Brandigo

Brandigo's China Insight Research analyses a client's target audience, competitors and opportunities in China so decisions rest on evidence. Audience work looks at Chinese consumer behaviour, regional variation and the local digital landscape, using qualitative interviews, value driver research and nationwide focus groups and surveys to produce a detailed audience profile. Competitor analysis maps local and international players' products, positioning, messaging, channels and campaigns to show where a brand can stand apart.

Built for

International brands that need to understand Chinese customers, competitors and opportunities before committing to the market.

Includes

Stakeholder InterviewsCompetitor AuditsValue Driver ResearchPersona Development & Market SegmentationFocus Groups

Clients get

• Detailed profile of the Chinese target audience
• Products and services tailored to Chinese preferences
• A differentiated brand position in China
• Well-informed business decisions for China

Selected work

• Ahmad Tea Competitor analysis, surveys and focus groups that identified Gen Z professionals in tier 1 and 2 cities.
• DSM / life'sDHA Surveyed urban Chinese mothers aged 30-40; findings fed news stories, social content and a media event.
• Kadence (Sino Engineering) Workshops and customer interviews on value drivers to ground a global rebrand.

Result

Almost 1,000 participants at launch Ahmad Tea. Research and competitor analysis pointed to Gen Z professionals in tier 1 and 2 cities, leading to a WeChat fruit tea personality experience.

Outcome

Decisions in China grounded in audience research

This service shapes a brand's position and messaging for China, then picks the channels to reach its audience. Brandigo's Chinese copywriters build messages in Chinese and English from research on the brand and audience, and draft messages can be tested with that audience before a decision is made. Channel selection weighs audience, budget and objectives across options such as WeChat, Weibo, Douyin, trade magazines or events; the agency describes itself as channel-neutral.

Built for

Brands breaking into China that want to avoid spending on the wrong strategy and tactics.

Includes

Messaging DevelopmentGo-to-Market PlanningBrand NamingPractical Strategy Recommendations

Platforms

WeChat (opens in a new tab)↗WeiboDouyin

Clients get

• Avoid spending on the wrong strategy and tactics
• Messages that break through the clutter
• Channels chosen to maximise reach and ROI
• Decisions informed by message testing

Selected work

• Goose Island (AB InBev) Positioned the craft beer around craft and quality, launched via WeChat and KOLs in Shanghai & Beijing.
• i-Health / Culturelle Developed the Chinese brand name, logo and launch collateral for the US kids' probiotic.

Result

150+ points of sale in Shanghai Goose Island (AB InBev). Launched a craft beer virtually unknown in China across Shanghai & Beijing, with 25 million impressions and an e3 Gold Award.

Outcome

Chinese positioning, messaging & the right channels

Brandigo's in-house Chinese designers and copywriters produce visual and written content localised for Chinese audiences. The scope runs from brochures, WeChat posts and visual identity localisation to photo and video production from storyboard to post-production, Simplified Chinese copywriting including B2B white papers, and print and digital magazines. It also covers platform-specific social content and websites with Chinese domain registration, hosting and China SEO, with copy written to respect local regulations and cultural sensitivities.

Built for

Brands that need culturally relevant Chinese assets made in-house, from social posts to magazines and websites.

Includes

Chinese CopywritingCampaign VisualsVideo & Photo DirectionBrochure & Magazine DesignWebinar ProductionWebsite & Social Assets

Platforms

WeChat (opens in a new tab)↗REDWeiboDouyin

Clients get

• Culturally relevant assets for Chinese audiences
• A clear brand message in Simplified Chinese
• Websites built to comply with local regulations
• Social content that drives awareness and engagement

Selected work

• Boeing China Localised FliteDeck Pro videos with Chinese subtitles and voiceovers, plus WeChat trade articles.
• Samsung Designed and built an interactive Chinese B2B website showing the benefits of AMOLED screens.
• Costco Creates Costco's in-warehouse magazine in China.

Result

Boeing China. Localized Jeppesen FliteDeck Pro videos with Chinese subtitles & voiceovers, plus WeChat trade articles for the aviation community.

Outcome

Localized design, copy & video for China

Brandigo builds and grows brand presence on Chinese platforms including WeChat, Weibo, Douyin and Little Red Book. It starts with strategy: which platforms, content formats and posting schedules suit the brand, and how to mix global content with locally made content. Its Shanghai-based team then creates content and manages accounts on annual retainer, covering posting, audience interaction, fan growth campaigns, paid push and performance monitoring, plus Facebook, LinkedIn and Instagram campaigns outside China.

Built for

Brands that want to build and run their presence on WeChat, Weibo, Douyin and Little Red Book with a team on the ground in China.

