CHINA 

DIGITAL & SOCIAL MEDIA STRATEGY EXCELLENCE.

WELCOME TO GOLIN.

Kuala Lumpur

Jakarta

Lahore

Sydney

Tokyo

Istanbul

Today we are  a different type of agency.

We work differently. We think differently.

Our mission  is to create change for our clients. 

We believe in bravery over mediocrity.

"Go All In" is our commitment.

It's how we help our clients commit to trailblazing ideas that create change.

#GOALLIN

DISCOVER TRENDS & MOMENTS or opportunities to engage.   AMPLIFY events and media interest. 

ENGAGE seamlessly with media and audiences. TRACK topics of interest and sensitive issues.

THEBRIDGE

IDENTIFY INFLUENCERS across topics, stories and conversations. Develop profiles to foster deeper, more productive relationships.

Text

1

2

3

LISTEN, AMPLIFY, ENGAGE. FASTER.

MORE. IN REAL-TIME.

92% of people trust brand recommendations from FRIENDS.

Nielson

MOBILE

SOCIAL

Audiences have changed. They've shifted their time, attention and media consumption online.

As a full-service communications consultancy with digital, social media and PR at our core we help drive companies and brands forward with creatively bold, locally-relevant plans and ideas that cut across channels.

Our focus is on  business results.

AUDIENCE-CENTRIC.

TECHNOLOGY HAS CHANGED HOW AUDIENCES FIND INFORMATION AND ENGAGE WITH BRANDS.

SOCIAL, MOBILE AND REAL-TIME

Nielson

78% of CMOs believe that CONTENT is the future of marketing communications.

From video to web design  to interactive infographics, games and apps our rich digital content helps to fuel campaigns across all media channels.

We create visually-rich, purpose-driven social media programs and campaigns that go from noise to signal with audiences.

DIGITAL.

SOCIAL.

Management teams and communications teams who understand the role of content for their business succeed.  They lead by tapping into the unique power of connected consumers and digital technologies.  

We offer tailor-made trainings, workshops and fully-customized strategy development

TRAINING, WORKSHOPS, STRATEGY

PRESENT & FUTURE-READY.

• Building Strong Relationships and Sell Online
• The Art & Science of Creative Communications
• Social Media Optimization
• B2B Content Marketing
• Digital Issues & Crisis Management
• New Media Relations in the Digital Age

We improve brand communications by first mapping customer journeys,  relevant channel ecosystems and social content strategies. We ensure our efforts are fully measured with the right metrics.

Producing

Publishing

Optimizing

We help to train teams to use market leading social media content management tools and workflows.

Planning

CAMPAIGN OPTIMIZATION

MAXIMIZE REACH, ENGAGEMENT

RESPONSE.

78% more leads for sales teams  with active, connected social media profiles who share relevant content.

We set up the right online social selling channels, developing timely content and guiding how to efficiently manage powerful social selling profiles that create brand and product visibility online fostering more accurate relationships that lead to quicker sales.

INBOUND SALES & LEADS ENABLEMENT

DRIVE LEADS & SALES FASTER.

DISPLAY

SEARCH

EMAIL

VIDEO

We can implement the latest, most advanced audience targeting and retargeting solutions  from real-time media buying to search keyword marketing. We use sophisticated reporting and rich audience insights to maximize ROI.

OUTBOUND DIGITAL SUITE

TARGET RELEVANT AUDIENCES.

RESEARCH, INSIGHT & ANALYTICS

We surface deeper and richer market trends and audience actionable insights. 

• Audience Profiling (Tribes) 
• Media Analysis
• Customer Journey Mapping
• Campaign Message Testing
• Trends Reporting
• Program Effectiveness 

We use agile analytics and digital research tools to customize and report on trends in real-time.

DISCOVER, MEASURE, REPORT.

We develop content  for B2B and B2C companies. We create content calendars, publishing schedules, using automation to bring down costs.

We make brands a relevant part of their audiences lives and social behaviors. Our approach is comprehensive, channel-agnostic and integrated across all relevant consumer touchpoints.

BRAND CONTENT STRATEGY

MANAGEMENT & PUBLISHING

CONTENT SOLUTIONS. 

QUALITY

CLASSIC

CONTEMPORARY

ENTERTAINING

PRESTIGIOUS

INNOVATIVE

PROVOCATIVE

PURPOSEFUL

WELCOMING

TRANSPARENT

AUDIENCE  DESIRE

BRAND STORY

WE DRIVE BRAND RELEVANCE.

By focusing on the quality of the content we develop - the value and message behind it, where it is placed, to help  audiences find it the moment they seek it.

DIGITAL CONTENT

Team of experienced digital strategists, creative thinkers, visualizers, web developers, writers, editors and multi-media producers, all in-house.

50+

Interactive

Video

Campaigns

Games

STUDIO

INTERACTIVE.

http://actionaid.hkdev.cmgrp.com/showcase/

ENGAGING.

OUR LATEST WORK.

DIGITAL & SOCIAL ASSETS DEVELOPMENT

LUX

Challenge: After nearly 90 years as the world’s number one soap brand and reaching millions of women around the world, Lux tasked us to strengthen their position as an iconic beauty brand. Our challenge was to drive awareness of new innovation in the cleansing category by building brand love with a younger target audience using PR and social media.

