Taiwan Excellence, a global initiative by the Taiwan Trade Bureau, showcases 50 award-winning products from Taiwan and allows visitors to experience some of the latest technological breakthroughs. Having both worked as a content creator and digital marketing specialist for their East Coast tour in 2016 and 2017, I worked closely with the members of the Taiwanese Trade Bureau to help solidify the event's marketing effort in the NY Tri-State region.
Brand Ad Campaign
1.4MM people reached 20 ad campaigns on Facebook and YouTube
252K people who interacted, commented, liked or viewed the ads.
Social Media Sweepstakes Campaign
300K+ engagements an
1.83 million+ impressions.
CONTENT CREATOR & SOCIAL MEDIA SPECIALIST
[SUMMER 2016 & 2017]
Recap Video, Creator
VIDEO CONTENT PRODUCTION
As a content creator lead, I was the creative lead in developing pre and post-promotional assets to increase awareness and to maximize attendance for this event. Over the period of several weeks, I overlooked digital and print assets. Below are some of the creatives I produced and created for the pre-event campaign.
TWEX 17 Spot I - 135,000 Views
(Producer & Editor)
TWEX 17 Spot II - 109K Views
(Producer & Editor)
Promotional Creative Assets on Facebook & Youtube
SOCIAL MEDIA SPECIALIST
As a social media strategist, I was tasked with driving attendance at the event and raising awareness on social platforms. In order to encourage attendance, my team and I brainstormed and executed other activities at the event including giveaways, gameplay, product tours and more.
We launched various digital campaigns including social media buys that geo-targeted our target demographic with our own custom creatives and a daily hashtag sweepstakes that optimized social media traction. We also worked to ease the barriers to entry and played up the WIIFM (What's in it for me) angle by giving away premium products.
Furthermore, my team leveraged the novelty of VR gaming by hosting VR competitions where attendees played against each other to win prizes simply by utilizing the #TaiwanXNY hashtag. These tactics generated more than 300K+ engagements and more than 1.83 million+ impressions.