Includes

WeChatWeiboDouyinLittle Red BookContent Planning, Copywriting & DesignFan Growth & Paid Amplification

Platforms

WeChat (opens in a new tab)↗WeiboDouyinLittle Red BookFacebook (opens in a new tab)↗LinkedIn (opens in a new tab)↗Instagram (opens in a new tab)↗

Clients get

• Engagement with Chinese target audiences
• Brand loyalty built on Chinese platforms
• Consistent posting and audience interaction
• Presence optimised through performance monitoring

Selected work

• Goose Island (AB InBev) Weekly WeChat content and KOL outreach promoting 26 launch events across Beijing and Shanghai.
• Costco Set up, created content for and managed Costco's WeChat channel for its first mainland warehouse.
• Kadence Retainer social management on LinkedIn, Instagram and WeChat for English and Chinese audiences.

Result

200+ qualified leads in 4 months UK Department for International Trade. A Chinese mini-site plus PR, paid media & WeChat advertising promoted 15 UK infrastructure projects, reaching 750K impressions.

Outcome

A managed, growing presence on Chinese social

Brandigo builds relationships with Chinese media so a brand's story reaches the right audience. Work begins with a media strategy fitted to China's media landscape and regulations, then moves to press releases in English and Chinese, outreach through established media contacts, press conferences, executive interviews and onsite exhibition support, with tracking and reporting. The agency also plans for crises, offering strategy, media monitoring, spokesperson training, localised messaging and on-the-ground response support.

Built for

Brands that need relationships with Chinese media, press coverage and a plan for handling a crisis in China.

Includes

PR PlanningBilingual Press ReleasesPress Conferences & Executive InterviewsChina Media RelationsExhibition SupportCrisis Communications

Clients get

• Brand credibility and awareness in China
• Coverage through established media relationships
• Crisis plans that limit reputational damage
• Spokespeople trained for media and stakeholders

Selected work

• Vocai Bilingual release and embargoed launch that produced 25 media articles within one week.
• i-Health / Culturelle Press and distributor launch with pediatrician Dr. Cui Yutao and 70 journalists.
• DSM / life'sDHA Survey-led media event with Dr Hilary Jones attended by over 80 media.

Result

90 journalists at launch press conference Costco. Costco Shanghai sold over 100,000 membership cards before opening, more than any Costco worldwide.

Outcome

Credible coverage & managed reputation in China

Generative Engine Optimization structures a company's content so Chinese AI platforms, namely DeepSeek, Baidu ERNIE and Tencent Yuanbao, cite it when answering industry questions. Brandigo works on two layers. It turns the client's website into a source-of-truth hub of structured product pages, comparison tables, application guides, compliance explanations and scenario-based Q&A. It then distributes that content through industry media, technical portals, professional communities, white papers and WeChat Official Accounts linked back to the site.

Built for

International B2B companies whose engineers, buyers and procurement teams in China research vendors through AI assistants.

Includes

DeepSeekKimiBaidu ErnieAI-Focused Content CreationPR Placement for AI Visibility

Platforms

DeepSeekBaidu ERNIETencent YuanbaoWeChat Official Account

How it runs

1. Build a source-of-truth content hub on the website
2. Distribute content across AI-trusted channels

Clients get

• Higher citation frequency and accuracy
• An edge as AI discovery becomes the norm

Outcome

Your brand cited in Chinese AI answers

Brandigo designs and runs multi-channel brand awareness campaigns for China built on local trends and cultural insight. Each campaign pairs a creative concept and marketing assets with a channel recommendation that may include KOLs, media outreach, advertising and performance marketing. Planning follows the agency's China Customer Value Methodology, which asks about Context (who the audience is and where they spend time), Content (what message will break through) and Channels (what suits the budget and objectives).

Built for

Brands that need multi-channel awareness campaigns built on local trends and cultural insight in China.

Includes

Creative Concept DevelopmentAsset CreationChannel RecommendationsKOL PartnershipsMedia Outreach & Advertising

How it runs

1. Context: define who the audience is and where they spend time
2. Content: create messaging and creative that breaks through
3. Channels: choose platforms that fit the budget and objectives

Clients get

• Brand recognition and loyalty in China
• Transparent, goal-oriented marketing tactics
• Channels matched to budget and objectives

Selected work

• Ahmad Tea WeChat fruit-tea personality quiz pushed through owned media, live streams and KOLs.
• UK Department for International Trade British Gin Garden events in Beijing and Shanghai; winner of a Transform Award.
• Boeing China B2B awareness campaign for Jeppesen FliteDeck Pro via aviation trade media and WeChat.

Result

80+ media at launch event DSM life'sDHA. A survey of mothers and a media event with Dr Hilary Jones drove countrywide coverage and more business from DSM partners.

Outcome

Brand recognition among Chinese audiences

This service connects international B2B companies with decision-makers in China and turns that reach into leads for sales teams. Brandigo maps channels to the target audience, develops high-value content such as white papers, builds landing pages on websites or within WeChat, and promotes campaigns through WeChat, Baidu and trade media, with regular reporting and adjustment. Supporting work includes Baidu and WeChat advertising, content marketing, webinars and virtual events, CRM setup and analytics.

