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Interior
Digital Marketing
Salone del Mobile.Milano: Driving Global Design Awareness in Asia
Salone del Mobile.Milano: Driving Global Design Awareness in Asia
Challenge
Elevating Brand Awareness in the Asian Market
Salone del Mobile.Milano faced the dual challenge of strengthening its identity in China and reintroducing its prestigious events to the broader Asian market. The goal was to connect with design enthusiasts, professionals, and media while maintaining its Italian heritage and establishing cultural relevance.
Solution
Strategic Solutions by Branding Records
1. Boosting Awareness in China
To resonate with Chinese-speaking audiences, Branding Records developed a strategic communication plan that included:
- Market Analysis & Audience Profiling: Identified key trends, target demographics, and competitor positioning.
- Visual Identity Refresh: Updated WeChat graphics to enhance brand presentation and appeal.
- Cultural Integration: Featured interviews with renowned designers connecting Italian design to Chinese culture.
- Targeted Media Campaigns: Launched a WeChat campaign to grow the fanbase and drive engagement.
2. Promoting Events in Shanghai and Hong Kong
Branding Records amplified Salone del Mobile.Milano’s presence at two flagship events:
- Shanghai: Partnered with West Bund Art & Design for “The Orbit’s Orbit” installation, highlighting Italian design innovation.
- Hong Kong: Celebrated 25 years of “SaloneSatellite” with a temporary exhibition at Arts Pavilion West Kowloon.
Key promotional strategies included:
- Content Creation: Crafted engaging event announcements and coverage.
- Digital PR Outreach: Secured extensive media coverage before and during the events.
- Influencer Collaborations: Partnered with Key Opinion Consumers (KOCs) on Little Red Book (RED).
- WeChat Advertising: Focused on high-net-worth individuals and design enthusiasts.
Outcome
Enhancing brand visibility
Branding Records successfully:
- Strengthened Brand Visibility: Boosted WeChat followers and positioned Salone del Mobile.Milano as a cultural bridge between Italian and Chinese design.
- Engaged Broader Audiences: Attracted design professionals, media, and enthusiasts across Asia.
- Elevated Event Awareness: Increased attendance and conversations around the Shanghai and Hong Kong events.
A Foundation for Global Design Impact
Through targeted marketing strategies and culturally aligned storytelling, Branding Records amplified Salone del Mobile.Milano’s influence in Asia. The campaign not only enhanced brand visibility but also laid the groundwork for sustained engagement in the region, solidifying the event’s position as a leader in global design.
