Brand Communications in China

MiR (Mobile Industrial Robot) is a leading global producer of collaborative mobile robots. As a key market leader in Denmark and Europe’s robotic industry, the company set its sights on China in early 2017.

LEWIS started working with MiR since 2018 to help the brand build crucial industry media relations from the ground up, establish themselves as key opinion leaders in the region and build new business opportunities through the expansion.

Despite the immense potential industrial robots have in manufacturing and logistics, the Chinese market knew little about the company and its applications. LEWIS helped build MiR’s brand reputation in the Chinese market by identifying the brand’s main audience in the region and providing them with information that is both and relatable.

Planning & Execution

The strategy was to gradually introduce autonomous mobile robot technology and internal logistics automation to manufacturing brands in China, while also creating a positive media and public opinion about MiR’s robotics.

With an in-depth understanding of Tier 1 and Tier 2 Chinese markets, LEWIS utilised strategic press releases and featured articles in notable newspapers to help build a strong brand identity for MiR, allowing the brand to gain industry recognition.

A strong repository of customer case studies and feature articles were also generated to garner positive brand opinions. LEWIS used two anchor MiR events – the China office opening and the SIA/CIIF trade shows to invite media to learn about the company and their products.

Effectiveness / Results

  • 1.5K pieces of positive media coverage with more than 43 billion in circulation and page views generated by MiR’s press releases, articles and interviews

  • 200 media clippings generated from the 20 media channels engaged for 2 trade shows

  • Gained 580 active followers for MiR’s official WeChat account, as well as 16k page views generated by the 49 posts distributed over the past year

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The Campaign Asia-Pacific Team