Localizing in a Chinese market
We developed a localization strategy for both AGV and Dainese to better position both brands in the Chinese market.
Research and social listening for our target audience
We conducted a deep dive into consumer sentiment about the brands from research and social listening. Our strategy focused on how the brands should speak and look in the Chinese market, as well as what media were most relevant to reach our target audience. We then executed social media activities on WeChat and Weibo and launched paid media campaigns that included digital advertising, KOL promotion, and online PR. Each month we analyzed key performance indicators (KPI): Baidu organic searches, WeChat reads, Weibo interactions, and website visits on the official e-commerce page.
Campaigns across digital channels
We developed a localization strategy for both AGV and Dainese to better enter the Chinese market. We performed an in-depth analysis of the brands’ current presence in China, including social listening and in-country research, to determine how best to speak and look in the Chinese market as well as which channels and media were most relevant to reach our target audience. We then carried out social media activities on WeChat and Weibo, as well as paid advertising campaigns across digital channels including, WeChat Moments, Weibo feeds and online PR placements. Every month we tracked key metrics such as organic search results on Baidu, number of reads on WeChat, interactions with posts on Weibo and e-commerce page visits.