Case Study

William & Son – Bringing the brand to Chinese Consumers

Challenges

  • Limited footfall in store from inbound Chinese
  • Low brand awareness amongst Chinese in the UK

Solutions

Launched a Chinese themed in-store events supported with Social Media Promotion to build William and Son brand awareness and deeper engagements with inbound Chinese customers

William and Son Chinese New Year Cocktail Night.

EC designed and deployed varies tactics to boost the event invitation, included –

Pre event –

  • A bilingual event landing page for RVSP
  • Weibo feed-ad promotion to reach UK based Chinese
  • Collaboration with UK based Weibo key opinion leaders to promote the event
  • Managed the RSVP – EC’s database of high net worth’s in additional to leverage trusted and established Chinese networks

During event –

  • Arranged Calligrapher as an additional Chinese New Year activities for the event guests
  • Onsite management during the event day
  • Event pictures were shared on western and Chinese social media

Results

Offline

  • 90+ high level guests have attended the event, included influential bloggers and press
  • Develop ongoing relationship with high networth individuals to host smaller but more intimate events.

Online

  • 1,000+ growth of William & Son’s Weibo fans growth
  • 480 interactions on Weibo
  • 1,094,000 page views

W&S P5

W&S P4
W&S p1

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