Last Thursday, IPWS hosted a workshop with Bonnie Ma, a seasoned digital marketing practitioner known for helping brands succeed across China’s major e-commerce and social platforms. With experience spanning Adidas campaigns, Fortune 500 clients, and her own fashion label, Bonnie brought a grounded and practical perspective to the topic of brand storytelling.

The session opened with Bonnie’s own journey of going to Hangzhou and entering the world of Chinese e-commerce. This personal introduction set the tone for the evening and illustrated how every brand begins with an honest story.

Bonnie then walked participants through the evolution of China’s digital landscape – from earlier platforms like 唯品会 to today’s fast-growing social and commerce ecosystems. This overview helped frame how platforms shape the way stories are told and received.

Participants were invited to introduce themselves and share the narratives behind their projects, creating an engaging and supportive atmosphere. Bonnie highlighted that storytelling principles differ across cultures, noting that in China, it’s often more effective to begin with the “Why” behind a project before moving into the details.

Throughout the workshop, Bonnie used real campaigns to illustrate her points. The Adidas example encouraged participants to respond based on feeling rather than analysis, while the Luckin Coffee case showed how consistent storytelling can drive success even through challenges.

The evening wrapped up with a discussion on selecting the most suitable platforms and building a meaningful social presence. From matching content to audience habits to understanding the emotional language of a brand, the session left participants with practical insights and renewed clarity on how to craft a narrative that resonates.