An initial study and workshops with the client revealed gaps in Steelcase’s customer journey, with digital presence and brand awareness identified as key areas for development. This was particularly the case in China, where digital channels were not being used effectively to convey the brand or to generate leads.

The brief was to launch the Series 1 chair in China, using the opportunity as a pilot for future product launches.

Objectives: Generate 70k visits, and 70 sales leads

Budget: USD160k (USD10k for media)

Project Scale and volume:

· WeChat site design & tech build (H5 site)

· Product video

· WeChat paid media plan & buy (7 words)

· Printed brochure for sales team leave-behind/showroom take-ones

Steelcase is a leading designer and manufacturer of office furniture and workspaces. The Series 1 is a highly versatile task-chair that can be delivered in nearly endless color options.

To convey flexibility in use along with the comfort of the chair, all communications were built from the message “Designed to fit. Anyone. Anywhere. Any task.”

An initial study and workshops with the client revealed gaps in Steelcase’s customer journey, with digital presence identified as a key area for development. This was particularly the case in China, where digital channels were not being used effectively to convey the brand or to generate leads. Steelcase wanted to test the efficacy of digital channels, starting with their weakest but highest-potential channel – WeChat.

The strategy was to run a focused test-and-learn campaign, improving on a Steelcase digital channel considered in most need of improvement (WeChat). The B2B audience was determined as the primary target. Of course, WeChat is considered a consumer channel, but professionals with relevant interest use it regularly.

Since the media budget was very challenging, it was dedicated solely to WeChat in-channel advertising. Targeting within WeChat is limited. Consequently, to arrive at the closest ‘proxy’ for the audience, cities in which fastest-growing industry sectors are presently were selected, with individuals that are university-educated, of working age, who were interested in commercial real estate, interior design, recruiting and employment were targeted.

The execution focused largely on a dynamic WeChat presence. This could not be created within the available WeChat templates, so an H5 site connected to Steelcase’s WeChat presence was created.

Throughout the experience a tone on tone manner was used to show the many color options and also to enhance the message of “anyone, anywhere, any task”. It included a video that summed up the chair’s features and benefits nicely with the goal of generating leads.

Targeting within WeChat is limited. Consequently, to arrive at the closest ‘proxy’ for the audience, cities in which fastest-growing industry sectors are presently were selected, with individuals that are university-educated, of working age, who were interested in commercial real estate, interior design, recruiting and employment were targeted.

Offline integrated communications included brochures that could be used in sales follow-ups, leave-behinds or in-showroom take-ones.

• The visitor target was exceeded, achieving 73,448 visits during the first month,

• Project leads arrived from 249 companies, 3.5x the goal.

• Company inquiries came from 28 cities, including all first-tier cities in China.

• Industry interest was in growth areas such as finance, government, pharmaceutical, technology, insurance and manufacturing

• The volume sales target was exceeded by 15%