Background
Envirotainer's technology enables functional drugs and medicines to reach their patients no matter where they are. However they needed a greater awareness within China of their service in order to drive leads and sales.
The brief
They have a base in Singapore and a small sales team in China but zero presence in the Chinese search engines. Our role at UP was to increase their visibility to Chinese audiences who could use their service. To make things interesting, Envirotainer asked if we could complete the project in just 3 months. We are always UP for a challenge.
The solution
To begin with, UP conducted market research in China by interviewing senior logistics experts to determine how they would find trusted industry information. We also learned what kind of industry specific language needed to be used in order to produce messaging that resonated strongly with our target audience.
The interviews dictated that we should produce a digital campaign in the Chinese press as this would be seen by very influential people from industry leaders to government officials. It would also drive traffic back to the Chinese Envirotainer website.
We partnered with PR Newswire Asia as a trusted source of news with a potential audience of over 8 million. We selected four articles written by UP for the Envirotainer website that were also relevant to the Chinese audience and exemplified key benefits of their service. These articles were translated to Mandarin and submitted to the newswire over a short timeframe to compound the effect each article had on our client’s visibility.
