Brew Interactive

Carpenter

Client Story

OVERVIEW

Founded in 1889, Carpenter Technology is a global leader in high-performing specialty alloy materials and process solutions. Carpenter proudly serves a variety of markets including aerospace, transportation, defense, energy, medical, and more.

OVERVIEW

Founded in 1889, Carpenter Technology is a global leader in high-performing specialty alloy materials and process solutions. Carpenter proudly serves a variety of markets including aerospace, transportation, defense, energy, medical, and more.

THE CHALLENGES

Zero Online Presense in China

Despite being a global company and investing heavily into the Chinese market, Carpenter had no online presence in China. With limited resources in marketing, they reached out to us to help them to reach China customers.

Carpenter Technology has a global footprint, however very limited resources in China for Chinese marketing initiatives. The local sales team relies only on translated sales brochures and flyers to introduce their product – as the brand website is only in English.

Their brand was not present on any of the popular Chinese online platforms like WeChat or Baidu. When potential customers searched online, it was nearly impossible to find any relevant company or product info in Chinese.

THE RESULTS

Rapid Brand Awareness Growth

172%

Increased post exposure by 172%

(from 1206 in Jan 2022 to 3281 Dec 2022)

260%

Increased WeChat followers by 260%

(from 568 followers in Jan 2022 to 2044 followers in Dec 2022)

HOW WE DID IT

Building A Strong Online Brand Presence in China

1. Initial Research & Content Strategy

We started our campaign with Carpenter by gaining an in-depth understanding of their target audience and competitive market in China. Through comprehensive competitor research and identifying target audiences in detail, we developed an effective content strategy for the Chinese market.

2. Establishing a Robust WeChat Account

As the largest social media platform in China, we knew Carpenter needed to present on WeChat. We built the WeChat account for Carpenter Technology – handling everything from the application process, planning on menu setup within the account, and the full breadth of content creation.

After establishing the WeChat account in October 2021, we saw:

172%

Increased post exposure by 172%

(from 1206 in Jan 2022 to 3281 Dec 2022)

260%

Increased WeChat followers by 260%

(from 568 followers in Jan 2022 to 2044 followers in Dec 2022)

This in-depth, technical post details Carpenter’s Nimark 300 product, showcasing its most applicable use cases and benefits – notably golf clubs. It ends with an interactive quiz regarding the product and provides relevant contact information for those interested in taking a next step.

3. Building WeChat Content to Serve as a Focal Point

We decided to use WeChat as the foundation of our Chinese marketing efforts, so we developed the content on Wechat to serve as a mini-website for Carpenter Technology in China. Potential customers are able to search for detailed product introduction and information – all directly on WeChat.

This WeChat post goes into detail about Carpenter’s products and where they source their material, giving potential prospects vital information about what makes Carpenter unique. The post concludes with an interactive quiz and contact information to drive engagement.

This is another in-depth product video covering Carpenter’s Hiperco 27. It goes into great depth about the product’s use cases and applications, namely tech and electronics. It also contains a fun quiz to prime prospects and relevant contact information enticing them to reach out.

4. Continued Brand Growth in China

These solutions were just the starting point for Carpenter’s growth in China. We’re continuing to build a more visible presence on Baidu by establishing a Baidu Wiki, issuing press releases, and more.

We’re also continuing to create more diverse types of content and localize their brand videos to appeal to a Chinese audience.

We’re doing the same kind of content localization and optimisation for Wechat, as we seek to increase their reach on the platform.

5. A Growing Presence in China

Since launching Carpenter’s WeChat account and managing their content production, we’ve grown their follower account each month – some months seeing up to 75% growth. Their brand continues to grow as they establish their online presence in China.