LET’SAbout Us
Almost 60 years , GolinHarris was founded by a young PR maverick who had spotted a nascent chain of hamburger stands and had a big idea. As courageous as he was innovative, Al Golin placed a cold call to McDonald’s founder Ray Kroc and a client/agency relationship that has endured for more than half a century was born.
Since that day’ GolinHarris reputation has been one of an innovator and leader in progressive corporate and consumer communications. McDonald’s is still a client today.
July 2014, GolinHarris rebrand as
Dec 2015, GOLIN China integrated with local activation agency as Introduction Video150 people 16+ years experience
3 offices Reaching 30 cities
Local knowledge International networkOur China PresenceGOLINMAGIC has 3 main offices across key cities like Beijing, Shanghai and Guangzhou. Additional offices in outlying cities such as Hong Kong and Taiwan further expands our effective footprint to more than 30 mainland cities.We’re CollaborativeAs part of Interpublic Group (NYSE:IPG) we are able to offer clients the full range of marketing services through complementary agencies like Jack Morton, FutureBrand and Octagon.Awards and Industry RecognitionWe’re proud of the work we do, and even prouder when it is recognized by our peers. Since 2013, we’ve been awarded Agency of the Year nine times. It’s a testament to our team’s excellent work and dedication to innovation and client service.2015
PRWeek Global: International Agency PRWeek Asia: South Asia PR [GOLD] PRWeek Asia: Public Education [GOLD]
PRWeek Asia: CSR Campaign [SILVER] PRWeek Asia: APAC Campaign of Year [SILVER]
SABRE Awards South Asia: Corporate Social Responsibility [GOLD]
PR Awards: Best PR-led Integrated Campaign [GOLD] PR Awards: Best Community Engagement [GOLD]
Marketing Event Awards: Best Media Event [GOLD] Marketing Event Awards: Best Product Launch [GOLD]
2014
PR Awards: Awards Champion PR Awards: Best Event-led Campaign [GOLD]
PR Awards: Best Digital Strategy [GOLD] PR Awards: Best use of Influencers [GOLD]REGIONAL PRACTICES
Corporate Communications
Consumer Marketing
Healthcare
Technology
Digital CommunicationsOur Capabilities & Regional Practices
What Sets Us Apart?STRATEGISTS
Business analysts who understand the forces that will impact a client’s future.CATALYSTS
Change agents who drive the integrated execution of client campaigns.CONNECTORS
Channel experts who engage audiences through 15 distinct touch points.CREATORS
Bold thinkers gifted at generating targeted content and new ideas.We’re structured differently…to win & Serves you betterThe Bridge™ is our connected network of newsrooms across five continents – and in more than a dozen languages – delivering results across earned, owned and paid media. In a constantly connected and ever-evolving world, we drive relevance for our clients with The Bridge.
A global network of media and digital experts – including seasoned journalists, social specialists, analytics experts and rapid content creators – our teams collaborate and curate to discover actionable opportunities and execute ideas at the speed of culture.Our Toolshe Bright Collective™ is a co-creation portal where a dazzling collection of diverse creative minds drawn from a range of industries come together to think up big ideas. It combines global perspectives, diverse areas of expertise and people from multiple backgrounds and geographies to generate big, channel neutral ideas that work across various markets.Brand Story is our rigorous strategic planning process. Our approach is grounded in proprietary and secondary research, which we use to develop unique insights that drive the platform, strategies, tactics and results. Every organization, company and brand has a story to tell. We’ve made it our mission to discover that story and tell it in the most captivating way to motivate change.Brand Voice offers a more thoughtful and scientific approach to the art of storytelling. With a laser focus on writing clear, consistent and effective content, the Brand Voice model has helped dozens of Golin clients tell great brand stories that change perceptions, drive trust and inspire action.ThinkCreateDeliverOur Digital CapabilityThe Bridge
holistic engagement centersA holistic engagement network pioneered by Golin to give your business a front-row seat to the most important conversations, broadcast and news headlines tied to your industry.
With 13 command centers across the world, the Bridge pairs mainstream and digital media experts with creative specialists like copywriters, digital designers and video producers to uncover storytelling opportunities in real time, deliver critical business insights, engage influencers and customers and create the content that shapes news and conversations.
