Building thought leadership for a online payment fraud prevention platform in China

Riskified is a provider of payment risk control solutions for online merchants worldwide, creating a payment risk control platform to develop automated risk prevention and management solutions, ensuring the security and frictionless nature of online transactions. In 2020, Riskified entered the Chinese market with the aim of assisting more Chinese cross-border merchants in enhancing their payment risk control capabilities and cross-border payment experiences, reducing losses caused by payment fraud, and maximizing cross-border revenue.

Riskified aims to establish the following awareness in China: Cross-border merchants need to invest in automation and identity intelligence solutions to help quickly identify and address instances of fraud and policy abuse. Riskified leverages machine learning technology and a team of professional risk control auditors, in conjunction with finely-tuned historical data from over one billion global e-commerce transactions, to create an artificial intelligence fraud management engine. This engine can identify trusted users in real-time with accuracy, while simultaneously providing a smooth payment experience, increasing user order conversion rates, improving the approval rate for legitimate orders, and avoiding revenue losses caused by erroneous rejections. For customers covered by the chargeback guarantee, any fraudulent activities such as chargebacks on orders approved by Riskified will be fully covered by Riskified. These are the capabilities and advantages that set Riskified apart from other service providers.

Influence Matters team seized a timely and compelling opportunity – the visit of Riskified’s CEO to China – and devised a plan that included organizing one exclusive media interview and one media group interview. The goal was to effectively and comprehensively communicate Riskified’s brand message and establish awareness among both international merchants and the general public.

We extended invitations to a top-tier Chinese financial media outlet, with a primary readership consisting of corporate executives, to facilitate an in-depth conversation with the CEO. This interview focused on the fraud risks that Chinese merchants might encounter during their international expansion, conveying Riskified’s insights into the current risk landscape and development trends. Furthermore, we analyzed how merchants can maximize their benefits from risk management investments, considering both operational and financial perspectives. From a branding perspective, we aimed to establish a strong brand leadership.

To offer a broader perspective on Riskified’s capabilities and competitive advantages, we also extended invitations to a diverse array of media outlets, including those catering to the general public, technology, central media, and finance sectors, to participate in the group interview. This approach allowed us to create connections with the target audience from various storytelling angles, effectively delivering the brand’s message.

Following the interviews, Riskified received extensive coverage and in-depth reporting from the media, effectively spreading its brand messages and image. The deployment of an automated payment risk control engine highlights its crucial importance for international e-commerce merchants. The company also secured prominent placement in top-tier financial media outlets such as China Business News and Economic Daily. The coverage in these media outlets was further amplified as it was automatically picked up and republished by other media channels.