INNOMATIVE is a consumer focused digital & data marketing agency. Operating from both China and Germany, the agency strategically blends established and emerging markets. INNOMATIVE is dedicated to delivering creative solutions at the intersection of marketing and technology, helping clients improve their marketing strategy, branding, sales and customer repurchasing through the agency's creative technology as well as its unique interactive data marketing tool (EYWA).
INNOMATIVE offers not just a plan, but also a holistic solution from branding to sales through to customer retention. The agency has created world class experiences for global brands such as: Ecco, InterContinental Hotel Group, Michelin Guide, SCA, Vans, UGG, Abbott, Ford, Puma, Qoros, and Astra Zeneca, just to name a few.
The Michelin Guide launched in Shanghai for the first time in autumn 2016 and we had the privilege to support the digital and social launch. Since this was their first time entering the Chinese market, they needed to expand and integrate their brand awareness by utalising China targeted digital marketing in order to increase buzz and awareness.
Some Challenges we faced during the course of this project was that most of the Chinese consumer did not know the type of selection criteria used for the selection of the Michelin star restaurants or who the judges would be. Furthermore, Chinese diners did not perceive a French automotive tyre company as eligible to comment yet along judge Chinese cuisine. The Michelin Guide needed to establish brand influence within the Chinese consumers, and improve their brand awareness.
Based on the current consumer awareness of The Michelin Guide, we planned a series of social and digital campaigns to promote brand awareness and social visibility. During the Michelin Guide grand launch event, we lived streamed the event on Weibo and WeChat as well as collaborated with well-known KOLs. At the same time the introduction of APP downloads, improved the brand's exposure and dissemination impact.
The campaign lasted 45 days (September 1 - October 14 2016), there were 23,100,000 page views and 260,000 engagements across social platforms. We increased both Weibo and WeChat fans by approximately 20,000 each which exceeded all the planned KPIs.
Over all it was a great success and we are extremely proud and happy to work on such an amazing project.