SWIFT Home Lifts
Designed in Sweden, with a factory in Taicang and 20 showrooms across China, SWIFT Home Lifts offers everyday luxury and the highest level of safety for the whole family.
Supporting SWIFT's China Market-Entry Journey from 0 to 1 and beyond
Initial market research provided us with a comprehensive understanding of the home lift elevator market, regulatory landscape, and target audience. Leveraging these insights, we developed a digital-first integrated marketing strategy aimed at raising brand awareness, engaging the audience, and generating leads across various social channels in China.
Our Services
[01.] Market research & insights >>
[02.] Social media management >>
[03.] Website design & localization >>
[04.] Influencer engagements >>
[05.] PR, media and events >>
[06.] Sales collateral and merchandizing >>
[07.] Paid search and SEO >>
Market Research and Insights
To eliminate uncertainties and gain first-hand insights into SWIFT’s target audience in China we were tasked to create an in-depth report, which set the foundation to create a holistic multi-channel sales and marketing strategy in the next step. Methodologies used included desk research, competitor intelligence, expert interviews and focus groups.
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Approach:
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Preliminary research into macro environment, demand side and competitor analysis
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Mapping of sales channels for lifts overall, distributors and influencing factors
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Target audience analysis including personas, demographics, behaviors and habits
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Customer decision journey mapping including online and offline touch-points, payment methods, post-purchase behavior, and overall perception of SWIFT’s products and USPs
Social Media Management​
As our pre-market entry study has shown, we identified SWIFT’s target audience decision making journey and in which channels they are looking for what type of information. Accordingly we have setup multiple social media channels.
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Approach:
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Social media management and content strategy for WeChat, Weibo, Xiahongshu, Douyin and Zhihu
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Media buying and pitching, including KOL and influencer collaborations
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Customer support and lead generation in collaboration with showroom sales teams
Web Development
For SWIFT’s Chinese website, functionality and quality are prioritized over visual design. The website should maintain brand style, enhance readability, highlight USPs, and provide clear information on product offerings and contact details within a short visit duration. Efficient engagement was key.
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Approach:
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Web development and design for both desktop and mobile
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Optimization for future SEM and SEO initiatives
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Domain, hosting and ICP registration
Influencer Engagements​
To launch SWIFT in China, targeting high-spend customer profiles we partnered with influencer Tippi who has multi-million followers across Weibo, Xiaohongshu and Douyin. The lift was installed in Tippi’s new villa and featured in a variety of video and image content.
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Approach:
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Story board and key messaging development in collaboration with the influencer
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1 branded video, 1 vlog, 1 compilation video, and exclusive photoshoot with the installed lift
PR, Media and Events ​
To make first waves in the Chinese interior and home appliance industry we invited lead editors of major online magazines for an afternoon meet and greet, introduction of SWIFT and Q&A session with founder John Lowbaeck.
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Approach:
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Media pitches and invitations for the event.
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Invited magazines such as Modern Living, Wallpaper, GQ China, Vogue China, Elle Deco, Instyle and more.
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Post-event follow-up and summary for owned media channels.
Collateral and Merchandize​
To maintain brand consistency across showroom interior, sales collateral we were tasked to create and source a variety of offline material for multiple purposes.
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Approach:
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Product brochures and flyers content, design and print.
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Showroom display light boxes including design and sourcing.
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Branded merchandize and gifts including toads, key chains and thank you boxes.
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Product marketing kit design and production to showcase different carpet patterns, lift walls, fold-out and brochure.
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Branded uniforms, hoodies and t-shirts for employees and customers