BRAND CULTURAL AUDIT
Context
Our client has noted a potential discrepancy between the identity of the Maison and the local communication in China, as well as a limited understanding of the Chinese social media landscape. In hope to understand the jewelry brand’s perception & adapt its global communication strategy in China, our client sought our help to conduct a 3-step research project.
Outcome
Assisted the brand in localizing its digital communication strategy, enhancing its desirability, and establishing an exclusive & unique positioning in China
Methodology
Qualitative social media listening: assessing the perception of the brand Digital communication audit: analyzing the brand's digital communication, including cultural fit and semiotic decoding for Chinese audienceCommunication guideline & recommendations: providing communication guidelines for the brand to differentiate its content strategy and define the brand's voice in China
