Story pitching and news-hijacking the Summer Davos to enforce ADP’s industry leadership
tl;dr
- As part of ADP’s China media program, Influence Matters actively seek for high-level opportunities to build executive profile in front of business industry leaders. One recent example showcased our profound story pitching experience and solid media relations.
The Summer WEF 2024 took place in Dalian at the end of June. Jessica Zhang, Senior Vice President of ADP APAC, planned to attend the forum, but there was no speaking opportunity in the official program. Hence there was no plan to engage with media before the trip.
Influence Matters took a proactive and swift approach only two weeks before the conference, and ride on the trendy topic around AI technology, developed a story narrative on how AI technology impact on the workplace based on the assessment of the success of story pitching. The team engaged with top media outlets who had programming plans to give special coverage during the Summer WEF and secured top-tier media interviews for Jessica before the conference started.
The story and interviews successfully capitalized on the opportunity to highlight ADP’s thought leadership on the transformative impact of AI in the workplace. Leveraging insights and data from the People at Work 2024 report, the campaign focused on positioning Jessica as a leading voice in AI-driven human capital management through a dynamic two-stage media strategy that included live interviews and targeted post-event news-hijacking.
The campaign garnered coverage from 5 prominent outlets—CGTN, News Column, Xinhua News, China Daily, and YiCai—resulting in 10 positive exposures across TV, radio, online platforms, and print. The media emphasized ADP’s pioneering role in AI-driven workforce management, enhancing its visibility and reinforcing its commitment to innovation and workforce development.
In the Press.
On social media.
What results look like
