When ”one of the first tier European country” Pavilion opened in May, it received bad feedback online, because of the disconnect between user expectations and their experience at the Pavilion.
- Track and monitor online feedback regarding the European Pavilion
- Take immediate action to handle the negative publicity crisis
Using a four-step approach, we were able to reach our objectives by monitoring reactions on online discussion platforms, investigating the problem, presenting a new marketing strategy and evaluating the feedback after. Crisis management was handled online and also at the Pavilion, to manage the guests’ expectations of what they were about to see, before they even entered the Pavilion.
We monitored Expo-goers’ reactions online, tracking conversations regarding the European Pavilion.
We found that the guests expected to see scientific displays, but the Pavilion had mostly environmental showcases, resulting in disappointment.
Using iDT’s tailor-made online marketing tool, we aimed to readjust guests’ expectations, re-aligning what they expected to see and what they were going to see.
After the online marketing strategies were executed, iDT’s proprietary tracking system was again employed to gather online feedback. Comparisons were made between the reactions before and after our online marketing efforts, in order to systematically and accurately analyze the changes in guests’ sentiments regarding the European Pavilion.
- Aligned user expectations to the experience at the Pavilion
- By employing positive PR, guests understood the European Pavilion’s offerings and had a more enjoyable experience
- Enhanced user sentiment by 50%
- Media reporting was increased by 30%
- The European Pavilion was amongst the top 10 most visited pavilions throughout the Expo’s six-month operations period
DT at the Digital Media Merit Award Asia
iDT is proud to be the benchmark for the Digital Media Merit Award Asia, as the leading authority for digital and social media monitoring. With the grand stage of the Shanghai Expo, and with it being the first ever award of its kind at the Expo, the DMMA represented Asia’s most trustworthy digital media award. Where it used to be difficult to evaluate and monitor online platform’s, iDT’s powerful capabilities made the data easy to collect and analyze, and comments were able to be categorized systematically, quickly and accurately.Therefore, iDT was invited to provide accurate review and analysis of Asia’s online marketing scene.
- Provide the the judges, who came from all over the world, had the tools to evaluate Asia’s most powerful, creative and impactful digital campaigns. Amongst the judges was Daniel Barrios, Chairman of United Nations International Development Information Network Association.
- To use the award to promote the adoption of Information and Communication Technology (ICT) in Asia’s third world nations. To award companies which actively use digital media in developing countries.
With China’s fast rise in the global stage, it is targeted to be the number one digitally capable country in the world. Therefore, the Shanghai Expo was chosen as the setting for the Digital Media Merit Award, in order to mirror China as a global powerhouse.
iDT’s four-step approach – supervision, analysis, marketing and evaluation – were employed multi-national companies their digital campaigns in Asia. The candidates for the award represented the best in creative and impactful online campaigns.
Using iDT’s systematic approach, American Express was recognized as one of the winners of the Outstanding Lifestyle Award. Their Express Pay scheme, which uses a contactless payment chip, was widely used in Asia and received a lot of attention in cyberspace.
Also, Hong Kong Tourism Board was amongst the winners. With each campaign, the agency effectively used new media channels like Youtube, Fecebook, Weibo and Twitter to their advantage.
Starwood Hotels and Resorts Worldwide were also recipients of the Outstanding Lifestyle Award. The hospitality chain’s effective and creative use of integrated online marketing channels and adoption of web analytics strategy to enhance website results made them extremely effective on the Internet.
- Based on the detailed reports, iDT helped the judges choose 33 winners from all over the world, including Mastercard Worldwide, Sina.com, Red Bull, Galaxy Entertainment Group, The Venetian Macao Resort Hotel, Global Sources, Huawei Technologies Co., Ltd, Jiangmun Government and Guangdong Province Yellow Pages.
- Recognition achieved by winning the award will encourage winners to continue their creative work in digital media, as well as urge others to follow in their footsteps.
- The 33 winners understood the evulation of the campaigns better after studying iDT’s reviews and evaluation results.
- Companies with outstanding online business, social and lifestyle campaigns were duly recognized
