Case Study 1 – Counterfeit Protection

Initiative

Eliminating counterfeit products inside the market.

Business Problem

Counterfeit products, trademark infringement and grey market resellers are top concerns for recognizable international brands growing their businesses in China.

Not only do these issues represent unrealized revenue for companies, but depending on how these counterfeit items are sold, they can easily threaten brand perception if consumers confuse fake items with authentic ones and have negative experiences.

Pantone approached WPIC to eliminate black market violators from numerous platforms, including its preferred third party e-commerce space: Tmall.


DETAILS

Solution

WPIC launched a custom and comprehensive programmatic audit of China’s leading e-commerce platforms, and collected and indexed every instance of the Pantone brand being sold online. A whitelist and blacklist were produced to protect approved vendors.

Then, WPIC leveraged its long-standing relationships with top platforms (Tmall, JD, Taobao, Baidu and others) to remove any instances of trademark infringement (as identified by the client and WPIC).

Whereas threatening legal action against counterfeiters can take months, WPIC was able to rectify those issues within days.

Result

By removing counterfeit violators from the digital space, companies can experience dramatic increases in revenue and retain total control over the brand experience.

Through this, Pantone’s legitimate products were the only items being sold on Tmall (the most popular B2C platform in China), both immediately and 5 years later. Other platforms require ongoing trademark protection monitoring and actions.

Thanks to the resulting increase in visibility and traffic and, ultimately, ROI, brands across the world are taking advantage of WPIC’s industry leading counterfeit protection solutions.

Case Study 2 – Tmall Ecommerce

Initiative

Colourful Strategies for Aggressive Growth.

Business Problem

Pantone approach WPIC and tasked the team with building an e-commerce presence in China for a globally-recognized brand, not only to raise awareness inside the market, but also to ensure that conversions and substantial revenue followed.


DETAILS

Solution

WPIC integrated a full list of SKUs and photos into Tmall, China’s most popular B2C e-commerce platform. Chat functionality was integrated into the store to seamlessly connect consumers with product specialists and customer service professionals.

Furthermore, WPIC developed and integrated a product and colour finder into the store, and in the process, those programs became only the seventh JavaScript exception in Tmall history. By leveraging its long—standing relationship with Tmall to accept custom tech integrations, WPIC helped Pantone’s e-commerce store stand out against the noise, and leaned on that tech integration to drive a fantastic user experience for the customers and revenue for the brand.

Result

After only three months, initial optimizations were launched and the Pantone e-commerce store 2.0 was unveiled with new offerings, optimized design and dynamic marketing strategies.

Through effective SEO, the Pantone store achieved number 1 rankings for highly competitive keywords, driving high volume traffic and conversions. A Baidu PPC account was created (then rare for driving traffic to Tmall), pulling in more traffic through ongoing optimizations.

WPIC also dominated relevant traffic sources (BBS, Forums, Portals) with Pantone advertising, identifying “low hanging fruit” and low cost, targeted and high traffic media buys. Finally, WPIC achieved 100% coverage of available banner ad placement inside of the Taobao system. This aggressive, leveraged and highly targeted e-commerce build and marketing push led to an over 2600% increase in traffic within six months.

The end result? WPIC built out Pantone‘s entire e-commerce presence on the Tmall platform (pantone.tmall.com) and increased in-market revenue 2200% within six months.

Testimonials

“WPIC knows the China market and how to be successful there better than anyone. They are one of the best digital agencies I’ve ever worked with globally… super smart, agile, responsive and results-driven. WPIC has been a very important driver of our growth. We went from $200K in revenue in 2014 to $1M in 2015.”

 

Vice President, Global Marketing, Pantone

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