Rather than simply translating existing communication, we adapted the brand story to reflect:

• Chinese consumer interests and expectations

• Local cultural context

• China-specific media behavior

• Digital platform characteristics

• Local competitive dynamics

• The information consumers need before making a decision

The result was a China-market proposition that remained consistent with the global brand while speaking in a more relevant local voice. China’s digital ecosystem requires brands to think beyond traditional media.

RiCE developed an integrated approach connecting brand strategy, content, social media, public relations, digital engagement and offline experiences.

The communication journey extended across multiple consumer touchpoints — from discovering the brand online, to learning about its products, engaging with content and communities, experiencing the brand offline and ultimately making a purchase.

This created a more connected ecosystem rather than a collection of disconnected marketing activities.