Wisers dedicates different project service teams to different industry partners and fully implements 7*8*365 manual negative news alert and time tracking services. Wisers helps partners make the most accurate PR communication decisions and keep abreast of negative public sentiment trends.
Clients' pain points
With the rapid changes in the media industry, customers’ word-of-mouth over the Internet has become a crucial factor in business performance. It highlights the importance for a brand to timely collect the word-of-mouth, evaluation, as well as positive and negative information related to itself in the network, and timely respond to negative news, give correct guidance and minimize the impact of negative information.
The Internet has brought corporate marketing into the era of big data. In the highly competitive food and beverage consumer market, it has become a new challenge to accurately locate the target groups, timely grasp the changes in market trends, and timely adjust the marketing of the company.
The market is changing, and consumers' purchasing decisions are susceptible to external influence. If consumers cannot understand the trends in time, it will lead to delays in PR marketing decisions and business opportunities. How to dynamically grasp consumer intelligence has become a topic and challenge facing the food and beverage industry.
Massive success cases are presented to far-sighted persons worldwide
A Well-known Global Supermarket Chain
Customer Pain Point
A well-known Germany discount supermarket chain has launched retail services in the Chinese market through its cross-border online business model. For Chinese consumers, the brand is a new comer, and therefore it is highly competitive with local and international well-known supermarkets.
The brand opened its first flagship store on Tmall in September 2017. As the brand is not well-known in China, its exposure rate on China’s social media is limited. After analysing the brand's strengths and distinctive characteristics, we leveraged on our expertise in KOL research to propose that the client can work with KOLs with overseas experiences to pass on the culture and traditions of the brand's origin place to Chinese market. The client invited two travel KOLs to help promote Christmas sales in November 2017. The two KOLs shared their experiences in the Christmas market in Germany and promoted Lidl's Christmas-related products in a relaxed way. The client recorded an additional exposure rate of 31% and 63%, respectively, on Weibo and WeChat.
A Hong Kong Insurer
Customer Pain Point
WisersAnalytics’ social media database for the insurance sector provides accurate monthly report on comprehensive social campaign strategies of competitors. We suggest the customer should leverage on the influence of celebrities/KOLs to provide more enticing products for consumers and expand target audience in response to the rising social media campaigns in the industry.
WisersAnalytics’ social media database for the insurance sector provides accurate monthly report on comprehensive social activity strategies of competitors. We suggest the customer should leverage on the influence of celebrities/KOLs, provide more attractive products for consumers and expand target audience in response to the rising social media campaigns in the industry.
Two months later, the insurer launched a new marketing campaign featuring audiovisual materials, drawing 230,000 views. Besides, the insurer sponsored social media campaigns, with videos receiving 11 million views and 5,000 impressions, making it the most attractive brand in the industry.
A Luxury Fashion Brand
Customer Pain Point
A fast-rising Italian luxury brand expects to learn about its positioning in Hong Kong market and meantime track the dynamics and marketing methods of its competitors. The brand especially hopes to monitor how competitive products are promoted on social media and how the competitors are interacting with celebrities/KOLs with the view of developing a set of marketing strategies that are the most suitable for the Hong Kong market, thus standing out from a number of brands.
WisersAnalytics conducted analysis into the luxury industry and provided comprehensive assessment on each competitor’s performance on print, online and social media, offering a clear market positioning for the client and enabling the client to learn about the promotion modes of competitors.
Apart from the overall brand image, WisersAnalytics also analyses various products in the luxury industry. For example, WisersAnalytics’ analysis on leather handbags found that a client’s products are sought-after, but the brand lacks star products that impress Hong Kong consumers. We suggest the client should use celebrities/KOLs or hot words to quickly increase the exposure of their products or product collections to set a crucial stage for future marketing strategies.
The client adjusted its product advertisement strategy after learning about its market positioning, its strengths and weaknesses, as well as the dynamics of competitors. It made use of the characteristics of different media and celebrities/KOLs to promote star products among consumers, boosting product visibility by 123%.
A Famous Shopping Center
Customer Pain Point
A well-known shopping mall wants to evaluate its brand positioning in the all-media channels with other competitors in Hong Kong and mainland China. However, the unique and complicated media landscape in these two regions has become an obstacle for measuring its overall strategic improvement.
Based on the all-media database in the shopping center industry and a comprehensive understanding of the media landscape in Hong Kong and mainland China, WisersAnalytics has tailored an analytical framework for the client to compare the brand performance of competitors in each region. Data showed that the shopping mall has overly focused on Facebook in Hong Kong and its portal site in mainland China, while competitors’ media portfolios are more diversified. Therefore, we propose that the client should collaborate with various life media, KOLs and new media, including but not limited to Instagram, Weibo, Jinri Toutiao and short video platforms.
A few months later, the gap between the client and competitors in consumer recognition and interest has diminished. Its growth rate on Instagram is 76%, and that on Weibo is 7 times, driving up the brand’s all-media ranking by five places.
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