Context

  • Kim Tin is a diversified business entity. Prior to 2018, Kim Tin did not focus on Marketing. The brand was often mistaken for a gold shop. There was no comprehensive Marketing strategy in place.
  • Business objective: Drive sales and maintain competitive positioning.
  • Communication objective: Refresh the brand image, establish itself as a diversified business entity with an international presence, while increasing brand affinity and loyalty.
  • Marketing objective: Increase brand recognition both offline and online. Attract and retain new customers, while also enhancing motivation to expand international market share

Project overview

Execution

Rebuild the brand identity system

Content Angle
  • Share gold quality, commit to gold, gold responsibility
  • Event communication
  • Digital: Facebook, YouTube, TikTok
 
Results
  • Brand keywords: Top 1
  • Product keywords: 90% of keywords in top 1 and top 3
  • Average CTR index: 5 – 8%
  • Total campaign yields 24 million impressions and 110,000 clicks, over 200 customer data/year (2023 figures)
Effectiveness of communication
  • Each year Kim Tin has nearly 25 million total visits across multiple platforms.
  • Customers love and become more loyal by looking forward to the customer travel program every year.
  • Brand image is enhanced through customer experiences from corporate documents, user manuals and direct factory visits.
  • Impressing consumers, the Kim Tin brand is a multi-industry enterprise and always responsible to the community.
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