INITSOC breaks boundaries to turn a new page in China digital marketing – Marketing Interactive

Since the pandemic started, “COVID-19” and “virtual” have become staple buzzwords in the marketing dictionary. Amidst the pandemic, agencies really knuckled down to the online work targeting “customers from home”. 

INITSOC, a team of regional digital marketing experts from Hong Kong, Shanghai and Taiwan, set its sights far beyond the local market, riding on the digital world to engage customers in Mainland despite the turbulent times. With the team’s expertise in harnessing marketing technology, the agency achieved great success in its recent “Hang Lung cross-border Live Streaming and e-shop Campaign” with Hang Lung Properties. During this year’s Loyalty and Engagement Awards, the project gained recognition being crowned the gold winners for categories such as Best Use of MarTech and Best Use of Mobile. It also won two silvers for Best COVID-19 Response and Best Use of Contest/Promotions.

With goals set to boost sales in the malls of Hang Lung Properties and unleash the potential of trapped customers in Mainland China under the travel restrictions, a cross-border e-shop with live streaming function was adopted by INITSOC using the cutting edge MarTech tools. 

hl live e shop edited

Fuelled by insights into the development of digitalised platforms in China, the agency created a virtual shopping experience with one-stop online shopping functions, enabling WeChat and web use with cross-border payment gateways, promotion codes, order status tracking etc. 

To amplify the results, a live broadcast by a Hong Kong-based Chinese KOL was featured to attract cross-border audience, creating a walk-along shopping experience in Fashion Walk, one of Hang Lung Properties’ mall, with real-time interactions for online viewers. The initiative reached more than 3.5 million people across the border, driving word-of-mouth and engagements among community groups on social media platforms while boosting online sales and meeting consumption demand in Mainland China. This forged a strong spirit in the team to further support INITSOC’s clients to expand into the territory of Mainland China. 

Now with COVID-19 slowly subsiding in many parts of the world, INITSOC continues to support local and international companies that plan to enter the China market, a pivotal market where great potential power is found. CEO Carlton Liem shared, “Now, we are working with our clients to prepare for post-COVID activities and leverage the expected surging demand once the border reopens.”

This article is sponsored by INITSOC.

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