SK Lubricants, a subsidiary of SK Innovation, is captivating Chinese consumers through online communications. Based on various ideas from the members of SK Lubricants, the company began to communicate more closely with consumers by making their own videos and sharing them on Douyin – the Chinese version of Tik Tok, as well as introducing new SK ZIC products live via WeChat.

Tik Tok is an application that enables users to produce and share short, 15-second video clips, and is one of the most popular SNS platforms in the world, with more than one billion downloads in countries outside of China in last year. In China, it is more recognized under the name of ‘Douyin’ (抖音). WeChat is a mobile messenger that offers services in various languages, including Chinese, English, and Korean, with about 500 million monthly users (MAU) in China alone. This means most Chinese smartphone users are using WeChat.

▲ (Left) SK Lubricants’ Douyin official account: SK润滑油 / (Right) SKL’s Work out challenge #sk润滑油百变机油挑战

On May 28, SK Lubricants released a short video titled “Various Transformations and Challenges of Lubricants” through its official Douyin account. Originating from their own ideas, the members of SK Lubricants began brainstorming, planning, starring in, shooting, and editing the video. This video comically portray the members of the group exercising by using SK ZIC products. This video has received a cumulative 18,000 views as of 17 p.m. on June 1, attracting a lot of Douyin users in China.

▲ (Left) Video of SK Lubricants’ ‘Various Transformations and Challenges of Lubricants’ uploaded on TikTok / (Right) A video of a Chinese Douyin user participated in Work out challenge

This is part of SK Lubricants’ A.C.E. (Actionable, Connected, Extensible) initiative, which helps consumers get more familiarized with SK Lubricants products by enabling consumers, as well as social media users in China, to directly participate in making these kinds of videos through events such as the Ice Bucket Challenge, which was recently popular on social media. In the future, SK Lubricants is planning to continuously communicate with consumers by releasing fun and short videos that will encourage Chinese consumers to participate voluntarily through its official Douyin account.

▲SK Lubricants’ live broadcast to introduce products on its official WeChat on May 28

SK Lubricants is also communicating with Chinese consumers and SNS users through WeChat. On May 28, a live broadcast took place on WeChat to introduce SK ZIC’s new products to the store employees, workshop owners, and staff members throughout China, explaining the advanced technology and characteristics of the upgraded SK ZIC PCMO (automotive lubricant), and also featured a Q&A section in real time. The live broadcast attracted up to 660 viewers, resulting in reaching a cumulative 2,200 viewers. SK Lubricants hopes to consistently communicate with Chinese consumers by promoting its key products through live broadcasts.