To build awareness of the Kronaby brand in China
A multi-pronged approach comprising media relations; digital marketing and paid content; partnerships with key opinion leaders (KOLs) and social media influencers; and event marketing. Focusing on urban individuals aged 25-50 in China’s burgeoning middle class, our campaign focused on positioning Kronaby within the ‘affordable luxury’ bracket as a lifestyle statement, and creating online community engagement. Our media relations strategy involved securing as much coverage as possible across print, web, and social media; including publications in fashion, lifestyle, design, travel, business, and technology. These included Bazaar, Vogue, GQ, and Tatler, to name a few. Our digital marketing strategy entailed the development of Kronaby’s footprint on Chinese social media channels such as Weibo and Wechat, fostering community engagement through prompt responses to queries from followers and ensuring a constant social media presence. In addition, establishing partnerships with well-known KOLs and influencers in the Chinese social media space was integral to building brand awareness – most Chinese consumers had never heard of Kronaby – and generating online buzz around its watches. Last but not least, our event marketing strategy included collaborating with established names such as the Ritz-Carlton in Beijing, in order to create positive associations in the minds of consumers and to lend Kronaby a credible air of prestige and luxury.
“Having enjoyed a successful first year in local and European markets, Kronaby engaged IDEA to help us break into the incredibly lucrative China market,” said Kronaby CEO Pål Borge. “IDEA’s international expertise proved integral to our marketing and communications campaign in a country and culture entirely new to us.”