Built for

B2B companies that need to reach decision-makers in China and feed leads to their sales team.

Includes

Lead Generation Campaign PlanningAccount-Based MarketingChannel RecommendationsFull Campaign ImplementationBaidu, WeChat & Little Red Book Advertising

Platforms

WeChat (opens in a new tab)↗Baidu

How it runs

1. Map channels to reach the target audience
2. Develop white papers and other high-value content
3. Build landing pages on web or WeChat
4. Promote through WeChat, Baidu and trade media
5. Report, adjust and review regularly

Clients get

• High-quality leads for the sales team
• Thought leadership through industry content
• Efficient lead tracking and nurturing
• Strategies optimised for maximum ROI

Selected work

• UK Department for International Trade Chinese mini-site plus PR, paid media and WeChat ads; over 200 qualified leads in four months.
• Boeing China WeChat trade articles and a landing page to collect leads from aviation stakeholders.

Result

ROMI of over 10x National Instruments. A WeChat semiconductor quiz for target test engineers drew 20,000 engagements and has run three times.

Outcome

Qualified B2B leads from Chinese decision-makers

Brandigo runs China advertising campaigns across major digital channels in display, pay-per-click and advertorial formats. For Baidu PPC it handles account setup, keyword research, Chinese ad copy, landing page optimisation and reporting. For WeChat it plans Moments and Search Ads, produces creative, sets targeting and manages budgets. It also creates B2B trade ads for print and online, negotiating media purchases on the client's behalf, including with state-owned media, and reports transparently.

Built for

Brands that want to ramp up China marketing quickly with search, social and trade advertising.

Includes

Baidu PPCWeChat Moments & Search AdsB2B Trade AdvertisingKeyword Research & TargetingLanding Page OptimisationPerformance Analysis & Reporting

Platforms

BaiduWeChat (opens in a new tab)↗

Clients get

• Quickly ramp up China marketing
• Smart channel selection and budget spend
• Better conversions and quality scores on Baidu
• Better media deals through negotiation

Selected work

• Samsung Three-month PR, paid advertorial and banner ad campaign promoting AMOLED to phone makers.
• UK Department for International Trade Paid media and WeChat advertising driving traffic to a Chinese mini-site for UK projects.

Result

Record pre-opening membership sign-ups Costco China. Localized WeChat Moments ads across three cities supported three new warehouse launches in 2023.

Outcome

Targeted paid reach across China's main channels

Brandigo helps companies communicate their ESG work in China, where suppliers face rising standards and multinationals increasingly require sustainability certification such as Ecovadis ratings. Support covers ESG reports prepared to international standards, messaging and PR aimed at investors, customers, employees and regulators, employee engagement and training programmes, guidance on ESG-related crises such as environmental incidents, and industry benchmarking to identify best practices.

Built for

Companies and suppliers in China facing rising ESG expectations, including sustainability ratings such as Ecovadis.

Includes

ESG Communications StrategyMessaging DevelopmentESG PRInternal Communications

Clients get

• Transparency through reports to international standards
• ESG initiatives conveyed clearly to stakeholders
• Less reputational damage from ESG crises
• Better ESG performance through benchmarking

Outcome

Clear ESG messaging to China stakeholders

This service supports Chinese B2B companies expanding abroad, helping them move from product-driven communication to brand-led growth in international markets. Working from Shanghai with partners in its agency network across the Americas, Europe, the Middle East, Asia Pacific and Africa, Brandigo follows three stages: Align (global positioning, insight research, go-to-market planning), Build (global websites, sales decks, brand systems) and Activate (LinkedIn, Google Ads, ABM and campaign execution).

Built for

Chinese B2B companies expanding abroad that need to move from product-driven to brand-led communication.

Includes

Brand Strategy & NamingWebsite DevelopmentSEO & Generative Engine OptimisationLinkedIn MarketingContent MarketingPR & Demand Generation

Platforms

LinkedIn (opens in a new tab)↗Google Ads (opens in a new tab)↗

How it runs

1. Align: positioning, insight research & go-to-market plan
2. Build: global websites, sales assets & brand systems
3. Activate: LinkedIn, Google Ads & ABM campaigns

Clients get

• Credible, trusted brands in international markets
• Marketing culturally relevant to each market
• Brand-led, market-ready growth

Selected work

• Kadence (Sino Engineering) Bilingual naming, visual identity, website and global launch for a Chinese auto design firm.
• APMT CES New positioning message, website, sales assets and LinkedIn presence for a port crane services firm.

Result

APMT CES. New messaging, a global website and a LinkedIn presence for a port crane engineering services company.

Outcome

Chinese B2B brands ready for global markets