Los AngelesChicagoLondonShanghaiTHEBRIDGE offers a one-stop marketing management platform which is based on comprehensive, real-time data gathered from digital platforms to help you focus your marketing efforts.Introduction VideoWe Have The ExperienceSingaporeChallenge:
As a popular street footwear brand in Asia, VANS has always contributed to promote the local youth culture through skate, music, art and street culture. And VANS wishes to accelerate its digital capability to further connect with local Expressive Creative and inspire more creative expression.
Creative:
We developed a 2-year digital strategy to help VANS deliver the best-in-class digital ecosystem (including e-Commerce, O2O, official website, paid media, CRM, social media and brand PR etc.) to Expressive Creative.
Change:
As the first phase of the strategy, we helped VANS revamp the official website as the hub to house everything about VANS to allow fans to be connected and inspired by VANS. During House of Vans APAC 2015 – the biggest brand campaign that allows local young to express, to celebrate and to enjoy their youth culture, we utilized effective paid media to drive and convert online traffic into offline participants. To celebrate the lunar year of the monkey and deliver the message ‘VANS IS MISCHIEF’, we helped VANS launched the integrated ‘YEAR OF THE MONKEY’ campaign covers VANS website, social media collaboration, UGC campaign activation and E-Commerce to deliver a 360-degree campaign throughout path-to-purchase.
As the result, 5,000 limited edition product are sold out within first 7 days. While New Balance enjoys high recognition in the “running” sector and its international brand image of “wellness”, it’s not as well known among Chinese concern.
The primary purchasers of sneakers in China are young adults who buy more based on fashion rather than wellness.
Golin created more association to fashion and trendy lifestyle media topics rather than sports.
Managed the product shooting to fulfill fashion media interests.
Engaged over 50 fashion-oriented online influencers to create WoM buzz.
Co-managed its owned media Sina Microblog to integrate online influencers and PR messages.
LIFESTYLE BY ASSOCIATIONGOLINMAGIC & CLEAR Integrated Sponsoring Soccer Champions PartnershipBACKGROUND
Clear was launched in China in 2007, now is the 2nd largest Anti-dandruff shampoo brand in hair category with 10% market share. One of the key job to be done is to accelerate the growth of Clear men by further building brand love among male consumers.
INSIGHTS
In China, over 80% of Men TA watch or participate sports. Sports platform is proven to be a workable way for Clear to engage with TA and build brand love.
Evergrande Football Club(EFC) is a Chinese sports entity with a reputation of excellent, winning performances, who is the champions of both the AFC Champions League and Chinese Football Association Super League. This team of winners would bring the message of unbeatable top performance and bring opportunities to create great content as we engage our audience, build the brand, and build relevancy.
IDEA
To engage our TA, we wanted to tap into their love of sport. Given CLEAR Men’s strong connection to football, we recruited a dynamic team to broker a high-profile partnership between CLEAR Men and Guangzhou Evergrande Football Club, champions of both AFC Champions League and Chinese Football Association Super League. GOLINMAGIC & CLEAR Sponsoring Soccer Champions PartnershipPR ReleaseSina Sports Channel CoopIn-store ActivationOOH Consumer EngagementSocial Media ActivationAPPROACH
RESULTS
More than 1.5 million people cheered the team on social media during the first campaign week.
More than 620 positive sponsorship announcements appeared on TV, newspaper and online, reaching and estimated 59 million people.
The “Winning moment”- build branded content (Video) and using social listening tool to identify china soccer related conversation and seeding the content on social platform . The brand content generated more than 50 million views.
In-store activation in Wal-mart, sales increased by 700% during the campaign period.
