Taking CrimsonLogic’s brand to industry thought leader through CIIE media program!
tl;dr
- CrimsonLogic planned to leverage CIIE to announce its re-branding and elevate its brand image as one of the industry leaders in cross-border trade digital solution in China.
- Influence Matters reworked the brand message and delivered it with media activities, broken down into warm-up, CIIE and post CIIE phases to grow the brand voice.
- Result: 91 articles published, 5 top-tier business and regional newspaper coverage, covered all the target top-tier media,increasing followers to CrimsonLogic’s WeChat account.
CrimsonLogic, a leading provider of cross-border trade digital solutions, participated in the China International Import Expo (CIIE) to announce their refreshed brand and new significant partnerships at the exhibition.
The CIIE is one of the most significant expos in China in recent years, with over 3,400 corporate exhibitors attending in 2023 1. The unparalleled scale of the exhibition has created a hyper-competitive communication landscape, with corporate exhibitors vying for media attention through onsite media activities such as media tours, demos, interviews, etc.
To secure media’s attention and interview engagement and get better exposure amongst top-tier media, our PR team focused on the primary mission of creating a unique voice for CrimsonLogic amidst the noise of the competition.
Influence Matters compiled a three-phase media relations plan for CrimsonLogic around CIIE with the strong purpose of maximizing CIIE to elevate CrimsonLogic’s brand awareness effectively.
The first phase of the plan started a few months ahead of the CIIE, where Influence Matters identified and engaged with targeted media based on our communication strategy and story angles. Through sorting and soft-sounding, Influence Matters identified media contacts and expanded the media relations for CrimsonLogic long before the CIIE, engaging interests from journalists.
Meanwhile, we refreshed key messages and brand stories tied with hot topics and mainstream media editorial plans around CIIE. This approach well-prepared the spokesperson. Also, the team compiled messages for CrimsonLogic to show its commitment and support to China, to cater to media’s appetite and echo with the objective of the CIIE, so as to gain better exposure during the CIIE on the target media. A media dinner was organized during the CIIE to further enhance CrimsonLogic’s media relation with key media.
During the CIIE, Influence Matters helped distribute the re-branding and new partnership announcements through WeChat and target media. By leveraging the well-developed media relations, Influence Matters worked with target media online and on-site, not just pitching press release distribution, but also guiding media to CrimsonLogic’s booth to help CrimsonLogic have more interactions with target media, and therefore helped media produce original content in addition to press releases.
For the messages, Influence Matters incorporated CrimsonLogic’s business objective, China’s major strategy, and the CIIE’s objective to build CrimsonLogic’s image as a reliable and ambitious facilitator for the digitalization of China’s cross-border trade development and the Belt and Road Initiative.
The CIIE media program generated a total of 91 clippings across all media channels, including newspapers, WeChat, websites, and APPs on target media 1. Five articles were published in top-tier target media, including International Business Daily, China Trade News, and Shenzhen Special Zone Daily.
Additionally, through our on-site efforts, three targeted regional media, including Guangxi Daily, Guangxi TV, and Shenzhen Special Zone Daily, visited and were introduced to CrimsonLogic’s booth.
During and after the CIIE, CrimsonLogic’s official WeChat account gained a significant increase in new followers, attributed to the wide media exposure.
In the Press.
On social media.
What results look like
