Taiwan Expo USA
Challenge
The goal of The Taiwan Expo USA campaign was to secure attendees and educate audiences on Taiwan’s culture, innovative products, and the benefits of a Taiwan-US relationship. It was the first-ever Taiwan Expo held in the USA and with the team based in Taiwan, TAITRA enlisted the help of HireInfluence, an award-winning influencer marketing agency, to handle the event promotion and marketing. The campaign needed to include eight content types: Press release, Influencer reels + stories, OOH billboard ads, Print + digital ads, Digital media coverage (pre and post event), Paid social media, Organic social media, and Radio ads. Each ad, media placement, billboard, social post and influencer post needed to highlight the best Taiwan has to offer to encourage residents of the DC area to attend the live trade show. The marketing efforts needed to entice residents of the D.C. area to attend the event by highlighting cultural experiences and technological innovations that would be available to them at the event.
Solution
The key message for our promotional placements was to highlight Taiwan’s culture, innovative technologies and the benefits of a Taiwan-US relationship to attract people living in the DC area to check out the event. The event allowed attendees to catch a glimpse of what it would be like to visit Taiwan in real life and experience the culture first hand, even if they could not make it in person. This was showcased through various AR and VR experiences, cultural performances, crafts and temple square experiences, which live at the heart of Taiwan’s culture. Our billboard ads were visual representations of what attendees could expect at the event to grab their attention as they commuted throughout the city of DC. Our media coverage in local DC publications and our press release provided a detailed overview of what viewers could expect at the event and address frequently asked questions. Our social media content was engaging and educational to provide real-time information on event updates and details. In addition, WMAL radio attended the event and hosted giveaways to engage the audience and provide a meaningful and memorable experience; along with promoting the event on its website and radio show ahead of the event. The influencers utilized for this campaign had a strong following on Instagram within the locations and lifestyle category the campaign aimed to target. This aligned perfectly with the objective of driving awareness and traffic to the first-ever Taiwan Expo in the US as they were able to preview the venue within their content, build excitement about the event and showcase that the famous drink, bubble tea, originated from Taiwan. These audiences fell within the lifestyle, travel and technology verticals which made it the ideal audience for this campaign. Based on these verticals, the followers are interested in innovative technology, travel, culture, & international relations.
Results
The Taiwan Expo USA campaign resulted in over 7.1M impressions via combined media efforts through Press Releases, Social Media, Radio Ads, OOH/Billboards, Newspapers, Influencers, Paid Media. This variety of PR consisted of print, static, digital and video content both on and offline. The media pieces were not only diverse but they were positioned in front of a potential audience of over 343M. This allowed for a wide array of viewers to learn about the Taiwan Expo USA campaign and help us reach our goal of enhancing Taiwan Expo’s brand awareness and brand recognition, as well as promote the Taiwan Expo image as one of the leading trade shows. Through this maximized media exposure, we were able to attract as many exhibitors, visitors, and media from the U.S. to join Taiwan Expo USA 2022. We’re also happy to report that the campaign received over 135K engagements, 5.7K clicks and 102K messages opened. This shows that the content was engaging and captured the ideal audience’s attention. The types of media with the highest impressions on this campaign were: OOH/Billboards - 2.7M Impressions Influencers - 1.8M Impressions Washington Post Digital Ad - 1.2M Impressions This shows that OOH/Billboards dominated PR efforts with millions of Impressions from the direct audience within the proximity of the expo. The OOH/Billboards were a great way in building awareness while also introducing potential attendees to an event in their area. Regarding influencer efforts, both influencers Helen and Alex (DC Spot) showcased exceptional content that educated their audiences on Taiwan Expo USA, urged their followers to attend and also, gave their seal-of-approval on the event. The influencer content generated positive brand sentiment while also directing users to the Taiwan Expo landing pages. Lastly, the Washington Post Digital ad saw great results in creating touch points with audiences within the demographic. With over 1M impressions, the Washington Post Digital ad solidified the Taiwan Expo USA 2022 as a top trade show to attend. These three (3) media pieces were significant in building visibility, awareness and brand recognition with the Taiwan Expo USA.
HireInfluence
A full service influencer marketing agency, that specializes in transforming promotional visions into captivating digital content. Since 2011, HireInfluence has delivered innovative campaigns and impressive success stories for the world's most prominent brands. Award-winning expertise. Industry-leading results. Proud member of the Forbes Agency Council. SERVICES: - All-inclusive content strategies - Influencer curation and procurement -...
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.