Case Study

Firstly, we conducted one-on-one interviews with ARB headquarters personnel to conduct in-depth research on brand strategic initiatives, analyzing the brand situation comprehensively from brand to product to sales network. Subsequently, we conducted a comprehensive analysis of market practices of competitors, based on key insights from earlier phases, and clearly defined the online marketing strategy for the ARB brand in China. This strategy was chosen based on market objectives and budget considerations, selecting the optimal platform for brand localization.
 

In the first year, leveraging the usage habits of Chinese users, we positioned social media (WeChat) as the primary promotional platform:

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• Functionality: We transformed WeChat into a mobile version of a compact website, encompassing all functionalities such as brand pages, product pages, purchase channel pages, and support center (catalog downloads, service support, collaboration support).

• Content: We collaboratively developed a content marketing plan with the headquarters, aligning with brand tone and catering to Chinese market habits. Content themes covered brand introductions, product presentations, industry news, current events, and engaging shares on various topics.​

• Design: Adhering to the brand tone and WeChat platform style, we optimized original materials through a second round of enhancements and employed dynamic layout designs with a focus on highlighting the high-end characteristics of the brand.​

• Effect Management: We aggregated data from all WeChat platform pages, including menu click rates, article reading counts, article like rates, follower engagement, and article publishing times. Monthly optimizations were made to the content, accompanied by new suggestions to promote the next phase of development.