Asia-Pacific Power List 2020: Vivian Wang, iQiyi

Vivian Wang

Chief marketing officer
iQiyi
China

As a founding member of one of China's largest online video sites, Wang has grown with iQiyi’s brand since she joined in 2010 and took up the CMO role in 2013. As technology and tastes change, much of Wang's focus has been to ensure its marketing work is always topical and user experience is fresh and innovative. A recent example is the TV variety show 'Youth With You', where iQiyi partnered with dairy brand Mengniu to sell products to fans wanting to vote for their idol. In another, the video service applied augmented reality and face recognition to mobile audience interactions, allowing people to scan faces on OOH campaigns that link to the webpage of this person. 

Wang understands the need to constantly evolve one's image. As we noted when she joined the ranks of Campaign's Women to Watch in 2017, Wang herself has done everything from guest host a food show to help design a fashion label.  But it's her marketing successes that have really stood out, inventing and implementing a SWS (search-watch-share) video-streaming marketing model that helped maximise iQIYI’s screen-marketing bringing in millions in original internet show sponsorships while generating exponential sales growth for clients. 

While Wang has often discussed how traditional marketing strategy needs to change over time, she notes there is one thing that won't change: the core focus on good content to sustain the brand. While iQiyi believes its core content holds up well against other offerings, its Wang's job in an age of intense competition from Douyin and other new players that iQiyi remains revelant to its young audience and keeps up with the latest trends in its media and campaigns.