Market Share: The campaign drove bigger sales increases for CLEAR than competitor H&S. 2013 Apr vs 2014 Apr - Clear: 9.21 to 11.14 (193 bps) / H&S: 20.47 to 20.17 (-30 bps)
CLEAR brand equity grew significantly. 2013 Q3 vs Q4 - Clear: 24 to 26; H&S: 30 to 30. 挑战：2015年，为了庆祝新航进入中国市场30周年暨新加坡建国50周年，新航推出了“食全时美”全新机上中式餐食概念。高诚公关的任务是如何能够在发布新餐食概念、提升公众对新航认知度的同时，展现新航在机上餐食方面上一如既往的创新精神与行业领导地位。
创意：高诚公关于2015年6月为全新机上中式餐食概念的推出策划了一场发布会，并邀请了国内主流媒体参加。整场活动完美地展现了新航用心服务中国乘客的承诺，并向媒体和嘉宾展现了其在机上服务与产品创新上一如既往的努力。媒体与嘉宾在现场品尝到了由知名主厨朱俊先生、美食评论家沈宏非先生共同参与研发的“食全时美”全新机上中式餐食。
蜕变：“食全时美”全新机上中式餐食概念发布会共有60家国内主流媒体应邀出席，并现场品尝了全新推出的菜品。媒体与嘉宾均对菜品品质及中式口味赞口不绝，对新航的努力给予了高度评价及肯定。活动后一个月内，我们共监测到77篇来自大众媒体、经济类媒体、行业媒体、电视台及视频网站的活动报道，共计媒体价值585万人民币。所有的新闻均正面报道了新航的“食全时美”全新机上中式餐食概念，使得其在中国市场赢得了更多喜爱。同时，北京电视台也在活动现场采访了新航发言人，并在《北京您早》节目中播出了长达2分钟的新闻报道。此外，优酷视频与爱奇艺视频也播报了发布会新闻，并在其新闻与旅游频道首页上分别推荐了这一活动。新加坡航空公司：“食全时美”全新机上中式餐概念DOVE<心的节奏>音乐剧携手金秀贤新闻发布会23挑战：2014年，德芙最新TVC广告片“心的节奏”三天上映突破3000万，如何继续扩大宣传及媒体影响力？
蜕变：借助电视、电台、视频、手机客户端、平面、网络等媒介为平台，形成全方位的立体组合报道形式，媒体价值超过1亿元。
在短时间内迅速提升了业界、受众、媒体对德芙品牌的知名度。
创意：我们邀请了德芙最新代言人金秀贤前往玛氏巧克力工厂参加庆功会活动。通过利用两位明星（邓紫棋&金秀贤）的影响力和创新的形式（音乐剧）创建对于消费者来说最有吸引力的故事，不断地吸引消费者的注意力。挑战：多芬主品牌希望通过百万见证，与真正的消费者分享他们关于美丽的观点。这个想法来自于一次消费者调查。多芬应该如何将它关于真美的观念与产品有效性联系起来？我们应该怎样吸引目标消费人群和消费者，并且树立品牌口碑，激发她们的参与性和试用产品的热情？
创意：我们在线上投放了一个视频调查，使这个挑战更具象化——视频调查结果，只有4%的中国女性敢于宣告她们的美丽。随后，我们通过微博、多芬活动网站和另外两个社交网络平台对1亿消费者进行采样、见证，让她们试用多芬的产品并且附上使用心得。10位意见领袖也参与其中，为我们的活动背书，并且鼓励更多的女性参与进来。
蜕变：超过1500万中国消费者参与活动，创造了高达441,800,000的媒体印象，多芬真美视频的点击量达到59,018,350。多芬：1500万
真美女性活动背书面包新语: 2015新加坡总部及中国区域总经理危机管理培训挑战：通过系统的危机管理培训及模拟演练，提高大中华区的总经理级别的管理人员对中国媒体环境的了解，同时学习使用相关的危机公关的工作方法。
创意：系统知识讲座和模拟场景演习的方式相结合，使受训人在充分理解知识概念的同时，可以马上开始场景演练，加深记忆，形成经验。
蜕变：现场超过15位高级管理人员接受培训，成功完成新闻发言人练习、公司声明起草、危机形势分析等项目培训，提高了个人的经验水平和应对能力澳门银河娱乐集团：建立数字营销生态圈我们的任务是为澳门银河娱乐集团建立数字营销生态圈来推广澳门度假酒店在中国二三线城市用户的知名度以及偏好度。结合我们对度假酒店住客的分析，我们运用公司自有的策略工具打造了一份为期两年的策略策划，来扩大澳门银河度假酒店在中国市场的影响力。同时，我们据此成功为澳门银河集团建立了数字营销生态圈，让品牌持续地通过意见领袖以及数字媒介渠道与潜在住客建立联系。宝马微型训练应用程序为了更好地管理分销商和展示产品，同时让经销商更容易学习产品，我们帮助宝马中国培训学院，为的销售员工发展微型训练应用程序。这个程序可以发布和更新产品信息、举行测试、审核经销商了解新产品和学习成果。迄今为止，有关程序拥有2,426注册用户，其中738名为长期使用者。其中的合格率为75%。
