CDRI Wow! Taiwan: Media Strategies to Discover New Markets
A Welcoming Party Into the Local Market
Challenge
To discover new markets in the Philippines, Taiwan’s Commerce Development Research Institute (CDRI) decided to hold a press launch and a week-long pop-up store featuring 15 premium brands under the theme of ‘Let’s Home Party’ in cooperation with the Taiwan Tourism Board. The organization needed a partner that can help them realize their visions and navigate the local media in emerging markets like the Philippines.
Approach
M2.0 Communications as a top PR firm in the Philippines that offers social media marketing services, became CDRI’s counterpart in the Philippines, providing talent sourcing, logistics, event and programme management, media invitation, interview support, article seeding, media strategies, and media monitoring. They looked for local talent to act as brand ambassadors and fill other roles.
The PR agency also arranged all aspects of the press launch and pitched interviews to the media as part of the media strategies. To support the speakers, the team wrote briefing books to help polish their message. Articles from CDRI were localized for the Philippine press then seeded before and after the event.
During the event, CDRI brought a Make-up Show to be the main attraction. But to keep the energy high, the M2.0 team ran with the event’s ‘Home Party’ theme and introduced games that are common in Filipino house parties, such as karaoke singing and party games.
Results
The ‘Home Party’ attracted lots of attention from the media and the bystanders near the booth. Each day, 150 mall goers was targeted by the event for surveys; a number that was easily met, 20 media attendees were expected in the press launch, 39 appeared, including major newspapers.
CDRI had a goal two to three media interviews; six interviews occurred. From a total target of 23 media pick-ups, 46 were counted including social media posts; CDRI collected tons of information and exposure through pr campaign, which helped them enter more products into the Philippine markets.
CDRI had a goal two to three media interviews; six interviews occurred. From a total target of 23 media pick-ups, 46 were counted including social media posts; CDRI collected tons of information and exposure through pr campaign, which helped them enter more products into the Philippine markets.
