CHANGING BRAND PERCEPTION WITH A PROACTIVE PRESS OFFICE


Objective:
Change the incumbent brand perception and generate loyalty among consumers
Challenge:
Regardless their significant market share, ZTE was perceived as 'another Chinese brand' by both consumers and channel partners, which challenged ZTE's ambitious business growth strategy.
Solution:
We provided turnkey press office service across all communication channels by using tailored messaging for different target audiences. We talked to channel partners via publications in top business media, informing them about ZTE's sales in Russia and positive performance in the region, compared to a number of stagnating A brands. We informed the geek audiences about ZTE's breakthrough features and technologies by organizing press trip to the facilities for the most influential media and KOLs. In order to build trust with new audiences, we collaborated with select KOLs and bloggers, including celebrities (for instance, we organized the first rap battle assisted by ZTE's flagship model, AXON 7, demonstrating music capabilities of the new smartphone, making it a top global Youtube video).
Result:
BY 27%
NEGATIVE TONALITY DECREASED
#2
MARKET SHARE THANKS TO PROACTIVE MARKETING EFFORT
56%
YOY COVERAGE GROWTH IN 6 MONTHS
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