Case Studies
A large Chinese XR hardware company:
We worked with a leading Chinese XR hardware manufacturer with a market-beating product and deep penetration in China to launch their global brand. We worked with the client to:
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Create a global brand identity, including a new name, logo, slogan, and core message
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Identify key international developer contacts
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Manage all international PR and facilitate media coverage
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Revamp their global website and PPT decks
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Run a global virtual product launch
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Launch and manage their international social media accounts
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Run a Kickstarter campaign
A boutique Chinese VC firm:
We worked with an innovative Chinese VC firm focusing on AI, enterprise tech solutions, and consumer gaming to create a global website and craft a core identity in English. We worked with their team in Manadrin to identify the company’s core values and then crafted the company’s core branding messages in English. We then designed and launched their global website that reflected their corporate style guide, visual identity, and company values.
A large Chinese education technology company:
We worked with a large Chinese education technology company in resolving a PR crisis. The client faced the possibility of a highly damaging exposeé in a leading international newspaper written by a highly experienced investigative journalist. The stakes were tremendous for the client, as they were a rapidly-growing premium edtech brand that had recently taken on investment from a leading Chinese education brand. By the conclusion of our engagement with the client, we had successfully prevented the publication of a highly damaging article in the international media, while maintaining rigorous ethical standards. We did so by:
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Coaching the client’s C-level team to respond to hostile interview questions.
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Preparing an intensive reputation management strategy to boost positive discussions of the client and direct traffic away from the article.
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Composing answers to anticipated questions that rigorously defended the company and made it impossible for the reporter to publish a one-sided hit piece.
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Proposing and mapping out the implementation of process improvements to improve the company’s marketing and operations to prevent such problems in the future.
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Crafting a press statement in case of publication of the damaging article.
A project 985 university:
We partnered with a highly ranked university in China that had recently founded a new research institute with funding under the Double First Class Initiative. We supported the university in all international efforts relating to the founding and international activities of the research institute. We did so by:
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Creating and designing an English language website and core messaging, including the English name of the institute, the founding story of the institute, and other core aspects of the website copy.
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Served as logistical organizer and media producer for a conference with 500 participants and guest speakers including Ministry of Education officials, professors from 5 countries, city government officials, and a co-founder of tech startup with a $2 billion valuation.
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Recruiting 10 foreign professors to advise more than 120 students in the creation and publication of 40 research projects. Professors hailed from 7 countries and universities such as the University of Chicago, the University of Edinburgh, and Dartmouth College.
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Hosted a roadshow of New York City for university leadership that included faculty roundtable discussions at Columbia University and meetings with senior leadership at Columbia, Forbes, and the Asia Society.
Hong Kong-based startup competition:
We served as the international marketing partner for a startup competition supported by several government ministries in Hong Kong. The competition aspired to attract more edtech startups to explore setting up a local presence in Hong Kong and was run by Cyberport, InvestHK, and the Hong Kong Innovation and Technology Commission. Through our marketing efforts, we originated more than 85% of the startup applications for the competition by:
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Recruited 11 partner organizations that represented the leading edtech associations in 8 target global markets.
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Created and designed websites in English as well as simplified and traditional Chinese.
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Managed disbursements of global marketing budgets and reporting on campaign status from 11 outside organizations.
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Created the competition’s name and logo in order to attract applicants and meet various requirements by sponsors and funders.
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Managed social media and newsletter marketing campaigns.
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Hosted 2 virtual briefings with speakers from the organizing committee as well as 4 government officials.
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Crafted core marketing messages, web content, and all social media content.
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Designed marketing assets and media in English, Spanish, Portuguese, Korean, Japanese, as well as simplified and traditional Chinese.
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Successfully navigated multiple PR crises as the foreign news coverage relating to Hong Kong was negative.
