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Digital and Social Media Strategy Excellence at Golin Hong Kong - an integrated communications and marketing agency with a worldwide network. Contact: Zaheer Nooruddin, Head of Digital Innovation, Asia at firstname.lastname@example.org
GOLIN / DIGITAL & SOCIAL MEDIA EXCELLENCE / HONG KONG
DIGITAL & SOCIAL MEDIA
WELCOME TOWELCOME TO
Today we are a different type of agency.
We work differently. We think differently.
Our mission is to create change for our clients.
We believe in bravery over mediocrity.
"Go All In" is our commitment.
It's how we help our clients commit to trailblazing
ideas that create change.
EVEN MOREEVEN MORE
WITH OURWITH OUR
NEW MODEL.NEW MODEL.
“ International Agency of the Year
1st Social Media Agency to Kick-off Cannes International Festival of Creativity
Agency of the Year 2013 #The Holmes Report #PRWeek
Best Use of Social Media "Unilever Magnum" #MarketingMagazine
Best Digital Newsroom "Cisco Live! Social Media Hub" #IN2SabreAwards
Best Social Media Campaign #Nintendo
Best Digital Video "Unilever Klondike" #IN2SabreAwards
Best Word of Mouth Marketing "McDonald's" #WOMMYAwards
“ Founded in 1956
CREATIVE COMMUNICATIONS.CREATIVE COMMUNICATIONS.
We focus on developing creative communications
to maximize reach, engagement, response and
Tested and validated by
deep audience insight.
Innovative ideas that
stand out from the noise.
ENGAGE seamlessly with media and
audiences. TRACK topics of interest
and sensitive issues.
IDENTIFY INFLUENCERS across topics, stories
and conversations. Develop proﬁles to foster
deeper, more productive relationships.
LISTEN, AMPLIFY, ENGAGE. FASTER.
MORE. IN REAL-TIME.
DISCOVER TRENDS & MOMENTS or
opportunities to engage. AMPLIFY events and
92% of people trust
Audiences have changed.
They've shifted their
time, attention and media
Our focus is onOur focus is on business results.business results.
As a full-service communications consultancyAs a full-service communications consultancy
withwith digital, social media and PRdigital, social media and PR at our core weat our core we
help drive companies and brands forward withhelp drive companies and brands forward with
creatively bold, locally-relevant plans and ideas thatcreatively bold, locally-relevant plans and ideas that
cut across channels.cut across channels.
9 HOURS.9 HOURS.
TIME SPENTTIME SPENT
TECHNOLOGY HAS CHANGEDTECHNOLOGY HAS CHANGED HOWHOW
AUDIENCES FIND INFORMATION ANDAUDIENCES FIND INFORMATION AND
ENGAGE WITH BRANDS.ENGAGE WITH BRANDS.
SOCIAL, MOBILE AND REAL-TIMESOCIAL, MOBILE AND REAL-TIME
ANY TIME, ANY WHERE.ANY TIME, ANY WHERE.
Today audiences have access to more content than
They can access
virtual content on
the go - checking
videos, and more.
RESEARCH CONSIDERATION VISIT RESEARCH AGAIN
COMPLEX JOURNEYSCOMPLEX JOURNEYS
FRAGMENTED MEDIAFRAGMENTED MEDIA
78% of CMOs believe that
CONTENT is the future of
We create visually-rich, purpose-driven
social media programs and campaigns that
go from noise to signal with audiences.
From video to web design to interactive
infographics, games and apps our rich
digital content helps to fuel campaigns
across all media channels.
Management, marketing and communications teams who understand the
role of content for their business succeed. They lead the way by tapping into
the power of connected audiences, media and technology.
We offer custom digital and social media
workshops and strategy development
TRAINING, WORKSHOPS, STRATEGYTRAINING, WORKSHOPS, STRATEGY
PRESENT & FUTURE-READY.PRESENT & FUTURE-READY.
Building Strong Relationships Online
Social Sales - Using Online to Build Trust and Sell
Creative Thinking for Communications
Social Media Program Optimization
B2B & B2C Content Marketing Best Practice
Issues & Crisis Management on Social Media
New Media Relations in the Digital Age
PROGRAM OPTIMIZATIONPROGRAM OPTIMIZATION& RESPONSE.& RESPONSE.
Producing Publishing Optimizing
We help to train teams to use market leading social media content
management tools and workﬂows.
