 

In addition to media execution, Starcom Beijing will also conduct research to better understand how to expand Renren's user base and attract non- social network users. 

Puneet Arora, managing director for Starcom Beijing and Shanghai said Renren's vision is to make every Chinese communication more effective, create richer entertainment and develop closer connections.

Saatchi & Saatchi Beijing was appointed creative agency for Renren while OgilvyOne is the portal's digital agency.

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