GWM | Portfolio

Great Wall Motors (GWM)

Social Media and Digital Marketing Campaigns

Great Wall Motor is a Chinese SUV and pickup manufacturer. It was listed on the Hong Kong Stock Exchange in 2003 and the Shanghai Stock Exchange in 2011. By the end of 2018, its assets had reached 111.8 billion yuan.GWM owns four brands: HAVAL, WEY, ORA, and GWM Pickup.

Business Challenge

After decades of development in China, GWM decided to expand its market to overseas countries. Starting in Australia, the EU, and the UK, GWM gradually built up its brand image worldwide.
While Social Media and PR are critical to a brand's image, GWM chooses WeBridge Consulting to manage their English social media accounts.

WeBridge's goal was to build up GWM's presence on Social Media. Our works include setting up the accounts, generating content and designs, and running digital marketing campaigns to attract followers.

Make of the Team

1 Account Director

- 1 Account Manager

- 1~2 Account Specialists and interns

- 3~4 Designers (My Team)

1 Public Relations Manager

- 2 PR Specialists

1 Strategy & BD Manager

- 2 Strategic Research Specialist

Duration

2021/03 ~ Present

My Role

As a designer within the project team, I provide design support to my colleagues. I came on to the team early in our service (week 1) and worked with two WeBridge designers.

GWM's end users are a top priority, but as an agency, our primary goal is to fulfill GWM's needs and expectations.

My Deliverables

Social Media Posts Design

Digital Marketing Ads Design

Video Editing and Motion Graphic

Tools

Photoshop

Illustrator

After Effect

Audition

Understand the brand

GWM is looking for a consistent brand image across all markets -- from its Chinese market to its overseas market.

So, to meet GWM's expectations, the first thing to do for our service is to understand GWM's marketing effort on Chinese social media platforms.

Each team (PR, account, and strategy) researched GWM and worked toward applying those findings to our service.

We promised GWM to show their history and 'now' to the world. One of our mission within the first year of service is to load their assets to English social media.

The brand and the content

One of GWM's Chinese social media account's posts in 2022/1

Challenges

While research takes time, our client asked us to move fast and started everything right after they signed the contract. Within our first month of service, we kept receiving critiques from our clients. We spent our day working time on our day-to-day deliverables and working overtime for research and retrospect meetings.

Things get better starting from the second month:

We start to get familiar with all the deliverables.
We understand their standards and expectations.
And most importantly, after showing our clients our ability to integrate and utilize their Chinese marketing effort, our clients started to trust us and gave us more space.

In a perfect world, we can follow our phases and deliver everything with decent quality. But things above always happen when we start to serve a significant client. This is how two parties begin understanding each other and building a relationship.