MAXIMIZE REACH, ENGAGEMENTMAXIMIZE REACH, ENGAGEMENT
We improve communications effectiveness and
results by auditing media, mapping customer
journeys, relevant channel ecosystems and
social content strategies. We ensure our efforts
are fully measured with the right metrics.
78% more leads for sales executives and teams
with active, better-connected social media proﬁles
who share relevant, valuable content.
INBOUND LEADS & SALES ENABLEMENTINBOUND LEADS & SALES ENABLEMENT
DRIVE LEADS & SALES FASTER.
We develop playbooks for customer interaction
that accelerates leads and selling.
We develop content strategy and guide
the management of sales team proﬁles. Our
outcomes include more touchpoints for sales
teams, more visibility for brands and products -
leading to stronger relationships and quicker
SEARCH DISPLAY EMAILVIDEO
OUTBOUND DIGITAL SOLUTIONSOUTBOUND DIGITAL SOLUTIONS
TARGET RELEVANT AUDIENCES.TARGET RELEVANT AUDIENCES.
We can implement the latest, most advanced audience targeting
and retargeting solutions from real-time media buying to search
marketing. We deploy sophisticated reporting and rich
audience insights to maximize results.
We surface deeper and richer market
trends and audience actionable insights.
RESEARCH, INSIGHT & ANALYTICSRESEARCH, INSIGHT & ANALYTICS
Audience Proﬁling (Tribes)
Customer Journey Mapping
Campaign Message Testing
We use agile analytics and digital research tools to
customize and report on trends in real-time.
DISCOVER, MEASURE, REPORT.DISCOVER, MEASURE, REPORT.
We make brands a relevant part of audiences' lives and their
social behaviors. Our approach is comprehensive, channel-agnostic
and integrated across all relevant consumer touchpoints.
CONTENT STRATEGYCONTENT STRATEGY
CONTENT MANAGEMENT & BRAND PUBLISHINGCONTENT MANAGEMENT & BRAND PUBLISHING
CONTENT MARKETINGCONTENT MARKETING
We develop content for B2B and
B2C companies. We create content
calendars, publishing schedules, using
automation to bring down costs.
By focusing on the quality of the content we develop - the value
and message behind it, where it is placed, to help audiences ﬁnd
it the moment they seek it. QUALITYQUALITY
WE DRIVE BRAND RELEVANCE.WE DRIVE BRAND RELEVANCE.
RIGHT MESSAGE. RIGHT
TIME. RIGHT PLACE. ADVOCATE
Team of experienced digital
strategists, creative thinkers,
visualizers, web developers,
writers, editors and multi-
media producers, all in-house.
DIGITAL CONTENTDIGITAL CONTENT
DIGITAL & SOCIAL ASSETS DEVELOPMENT
Challenge: After nearly 90 years as the world’s number one soap brand and
reaching millions of women around the world, Lux tasked us to strengthen their
position as an iconic beauty brand. Our challenge was to drive awareness of new
innovation in the cleansing category by building brand love with a younger target
audience using PR and social media.
Creative: It was our responsibility to ensure all markets understood the role of PR
and social media and were equipped with exciting creative ideas and content. To
achieve this, we led the brand’s largest ever survey to thousands of women
around the world to uncover what hot topics resonate with them. We created
global PR and social media assets to ensure world-class campaign execution in the
brand’s key growth markets and developed a global three part PR measurement
tool for the brand to track success.
Change: All 25 markets use our integrated PR and social media assets. Our
evaluation tool has helped drive a change in mindset in each market, helping them
achieve ROI up to three times higher than before. In social media, our engagement
levels outperformed most category competitors and we achieved a growth rate of
over 600% on Facebook over the ﬁrst 16 months.
TIME TO BE A DEVIL
Challenge: In an ultra-competitive and crowded wine market how can a
brand like Casillero del Diablo stand out in the mind of Asian consumers?
How to create buzz, engage with wine lovers, make this brand relevant?
Creative: Winemakers are perceived as artists and celebrities. That is true
of the international acclaimed winemaker behind Casillero Del Diablo. This
Chilean wine is often respectfully shortened to “The Diablo” or “The Devil”
so we took that idea and used it as the platform upon which to bring
Marcelo Papa, the artist behind “The Diablo”, on his ﬁrst ever tour of Asia.
