(Source: https://pltfrm.com.cn)
Introduction
Launching a public relations campaign in China as an overseas brand is a bold move—but how do you measure its success in a market as complex as this one? From navigating cultural nuances to leveraging digital platforms like WeChat and RED, evaluating PR outcomes requires a strategic approach. With more than a decade of experience helping overseas brands localize in China, we’ve mastered the art of assessing PR results to ensure they drive growth. Discover the top strategies to evaluate your PR campaigns and unlock your brand’s potential in China.
1. Establishing a Baseline for Comparison
1.1 Pre-Campaign Metrics
Before launching a PR campaign, establish baseline metrics like brand search volume, social media followers, and e-commerce sales. Tools like Baidu Index can help track these figures. This baseline provides a clear starting point to measure campaign impact.
1.2 Competitor Benchmarking
Compare your baseline metrics to those of competitors in the Chinese market. For instance, analyze a competitor’s Weibo engagement to set realistic targets for your campaign. This helps contextualize your PR performance within the industry.
2. Assessing PR-Driven Media Exposure
2.1 Earned Media Value (EMV)
Calculate the Earned Media Value of your PR campaign by assigning a monetary value to media placements, such as a feature on Sina News. A high EMV indicates your PR efforts are generating cost-effective exposure. This metric helps justify PR investment to stakeholders.
2.2 Share of Voice
Measure your brand’s Share of Voice (SOV) against competitors by tracking mentions across Chinese media and social platforms. An increase in SOV post-campaign shows your PR efforts are cutting through the noise, enhancing your brand’s visibility.
3. Monitoring Consumer Behavior Changes
3.1 Purchase Intent
Track changes in purchase intent through surveys or by monitoring e-commerce metrics like add-to-cart rates on JD.com. A spike in purchase intent following a PR campaign suggests your messaging is driving consumer action.
3.2 Foot Traffic Analysis
For brands with offline presence, use location-based analytics to measure foot traffic to physical stores after PR activities, such as a WeChat event promotion. Increased visits indicate your PR campaign is influencing real-world behavior.
4. Integrating Data-Driven Tools for Insights
4.1 SaaS Analytics Platforms
Leverage SaaS tools like HubSpot or Sprinkler to centralize PR data, from social media engagement to media impressions. These platforms provide real-time insights, helping you adjust strategies mid-campaign for better results.
4.2 Predictive Analytics
Use predictive analytics to forecast the long-term impact of your PR efforts on brand growth. For example, analyze historical data to predict how a 10% increase in Weibo engagement might translate to sales growth over six months.
Case Study: A British Fashion Brand’s PR Success in China
A British fashion brand sought to build awareness among China’s Gen Z consumers. We launched a PR campaign featuring Douyin KOLs showcasing the brand’s latest collection and secured media placements in youth-focused outlets like iQIYI. Using SaaS analytics tools, we measured a 50% increase in Douyin engagement and a 35% rise in Share of Voice compared to competitors. E-commerce data showed a 20% increase in add-to-cart rates on Tmall, while predictive analytics forecasted a 15% sales growth over the next quarter, proving the campaign’s effectiveness.
Conclusion
Evaluating PR outcomes in China requires establishing baselines, assessing media exposure, monitoring consumer behavior, and leveraging data-driven tools. These strategies ensure overseas brands can measure and optimize their PR campaigns for maximum impact in China’s competitive market.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
