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PLTFRM at 7th Global Footwear Sustainability Summit

By | Branding, Insight | No Comments
PLFTRM’s creative strategist Gregory Moulinet attended the 7th Global Footwear Sustainability Summit, sharing the XinTianYuan’s case study. Now a global leader in textile manufacturing, XinTianYuan is a great story of leadership by a young CEO Sun Wei (Paul), turning against all economical odds, a highly polluting business into a sustainable one, ecologically and financially.
When XinTianYuan requested PLTFRM to develop their brand image, the issue was not about, “how to sell more”, but “how to tell their story” to attract the right employee, talent, partner, and investor. PLTFRM suggested to get away from talking about the product they were manufacturing, to focus more on HOW and WHY they were manufacturing it.Using the example of Interface, a modular carpet manufacturer and the late Ray Anderson’s inspiring message as a model, PLTFRM crafted XinTianYuan’s charismatic identity by extracting Paul’s drive and the impact he had on his own company by courageously shifting the conventional textile manufacturing dyeing process to “top-dye”. This shift allowed to save 90% of the waste water and limiting the spewing of toxic chemical into the sewage system. This change in technology did not go smoothly. It took the patience of 3 long years for Paul to see results and reap the rewards of his leadership.By telling this successful story to the leaders of the footwear industry, Greg aimed to demonstrate what it took to become sustainable and how branding and the power of storytelling can amplify a positive dynamic raising ethical principles with a better profit.

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Branding Tips to Strive in Chinese E-commerce Environment

By | Branding, Digital Communication, Insight, Marketing Strategy | No Comments

Retail is the essence of e-commerce

In the concept of new retail, it’s all about efficiency and lowering the cost of attracting new users is one of the key requirements of e-commerce platforms. Over the past 10 years, the arrival of “smart internet era’ and “Internet 3.0” gave plenty of possibilities for e-commerce sector to boom, and new platforms like Chinese brands 3songshu, Suncha, Chahua and others to operate successfully. Nevertheless, Taobao remains the leading e-commerce Platform in terms of overall traffic and sales, so we take it for the analysis in this article.

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Is Your Brand Late for Douyin Marketing Yet?

By | Branding, Digital Communication, Insight, Marketing Strategy | No Comments

You don’t need to follow closely what’s happening in the Chinese digital space to know one of the hottest topics—Douyin. Daily active users breaking 150 million, monthly active users reaching over 300 million, collaboration with Taobao, campaigns by big brands like BMW—the app has been all over the news lately. PLTFRM analyzed what are the next opportunities in Douyin marketing and how brands can use the app for promotion.

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Rules and Habits of a Bilingual Copywriter

By | Branding, Creative Copywriting, Digital Communication, Insight, Marketing Strategy

In a world, where everybody seems to have an opinion about writing and think they can do a copywriter’s job better, the struggle is real. Bilingual copywriters, however, maybe try twice as much, as they constantly shift between languages, aiming to bring understanding between different cultures.

At PLTFRM we solve different branding tasks with words: from strategy and core belief, to website, social media content and digital campaigns. Today, we want to share with you some rules and habits that our bilingual copywriters follow, to write effectively in Chinese and English.

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What you need to know about brand colors

By | Branding, Creative Copywriting, Creative Design, Digital Communication, Insight

The world’s most famous brands are generally known by their corporate colors too: just remember Hermes’ orange, Tiffany’s blue, McDonald’s yellow, or Starbucks’ green. These brands incorporate colors into their strategy, enhancing brand’s uniqueness and identity, which can help to communicate the brand’s message and core values more clearly.
How can a brand choose its own color? Here’s a crash course on brand colors from PLTFRM’s senior designers. Read More

Ultimate Guide to Wechat Public Accounts

By | Digital Communication, Insight, Marketing Strategy

The ‘opening rates’ for public accounts keep sliding down, despite the fact that combined, WeChat and its foreign version reached 1 billion monthly active users. Opening rate of less than 3% is reported in the industry,  and  PLTFRM data reveal that without  any promotion the opening rate of some some content doesn’t even reach 1%. Here, step by step PLTFRM analyzed what users do on WeChat and how to break through the average, increasing the exposure for public accounts. Read More

If Weibo Closes, Where Will Brands Put Their Ads?

By | Branding, Creative Copywriting, Digital Communication, Insight, Marketing Strategy

Digital landscape in China is changing and navigating between different players to use different platforms’ strengths at the advantage of a brand is not an easy task. Despite media’s attacks on Weibo, it continues to add monthly active users at 25% rate every year. Today, PLTFRM shares with you why a new brand, establishing its social media presence in China from zero should start with Weibo. Read More

2018 Olympics Marketing. Why Not Everyone Can Do It

By | Branding, Creative Copywriting, Marketing Strategy

The Olympics serve as one of the most visible global marketing stages, but not every brand can use this promotion opportunity. If the company doesn’t splurge on sponsorship, the Rule 40, a bylaw in the Olympics Charter, prevents it from riding the Olympics hype train. As Adweek explained, it means for instance,  that a brand cannot as much as mention ‘Olympics’, or ‘Team USA’, and best not even to use “Pyeongchang” in social media and other marketing channels during the Games not to get into hot waters.

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Beyond Amazon Go: what are the supermarkets of the future

By | Branding, Digital Communication, Marketing Strategy

Amazon Go and Alibaba stores On January 22,  the long-awaited Amazon Go store finally opened in Seattle, making a grocery shopping revolution: no lines, no cashiers, just walk-out technology all sounds like the future has already arrived. To shop, you’ll need to scan a QR code from the Amazon Go app entering the store, and after that the app will do the work fo you. Once you pick something up, it’s automatically added to your virtual Amazon shopping cart and removed from it, if you change your mind. Thanks to ‘just walk out technology’, the store will automatically charge your Amazon account, once you’ve finished shopping and leave Amazon Go.

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Out of Their League? Leonardo DiCaprio’s Endorsement of Youxin

By | Branding, Creative Copywriting, Insight, Marketing Strategy

Leonardo DiCaprio’s career trajectory has taken a new twist, unexpected to the actor’s fans: he’s the new brand ambassador for the Chinese used car website Youxin. The campaign, featuring a non-speaking role of DiCaprio, rolled out at prime time—during Winter Olympics on China Central Television’s sports and movie channels, and now you see Leo’s face on the elevator ad-screens and billboards. PLTFRM creatives has given a look at this piece of news from a branding perspective.

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WOC Campaign: ‘Love Wine, Love Chile’ Mini-series

By | Branding, Creative Copywriting, Digital Communication, Marketing Strategy

Here are some updates about the second stage of our “Love Wine, Love Chile” campaign. A while ago we gave you a sneak-peak of the amazing journey, by posting the travel journal of our crew onsite. Now, we want to share the first 10 episodes finally available online. Other 2 yet to come! Keep up with Edward and Claire’s Chilean adventures!

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