CHINT

Increasing Share of Voice in Asia Pacific

Founded in 1984 in Zhejiang, China, CHINT spent the last 30 over years expanding its business globally to 150+ countries. The CHINT offices in Asia Pacific (APAC) primarily operated independently until 2022, when it officially opened its regional headquarters in Singapore. Before establishing its APAC headquarters, each regional office operated independently and conducted limited marketing activities and awareness of the company.

In the APAC region, CHINT’s presence wasn’t as established against key competitors. We surveyed CHINT to understand its business problem and conducted a key messaging workshop to define its business proposition in APAC. An audit was conducted in 2022 for the secured media opportunities of CHINT’s competitors, their key messages and content type, and CHINT’s share of voice (SOV) against them. Our initial audit showed that CHINT’s SOV against its competitors was 0.50%.

Fifth Ring leveraged data and analytics to measure CHINT APAC’s share of voice against their competitors at the start of the campaign and on an ongoing basis during the campaign period to solve their business problem of a lack of brand awareness. We also relied on our findings that indicate the marketing communications plans of their competitors that are Tier-1 when planning CHINT’s marketing communications plans to help the brand race towards tier-1 status.

The campaign was rolled out on mainstream, trade, and social media channels to garner the largest reach possible. For mainstream and trade media outlets, we specifically collaborated with outlets actively publishing news of CHINT’s competitors to reach the same group of audiences.