Creative: It was our responsibility to ensure all markets understood the role of PR and social media and were equipped with exciting creative ideas and content. To achieve this, we led the brand’s largest ever survey to thousands of women around the world to uncover what hot topics resonate with them. We created global PR and social media assets to ensure world-class campaign execution in the brand’s key growth markets and developed a global three part PR measurement tool for the brand to track success.

Change: All 25 markets use our integrated PR and social media assets. Our evaluation tool has helped drive a change in mindset in each market, helping them achieve ROI up to three times higher than before. In social media, our engagement levels outperformed most category competitors and we achieved a growth rate of over 600% on Facebook over the first 16 months.

TIME TO BE A DEVIL

Challenge: In an ultra-competitive and crowded wine market how can a brand like Casillero del Diablo stand out in the mind of Asian consumers? How to create buzz, engage with wine lovers, make this brand relevant?

Creative: Winemakers are perceived as artists and celebrities. That is true of the international acclaimed winemaker behind Casillero Del Diablo. This Chilean wine is often respectfully shortened to “The Diablo” or “The Devil” so we took that idea and used it as the platform upon which to bring Marcelo Papa, the artist behind “The Diablo”, on his first ever tour of Asia. We made him the center of a multi-market, integrated campaign comprising real-time social content, live events and social ads. We associated him with the Diablo icon to create buzz, engaging content and exclusive events all under the hashtag of #TimeToBeADevil

Change: This ‘devilish’ 10 day campaign created huge buzz reaching 1,018,621 people, engaged with 65,810 wine lovers and acquired 6,433 new fans. Overall Marcelo Papa’s popularity spread and the campaign reinforced the brand as a wine authority across the region.

CASILLERO DEL DIABLO

Challenge:  Many people in Hong Kong are ambivalent to the issues facing Asian Elephants.  The parade, supported by Swire Properties Ltd, placed over 100 uniquely designed elephants across three of Swire’s shopping malls to promote elephant conversation.  In addition to launching the parade, our job was to enable people to engage with it socially to help paint a brighter future for the elephants.

Creative: We created a simple call to action for people to ‘Be Part of It’.  We created the parade’s Facebook page and used this as the main social platform to drive engagement.  A large Instagram video wall was installed to encourage people to post and share their photos.  Facebook and Instagram competitions drove engagement even further and we used prominent KOLs to spark conversations around the plight of the Asian Elephant and the ivory trade.

Change: Over 1,500 photos were shared on Instagram with the hashtag #elephantparadehk. More than 300 conversations were generated on Facebook and Twitter with prominent online media and celebrities calling attention to the issues facing Asian Elephants.  The combined reach of the social conversations was over 1.2 million people.  The Elephant Parade Facebook page saw a significant growth of 2,300 fans.  Most importantly, the combination of the 520 pieces of media coverage and the social conversations helped raised over $270,000 USD for the Asia Elephant Foundation at the final charity auction.

ELEPHANT PARADE: PAINT A BRIGHTER FUTURE

SWIRE PROPERTIES

SPOON BOYS: CONSUMER WORD OF MOUTH

Challenge: When Danone launched its new BIO Super Creamy range of products, it had to contend with an already fiercely competitive market. Golin was tasked to create an event as memorable as possible to make young urban office ladies want to try this new thick and creamy “spoonable” yoghurt and to generate word of mouth.

Creative: We created a sexy idea from insights from target consumers resulting in our campaign idea: ‘Let French Spoon Boys feed you indulgency’. We launched teasers in print newspaper and videos on a microsite to raise curiosity around a casting session searching for ‘French Spoon Boys’ ahead of consumer trial events. On top of major outdoor events in Shanghai and Guangzhou, we designed office sampling events via online voting to extend the campaign reach.

Change: Over 25,000 consumers reached through physical events, 2,000 original micro blog (Weibo) posts generated for the launch, Over 500+ mentions for each office sampling event and 23 million media impressions.

DANONE

DIGITAL AND SOCIAL MEDIA BRAND ECOSYSTEM

GALAXY ENTERTAINMENT

Combining their digital targets with strategic and tactical partner opportunities in mainland China, we used our proprietary tools to produce a framework to serve as a roadmap for the next two years and as a consistent reference to assess the impact of digital campaigns. We mapped out a complete digital ecosystem and produced a consumer journey for each target audience, key imperatives and platforms and a channel by channel activation plan for the year ahead.

Our task was to build a digital and social media marketing ecosystem for the Galaxy Entertainment Group’s (GEG) integrated resort in Macau which was focused on building awareness and preference amongst visitors from Tier 2 and Tier 3 cities in China.

Challenge: Grow the social media community on China's popular WeChat mobile platform and create a sustainable level of audience engagement for the brand that translates into referrals as well as inbound travel enquiries.

Creative: We designed a flexible yet strategic storytelling-based content plan for Tiger Air's WeChat channel. Fully responsible for all creative content development duties, as well as for community management on the channel, our channel, our digital team took a balanced approach to marketing and lifestyle content, crafting relevant offers that capitalized on what was trending on social media in China across various popular social media platforms.

Change: Quickly acquiring an active and loyal fanbase of over 3,000 fans with the highest readership ever achieved for a story posted by the brand to WeChat at nearly 1,000 unique views.

CHATTING IT UP ON MOBILE

TIGER AIR