case studies

UCommune

Objectives

1) To build brand awareness in expansion markets
2) To combat negative perception of UCommune as a ‘copycat’ of WeWork

 

Solution

A three-pronged, multi-faceted approach comprising marketing, PR, and social media, we worked to portray the company as a product of Chinese innovation and ingenuity, and not a mere copy of a Western idea. Targeted at Chinese businesspeople in the US market, our integrated campaign was centred on one fundamental message: that UCommune is a world-class co-working space provider, independently conceived, built, and developed in China; with ‘homegrown’ being a key word, in order to dispel the ‘copycat’ label.

Our efforts generated US$50million in PR value for UCommune as of November 2018. In addition, our aggressive global media outreach was instrumental in building invaluable relationships with key figures in numerous international media titles, including (amongst others) CNBC, Wall Street Journal, South China Morning Post, Forbes, Financial Times, and more. Last but not least, UCommune’s sustained success and growth well into 2019 – as evidenced by their planned Initial Public Offering (IPO) to be held in Hong Kong – is testament to our success as their foremost media and communications partner.

 

Testimonial

“Helena has played an instrumental role in UCommune’s global expansion, and successfully positioned us as the top Chinese co-working space provider in both regional and international markets,” said Mao Daqing, founder and Chairman of UCommune.

Helena Ma brings with her a wealth of experience and a truly cosmopolitan perspective, having lived and worked in Shanghai, China; Gothenburg, Sweden; and London, UK. Her stints in Europe and China has armed Helena with a potent blend of ancient Chinese wisdom and contemporary Western knowledge which she incorporates into business management and client project