INITSOC breaks borders to turn a new page in digital marketing in China
Since the start of the pandemic, “COVID-19” and “virtual” have become buzzwords in the marketing dictionary. Amid the pandemic, agencies have really gotten down to online work targeting “home customers”.
INITSOC, a team of regional digital marketing experts from Hong Kong, Shanghai and Taiwan, has set its sights far beyond the local market, surfing the digital world to engage mainland customers despite the turbulent times. Thanks to the team’s expertise in leveraging marketing technology, the agency achieved great success during its recent “Hang Lung cross-border live broadcast and online store campaign » with Hang Lung Properties. At this year’s Loyalty and Engagement Awards, the project was recognized by being crowned a gold winner in categories such as Best Use of MarTech and Best Use of Mobile. It also won two silver awards for Best COVID-19 Response and Best Use of Contests/Promotions.
With goals set to boost sales at Hang Lung Properties malls and unleash the potential of customers trapped in mainland China due to travel restrictions, a cross-border online store with live streaming function has been adopted by INITSOC at using state-of-the-art MarTech tools.
Fueled by insights into the development of digitized platforms in China, the agency created a virtual shopping experience with one-stop online shopping functions, enabling the use of WeChat and web with payment gateways cross-border, promotional codes, order status tracking, etc.
To amplify the results, a live broadcast by a Hong Kong-based Chinese KOL was presented to attract cross-border audiences, creating a walk-in shopping experience in Fashion Walk, one of Hang Lung Properties’ malls, with real-time interactions for online viewers. The initiative has reached more than 3.5 million people across the border, driving word-of-mouth and engagement among community groups on social media platforms while driving online sales and by meeting consumer demand in Mainland China. This has forged a strong spirit in the team to further help INITSOC’s customers expand in the territory of mainland China.
Now that COVID-19 is slowly easing in many parts of the world, INITSOC continues to support local and international companies planning to enter the Chinese market, a pivotal market where great potential lies. CEO Carlton Liem shared, “Now we are working with our customers to prepare for post-COVID activities and capitalize on the expected growing demand once the border reopens.