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Introduction
Overseas brands seeking strong media presence in China must leverage visuals effectively to attract coverage and shape public perception. Thoughtful, high-quality visual assets help brands stand out, convey messages clearly, and foster positive media relationships. This article outlines practical strategies for achieving visual excellence in media communications.
1. Cohesive Branding Across All Media Materials
Unified Brand Guidelines: Ensure visual consistency in color, typography, and imagery across press releases, videos, and social content.
Localized Adaptations: Adapt visuals to Chinese media preferences without diluting brand identity, enhancing relevance.
2. Interactive and Dynamic Visual Content
Infographics and Motion Graphics: Make complex information digestible through visuals, enabling journalists and audiences to understand key messages quickly.
AR or 3D Experiences: Provide immersive visuals that allow media and consumers to explore products interactively, increasing engagement.
3. Storytelling With Cultural Context
Tailored Messaging: Highlight aspects of the brand story that resonate with Chinese values or seasonal trends.
Emotional Engagement: Use visuals to connect emotionally, whether emphasizing sustainability, heritage, or innovation.
4. Media Toolkit Optimization
Comprehensive Press Kits: Include ready-to-use images, videos, logos, and infographics for ease of coverage.
Search-Friendly Files: Optimize image names, captions, and alt text for digital discoverability, improving media pickup and online exposure.
5. Case Study: Italian Luxury Footwear Brand
An Italian luxury footwear brand had low media visibility in China despite product quality. By creating interactive visual press kits and collaborating with fashion influencers, coverage increased by 60%, driving a 35% uplift in online store traffic and social engagement.
Conclusion
Strategic visual media initiatives are essential for overseas brands to elevate recognition and engagement in China. Cohesive branding, dynamic visuals, culturally relevant storytelling, and optimized press toolkits ensure strong media impact and broader audience reach.
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!
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