DONGFENG MOTOR / Brand Strategy & Social Strategy & Creative Direction / 2026

GLOBAL SOCIAL STRATEGY & CREATIVE PROPOSAL

DREAMS, DRIVEN LOCALLY. One global brand. Different people, cultures and ambitions. KUPU developed a global social strategy and creative proposal for Dongfeng Motor, translating “Drive Your Dreams” into stories rooted in local life. Connecting five brand worlds through one shared framework, the proposal brings together brand storytelling, platform-native content and local participation to make a global promise personally meaningful.

KUPU LAB / PROJECT PORTFOLIO

The challenge

GLOBAL CONSISTENCY. LOCAL MEANING. How can one brand speak across markets without telling everyone the same story? Across Dongfeng’s passenger vehicles, commercial vehicles, VOYAH, MHERO and EPICLAND, different audiences bring different expectations—from business reliability and family reassurance to premium experiences and adventure. The challenge was to create a coherent global social framework that gives each brand a distinct role while leaving room for local culture, platform behaviour and human stories.

The idea

TURN LOCAL DREAMS INTO UNEXPECTED STORIES. Our starting point was simple: one brand does not mean one dream. We proposed “Dreams, Driven Locally” as the global social platform, supported by “Expect the Unexpected” as its creative engine. The participation question—“What Drives Your Dream?”—invites people to bring their own ambitions into the brand story. Five differentiated content worlds translate this thinking into possibility, proof, exploration, courage and family protection. A shared workflow connects local listening, creative development, market adaptation, creator participation and paid amplification.

The impact

A FRAMEWORK FOR CONNECTION AND GROWTH. The proposal connects brand strategy with an actionable content and operating framework. Distinct brand roles, recurring creative series, an annual editorial roadmap and clear global-to-local responsibilities provide a foundation for coordinated social activity. Measurement and feedback are built into the process to help future execution learn, adapt and improve. A shared global direction, with space for every market to tell a story of its own.