Shape Local Narrative and Drive Awareness for Global Influencer Marketing Platform
LTK (previously known as RewardStyle) is the pioneer of the creator economy and the largest global influencer marketing platform that connects lifestyle brands globally with high-converting influencers on the platform. The brand made it to Fast Company’s “Most Innovative Companies” twice with its revolutionary business model and company vision. Despite it being a household name in the US influencer industry, its media presence in China has been stagnant since its entry in 2015. LTK needed a PR partner to develop a powerful brand narrative and drive awareness through industry media that would expose it to brand owners and influencers in China.
Working in tandem with LTK, we developed a targeted PR strategy focusing on the key industry media beyond fashion and created its unique local narrative that makes LTK an important part of the broader cross-border ecosystem instead of another influencer marketing platform.
By weaving the narrative into our media pitching and content development, we were able to tell LTK’s unique stories and build awareness through target media publications. As part of our program, our team created monthly thought-leadership content leveraging global resources such as videos, interviews, and case studies to be used for content pitching and distribution on online news outlets.
Relevancy is key to successful media pitching in China, our team ongoingly identified the key trends and topics to seek moments in time to tell LTK stories and insert LTK's opinion in the industry news channel. On top of robust media relations, we developed and distributed global press releases among our local media network to establish a consistent voice in the media.
Thanks to Tribe China's efforts, we have received press releases for 10 up to 30 digital media every month. Moreover, the team has established our local brand message and announcement to a significant number of media. They are also communicative, transparent, and responsive in the workflow.
- Dan Wu, China Marketing Manager, LTK
Tribe China quickly ramped up online exposure for LTK in China, placing it in media outlets that the brand didn’t have access to with consistent thought leadership content. Within just 6 months, we have generated 180+ news clippings and secured coverage with mainstream and top industry media across WeChat, online, and news portals that significantly increased LTK's brand awareness among its target audience in China.