We made him the center of a multi-market, integrated campaign comprising
real-time social content, live events and social ads. We associated him with
the Diablo icon to create buzz, engaging content and exclusive events all
under the hashtag of #TimeToBeADevil
Change: This ‘devilish’ 10 day campaign created huge buzz reaching
1,018,621 people, engaged with 65,810 wine lovers and acquired 6,433
new fans. Overall Marcelo Papa’s popularity spread and the campaign
reinforced the brand as a wine authority across the region.
CASILLERO DEL DIABLO
Challenge: Many people in Hong Kong are ambivalent to the issues facing Asian Elephants.
The parade, supported by Swire Properties Ltd, placed over 100 uniquely designed
elephants across three of Swire’s shopping malls to promote elephant conversation. In
addition to launching the parade, our job was to enable people to engage with it socially to
help paint a brighter future for the elephants.
Creative: We created a simple call to action for people to ‘Be Part of It’. We created the
parade’s Facebook page and used this as the main social platform to drive engagement. A
large Instagram video wall was installed to encourage people to post and share their photos.
Facebook and Instagram competitions drove engagement even further and we used
prominent KOLs to spark conversations around the plight of the Asian Elephant and the
Change: Over 1,500 photos were shared on Instagram with the hashtag #elephantparadehk.
More than 300 conversations were generated on Facebook and Twitter with prominent
online media and celebrities calling attention to the issues facing Asian Elephants. The
combined reach of the social conversations was over 1.2 million people. The Elephant
Parade Facebook page saw a signiﬁcant growth of 2,300 fans. Most importantly, the
combination of the 520 pieces of media coverage and the social conversations helped raised
over $270,000 USD for the Asia Elephant Foundation at the ﬁnal charity auction.
ELEPHANT PARADE: PAINT A BRIGHTER FUTURE
SPOON BOYS: CONSUMER WORD OF MOUTH
Challenge: When Danone launched its new BIO Super Creamy range of products,
it had to contend with an already ﬁercely competitive market. Golin was tasked to
create an event as memorable as possible to make young urban ofﬁce ladies want
to try this new thick and creamy “spoonable” yoghurt and to generate word of
Creative: We created a sexy idea from insights from target consumers resulting in
our campaign idea: ‘Let French Spoon Boys feed you indulgency’. We launched
teasers in print newspaper and videos on a microsite to raise curiosity around a
casting session searching for ‘French Spoon Boys’ ahead of consumer trial events.
On top of major outdoor events in Shanghai and Guangzhou, we designed ofﬁce
sampling events via online voting to extend the campaign reach.
Change: Over 25,000 consumers reached through physical events, 2,000 original
micro blog (Weibo) posts generated for the launch, Over 500+ mentions for each
ofﬁce sampling event and 23 million media impressions.
DIGITAL AND SOCIAL MEDIA BRAND ECOSYSTEM
Combining their digital targets with strategic and
tactical partner opportunities in mainland China, we
used our proprietary tools to produce a framework to
serve as a roadmap for the next two years and as a
consistent reference to assess the impact of digital
campaigns. We mapped out a complete digital
ecosystem and produced a consumer journey for each
target audience, key imperatives and platforms and a
channel by channel activation plan for the year ahead.
Our task was to build a digital and social media
marketing ecosystem for the Galaxy Entertainment
Group’s (GEG) integrated resort in Macau which was
focused on building awareness and preference
amongst visitors from Tier 2 and Tier 3 cities in
Challenge: Grow the social media community on China's popular WeChat
mobile platform and create a sustainable level of audience engagement
for the brand that translates into referrals as well as inbound travel
Creative: We designed a ﬂexible yet strategic storytelling-based content
plan for Tiger Air's WeChat channel. Fully responsible for all creative
content development duties, as well as for community management on
the channel, our channel, our digital team took a balanced approach to
marketing and lifestyle content, crafting relevant offers that capitalized
on what was trending on social media in China across various popular
social media platforms.
Change: Quickly acquiring an active and loyal fanbase of over 3,000 fans
with the highest readership ever achieved for a story posted by the brand
to WeChat at nearly 1,000 unique views.
CHATTING IT UP ON MOBILE
As an agency in Hong Kong and Asia we've invested in developing strategic partnerships with
all major media (traditional and digital), inﬂuencers, and social technology vendors. Our
relationships beneﬁt our clients in many ways - from preferential rates, better
opportunities and early access to new features and products.
STRATEGIC NEW MEDIASTRATEGIC NEW MEDIA
TECHNOLOGYTECHNOLOGY MEDIAMEDIA INFLUENCERSINFLUENCERS