Clients' Stories

Client A: Chinese E-commerce company focus on export
Service: Digital Marketing

When Client A approached us, they were struggling to gain traction in a highly competitive e-commerce market.

While the competition in the e-commerce market getting vigorous, it is getting more and more difficult to get enough customers and profit margin.

We analyse the company situation, redefine the target audience and product features with data-driven methods, set up sustainable content generation operation procedures with limited in-house resources, and promote the brand and products with Meta Ads and Google Ads in both short-term campaigns and long-term promotions.

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How We Redefined the Target:
We worked with the product managers to extract the Unique Selling Proposition (USP) and features of the client's products.

Then, we conducted Secondary Research to draft a few Customer Personas, each representing different sets of audiences.

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What Data-Driven Methods We Used:
Using Automation in Meta Ads and Google Ads, we set up campaigns for different audiences and regions.

With the help of AI, we found out the best-performing audience and regions.

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How We Set Up Sustainable Content Generation Operation Procedures:
The client had limited in-house graphic design and copywriting resources.

To help them overcome this challenge, we used Kanban Board on Asana to set up a workflow that all team members, including the marketers, designers, copywriters, and social media managers, could work on together.

The content idea was assigned a number, and the copywriter drafted the copy according to the idea.

The designer and/or the illustrator then created the design, and the social media manager published it.

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How We Measured the Result:
We have quantitative measurements for each stage of the marketing funnel.

For the Awareness Stage, we measure the Reach/Impression of the digital ads.

For the Consideration Stage, we measure the Clicks/Engagement.

For the Conversion Stage, we measure the conversion on the e-commerce site.

Client B: Australian phone recycling shop that wants to go online
Services: Digital Marketing, Media Exposure

Client B is an Australian phone recycling business that has been long in the industry.

However, they mostly ran in a brick-and-mortar way. With the economic situation changing during the pandemic, they tried to go online to explode a greater market.

We did market research and sorted out the features for presentation, and update it on the company's website, and promote the business with Meta Ads, Google Ads.

We also reaching out to local NGOs to gain extra media exposure.

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How We Conducted Research:
We conducted both Primary and Secondary Research to identify the features that potential customers care about the most.

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How We Reached Out to Local NGOs:
We identified the issues that our customers care about and researched local NGOs that are working on them.

We then developed a plan to work with them to gain media coverage and pitch them.
 

Client C: Hong Kong Gym Room
Service: Influencer Marketing, Digital Marketing

Client C is a gym room in Hong Kong. While having a brick-and-mortar business, they want to expand the brand reach and promote the business online.

We extract the selling point of the gym and the services in contrast to other gyms, reorganise them in digital formats that fit on Meta Ads and Google Ads and promote it.

We also do influencer marketing from scratch, having influencers of selected target verticals promote the gym in a very reasonable resource.

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How We Made a Brick-and-Mortar Service Business Go Online:
We understand that brick-and-mortar service business teams are usually more traditional and might have a limited understanding of online business.

That's why we first built a website using Wix, which the clients' staff could maintain with almost no training needed.

Then, we promoted the service using Google Ads and Meta Ads.

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How We Sold Offline Services via Digital Ads:
We did not use a traditional e-commerce way to do it, as the maintenance would be a heavy burden to the client.

Instead, we used engagement ads, with the goal set as a conversation, to let potential customers contact the client's staff via DM or WhatsApp.

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How We Found Influencers:
We categorized the potential customers of different products or services and built Customer Personas.

Then, we searched for other brands that would come across these people on social media.

For example, we searched for people who connect to a gym equipment brand. From these people, we spread out to those who are similar to them.

Client D: Catalyzing Growth for a Health Beverage Brand with AI-Driven Strategy
Service: Digital Marketing(Google Ads), Influencer Marketing

Challenge:
A health beverage company from Hong Kong was experiencing a sales slump due to a narrow focus on a minority audience. The mission was to diversify their reach to capture the local market's interest while reinforcing their position with the minority group.

