Building a brand presence from Zero to One

In the 2020-2021 Global Diamond Industry report by Bain, it stated that China’s jewelry industry will continue to grow and is expected to contribute to 10% – 20% growth in the global jewelry market. Additionally, a study conducted by Bain & Company and Tmall Luxury Division in 2020 estimated that China’s luxury market is expected to grow by 48%, reaching over 34M RMB in market size. Despite the pandemic slowing down the industry in early 2020, 11.11 (double eleven) e-Commerce campaign in China rose to 20% in 2020, marking 11% growth from the previous year.

This created prospects and opportunities for Everledger, an independent technology company helping businesses surface and converge asset information, using a symphony of secure technologies, including blockchain, AI, intelligent labeling & IoT, which was building their presence in China has successfully developed partnerships with eCommerce and luxury brands.

With little to no experience in PR & Communication in China, Everledger needed professional assistance to develop communication plans and strategy in building brand awareness, and engagements with their target audience, key stakeholders/decision-makers, talents, investors, and top-tier technology media in China.

Influence Matters developed a media and social media strategy that would leverage partnerships and announcements with well-known brands including JD.com and Alexander McQueen to attract top-level editors and influencers’ interest, positioning Everledger as the leader in digital transparency and trust technology solutions.

Influence Matters started its engagement with Everledger by taking over their WeChat account and developing a content strategy connecting directly to luxury brands and merchants in China as the ideal partner to offer complete supply chain transparency to their customers.

The interest in Everledger grew so fast that the program was extended to help Everledger develop a communication strategy including media relations with key target business, technology, and vertical outlets, and an increased emphasis on connecting directly with decision-makers in the luxury and high-value goods industry on social, with an active Zhihu presence, following very closely the business stakeholder map designed by the Influence Matters and Everledger teams.

The content strategy on Everledger’s WeChat official account delivered over 3.2K views and generated a 200% increase in followers in 2020. The Zhihu account became a leading page in the topics of blockchain traceability for high-value goods as well as its use in key vertical industries including diamond, luxury red wines, and high-end spirits.

The media strategy, highlighted by a major announcement announcing a groundbreaking partnership between Everledger, the Gemological Institute of America, and JD.com, put Everledger front and center on over 40 key technology media.