The Story: 

As the first outsourced marketing company hired by Sangean to build their digital brand to move from B2B to B2C, our team came up with an overall marketing strategy roadmap that would stretch out to two years over it’s completion. The goal was for Sangean to take back the brand in two years and run it themselves.The first step was to create brand new assets that included new videos, photos, design, etc… The second step included jumpstarting their social media accounts and start building up a presence. The third step was to open up the e-commerce revenue stream by building an e-commerce website that would sell their products while we ran the ads. We completed and executed every project we set out to do, and still work with Sangean till this day for the past 4 years now.

Step 1: Brand New Assets

1. New Product Photos & Product Commercial – Creating a digital presence for an already 45 year old traditional brand meant we needed new photos and videos that were hip. Our production team produced new assets for the newly launching Sangean WR-7 model. We soon took over all the photo-shooting duties for all their products to get ready for social media launch.
2. Factory Craftsmanship Film – To help consumers better understand Sangean’s craftsmanship, we flew to Sangean’s factories in China to film a closeup of how the Sangean radio speakers were constructed. Footage of this film was later shown on a TV special in Taiwan about Sangean.
3. Updated Company Powerpoint – Many B2B have poorly designed PPTs, our graphic design team put together a new freshly designed powerpoint for Sangean to use both for B2C and B2b.
4. Updated Company Brochure – Getting ready for the trade shows, Sangean commissioned us to do their annual product catalogue. After extensive research, our graphic design team pulled out the best catalogue the company has had in 45 years.

Step 2: Social Media

With 6 total accounts (3 for IG & 3 for FB), our job was to jumpstart the social media and get the fanbase rolling.

1. Facebook & Instagram – We took over 3 accounts each for Sangean’s Facebook & Instagram: Sangean Global, Sangean Europe, and Sangean Taiwan.
2. Monthly Campaigns – We ran monthly giveaway campaigns that performed extremely well and really got us a ton of engagement on both Facebook and Instagram.
3. KOL Campaigns – We ran multiple KOL giveaway campaigns and collaborated with KOLs for these campaigns, results were great as both KOLs and their fans who won all liked the product very much. Engagement was also high for these campaigns.

4. Ads: We ran extensive Facebook, Instagram, and even a bit of google ads to expand our fanbase and the growth was exponential clearly shown on our social media accounts.

Step 3. E-Commerce Website

1. E-Commerce Website – Tasked with generating new revenue for the brand, our e-commerce team built a specific e-commerce website for Sangean’s local market of Taiwan to generate
2. Facebook Ads – To generate sales for the new website, our ads team ran monthly budgeted ads for the local Taiwan market and monthly revenue steadied after optimization in the first three months.

Step 4. E-mail Marketing

1. Monthly Campaigns – We established a new monthly e-mail marketing campaign to the current email subscriber list to increase engagement and awareness.
2. Social Media Integration – We integrated our social media monthly giveaway campaigns into the email as well as product announcements and other info.

Summary

1. 2-year journey to launch and establish Sangean’s brand digitally.
2. Photography and film asset creation for whole catalogue of products.
3. Grew social media accounts from scratch using growth and engagements ad and monthly campaigns.
4. Successfully established e-commerce website and facebook ads to generate a new revenue stream.
5. Established monthly email marketing campaigns.