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Case Study
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Humble Bundle
Humble Bundle Lands in China: How to Enter the Market Successfully
Background
Very little local awareness of Humble Bundle. No localised marketing assets, no local social media platforms set-up and no access to local paid media platforms. Need to navigate local government approvals and provide documentation. Require help with localizing their marketing content and website for Chinese customers.
The Challenge
Raise awareness of the brand, especially their monthly subscription service (Humble Choice) in China and drive sales through local social and paid media platforms.
The Project
Develop a comprehensive and customized China marketing plan including thorough market research specific to them, China paid and social media management, and China creative localization. Help build a more localized website approach for China. Handle all government and creative approvals. Provide ongoing reporting and support for all China Marketing activities.
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China Social Media Management
Set up Official Humble Bundle accounts for local social media channels such as WeChat, Bilibili, and Weibo. Posted daily localized posts to recruit and engage followers. Created bespoke Chinese local festival campaigns such as Chinese New Year and the Double-eleven shopping festival. Built trust and ongoing dialog with users by quickly responding to posts and questions.
China Social Media Management
Set up Official Humble Bundle accounts for local social media channels such as WeChat, Bilibili, and Weibo. Posted daily localized posts to recruit and engage followers. Created bespoke Chinese local festival campaigns such as Chinese New Year and the Double-eleven shopping festival. Built trust and ongoing dialog with users by quickly responding to posts and questions.
China Social Media Management
Set up Official Humble Bundle accounts for local social media channels such as WeChat, Bilibili, and Weibo. Posted daily localized posts to recruit and engage followers. Created bespoke Chinese local festival campaigns such as Chinese New Year and the Double-eleven shopping festival. Built trust and ongoing dialog with users by quickly responding to posts and questions.
THE RESULTS
The Humble Bundle China Launch was a complete success surpassing all targets by a significant margin. The activity was subsequently extended to be an always-on activity and continues to show exceptional growth and revenue as well as firmly establishing Humble Bundle as the go-to choice of Chinese PC Gamers.
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Get in Touch
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