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Strategy:

1. Audience Analysis and Expansion:
We started by dissecting the client’s previous marketing efforts. Our analysis identified families as a primary but underutilized audience. By aligning our strategy with this insight, we aimed to tap into the broader family demographic without alienating the existing minority audience.

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2. Embracing Cutting-Edge Technology:
Recognizing the potential of Google's latest advertising innovation, we planned to implement Performance Max ads. This new campaign type leverages AI to optimize ad performance across Google's channels, promising a more stable and impactful reach.

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3. Influencer Selection Process:
Our strategy included a curated influencer marketing program. We aimed to collaborate with influencers who had a strong resonance with family values and health-conscious lifestyles, aligning with our client's brand image.

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Execution:

1. Targeted Influencer Partnerships:
We executed our influencer strategy by partnering with micro-family influencers, facilitating authentic promotions with minimal sponsorship investment. This approach was designed to maximize organic reach within the family segment.

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2. Implementing Performance Max Ads:
With the strategy set, we launched Performance Max ads campaigns, utilizing AI-driven insights to target both minority and local audiences effectively. This allowed for adaptive allocation of ad spend, ensuring optimal ad delivery and engagement.

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3. Continuous Content Optimization:
Our team continuously developed and refined ad copy, using data from ongoing campaigns to improve messaging relevance and audience impact. Regular analysis ensured that our content resonated with both our established minority audience and the broader local market.

Client E: Refining USP and Driving Growth for a Chinese Activewear Brand

Client Profile:- Industry: Activewear and Fitness Apparel- Services: USP Refinement, Digital Marketing, Influencer Marketing, Partnership Development

Challenge:
A Chinese activewear brand sought to refine the Unique Selling Proposition (USP) for its newest product and product collection. The brand also aimed to increase its visibility and sales in the US market.

Strategy:

1. USP Refinement:
We collaborated closely with the client's product development team to identify and refine the USP of their newest product and product collection. By analyzing market trends, competitor offerings, and customer preferences, we helped the client craft a compelling and differentiated value proposition.

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2. Digital Marketing:
To increase brand awareness and drive sales, we developed a comprehensive digital marketing strategy. This included launching targeted Meta ads and Google ads campaigns to reach potential customers actively searching for activewear and fitness apparel.

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3. Influencer Marketing:
Recognizing the power of influencer marketing in the activewear industry, we partnered with relevant influencers in the US market. These influencers, with a strong following in the fitness and wellness space, helped showcase the client's products to their engaged audience, driving brand credibility and sales.

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4. Partnership Development:
To further expand the brand's reach and credibility, we facilitated partnerships with retailers and yoga studios in the US. These strategic collaborations provided the client with additional distribution channels and exposure to their target audience.

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Execution:

1. USP Workshop:
We conducted a USP workshop with the client's product development team, guiding them through exercises to identify the product's key features, benefits, and differentiators. The resulting USP effectively communicated the product's unique value to the target audience.

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2. Targeted Ad Campaigns:
Our digital marketing experts created and managed Meta ads and Google ads campaigns, targeting users based on demographics, interests, and search behavior. We continually optimized the campaigns based on performance data to maximize ROI.

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3. Influencer Collaborations:
We identified and partnered with influential fitness enthusiasts, yoga instructors, and wellness bloggers in the US. These influencers created engaging content featuring the client's products, driving brand awareness and sales among their followers.

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4. Retail and Studio Partnerships:
We reached out to select retailers and yoga studios, presenting the client's brand and products as a valuable addition to their offerings. By establishing these partnerships, the client gained access to new customer bases and enhanced their brand credibility.

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Results:
The USP refinement, combined with targeted digital marketing, influencer partnerships, and strategic collaborations, led to a significant increase in brand awareness and sales for the client in the US market. The client's newest product and product collection resonated strongly with the target audience, establishing the brand as a key player in the activewear industry.

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Choicest Marketing's expertise in USP development, digital marketing, influencer partnerships, and business development helped the Chinese activewear brand successfully enter and grow in the competitive US market.