International PR & Marketing Consultant
Research & Planning
With our previous experience working on the British Council Science Festival, we had a solid foundation to build upon. We drew inspiration from major global festivals, bringing innovative and fresh ideas.
Our strategy included:
-
Global Inspiration:
-
Studied successful international festivals to identify best practices and innovative ideas.
-
-
Multi-Pronged Approach:
-
Developed a comprehensive strategy that covered pre-event, on-site, and post-event phases to ensure continuous engagement.
-
-
Pre-Event Strategy:
-
Created content to generate early interest and anticipation.
-
Launched targeted campaigns to reach and engage the target audience effectively.
-
-
On-Site Engagement:
-
Focused on real-time content creation to capture the excitement of the festival.
-
Utilised multiple media channels to amplify the festival's reach and engagement.
-
-
Post-Event Follow-Up:
-
Produced reflective and highlighted content to maintain interest and engagement post-event.
-
Disseminated content strategically to sustain audience interaction and engagement.
-
This thorough and detailed planning ensured that our approach resonated with the target audience, leading to high levels of engagement and successful festival outcomes.
Implementation
We worked closely with the client to gather content from various sources, including speakers, on-site events, research, trends, exhibitors, and previous shows. This content was disseminated to the media and utilized for social media promotion. Key activities included:
-
Content Gathering and Dissemination:
-
Collected valuable insights and content from participants and events.
-
Distributed this content to media outlets and shared it on social media platforms.
-
-
Exhibitor Support:
-
Developed comprehensive notes for exhibitors on maximising their participation.
-
Assisted exhibitors with promotional efforts to enhance their visibility.
-
-
Event Launch:
-
Organised a highly engaging press conference and arranged professional photography to launch the event.
-
-
Real-Time Content Creation:
-
Drafted and distributed daily content, videos, and photos across social media and the festival's website during the event.
-
Results
The implementation of our strategies yielded significant results:
-
126 items of media coverage: Demonstrating extensive media interest and exposure.
-
51% of coverage included links to the SPARK website: Boosting registration and online engagement.
-
1,818 new organic social media followers: Gained during the campaign period, with 313 followers added during the festival week alone.
-
101 million+ total reach: Across all items of coverage, highlighting the wide-ranging impact of the festival.
-
14,000 attendees: Attracted over the three-day festival, indicating strong public interest and participation.
Case Study: British Council SPARK Festival
Research & Planning
After witnessing the success of our work for a trendy dining spot in Soho, Hong Kong—where we propelled the restaurant to the top of Trip Advisor—the client sought us out to launch their new venture in the South Side.
Neighbourhood Research: We conducted in-depth research on the South Side neighbourhood, emphasising its renaissance as an up-and-coming destination to align with the restaurant’s positioning.
Brand Familiarisation: We immersed ourselves in the restaurant’s brand, getting to know the chef and key partners such as Cocktail Professor, coffee providers Pablo & Rustys, and uniform creators Grana.
Comprehensive Campaign Plan: We developed a four-month timely pre-opening and opening, ongoing story development, bilingual media relations, and social media campaign plan. This strategy incorporated diverse stories about the new restaurant, its chef, and its partners, ensuring broad media coverage and engagement.
Our strategic and comprehensive approach ensured that the launch resonated with the target audience, establishing the restaurant as a new hotspot in the South Side.
Implementation
We executed a series of targeted activities to ensure a successful launch for Komune.
Key activities included:
Press Release Distribution: Sent a pre-opening press release to relevant local media in both Chinese and English, covering digital and traditional platforms.
Blogger Workshop: Organised a workshop with the Cocktail Professor, achieving instant coverage and bringing the Komune name to social media.
Soft Launch Party: Helped organise a soft launch party for friends and family to generate initial buzz.
Opening Release and Tastings: Distributed an opening press release to the media and organised tastings to ensure regular and high-quality coverage for over three months.
Interviews and Photo Shoots: Conducted interviews and photo shoots with the chef, securing features in Ming Pao, HKEJ, Hong Kong Commercial Daily, Eat and Travel Weekly, and Sing Tao Daily.
Social Media Management: Curated content and copy for Komune’s social media channels and interacted with fans to build a strong online presence.
Results
In just four short months, our campaign for Komune achieved remarkable results:
Extensive Media Coverage:
-
Over 110 coverage items exceed the client's key performance indicators (KPI).
-
89% of articles appeared in top-tier media, including Lifestyle Asia, Tatler, Crave, Ming Pao, HKEJ, Gafencu, and MRRM.
-
85% of articles included 3 out of 5 key messages.
Social Media Growth:
-
Instagram followers grew from 0 to over 600 in four months, averaging 28 new organic followers weekly.
Top Recommendation:
-
Achieved the number 1 recommendation on TripAdvisor.
Total Reach:
-
Over 28 million opportunities to see or hear something about Komune.
These impressive results highlight the effectiveness of our comprehensive campaign strategy.