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FRANK HE
Independent Global Marketing AdvisorINDEPENDENT GLOBAL MARKETING ADVISOR

READ IT.BUILD IT.SCALE IT.

INSIGHT.SYSTEM.GROWTH.
GLOBAL MARKETING OPERATING SYSTEM / 0→1→SCALE
01CONSUMER
02PRODUCT
03GTM
04BRAND
05GROWTH
SOCIALKOLPRPAID MEDIADTCLOCALIZATIONTEAMCAMPAIGN
ABOUT
Portrait of Frank HE
FRANK HE
BUILD / SCALE

BUILT FROM 0→1.
BUILT THE SYSTEM.
SCALED THE GROWTH.

Former Global Marketing Director at a listed consumer-tech company | 8 years in global brand building and marketing systems | 0→1→RMB 1B-scale growth
EDUCATION
Peking University logo
Peking UniversityB.A. in Advertising
HKUST logo
HKUSTM.Sc. in International Management
HEC Paris logo
HEC ParisCEMS Double Degree
SELECTED EXPERIENCEOPEN SYSTEM +
01

0→1 Marketing Systems

0→RMB 1B-scale international growth
Cross-functional workflow · Agile SOPs · Operating cadence

02

Team Leadership & Enablement

8 years global marketing · 5 years HQ leadership
End-to-end in-house execution · Team development

03

GTM & Market Strategy

Market entry · Product launches · Eight-figure RMB budgets
US / Japan crowdfunding · ROI reviews

04

Global Resource Network

Agency / KOL / PR networks across US, Europe, Japan & SEA
Sports · Music · Talent · Management networks

05

Cross-Cultural Execution

Hands-on market execution across the US, Europe, Japan, Korea & Southeast Asia

Former Global Marketing Director, listed consumer-tech companyLed the HQ global marketing team across the US, Japan, Europe and Southeast Asia.
HONOR IoT Integrated MarketingLed HQ product marketing and global launch coordination, including flagship launches in Europe and MWC.
Multiple eight-figure product launchesOwned positioning, launch communications, crowdfunding, regional IMC and growth reviews end to end.
Strategy Through ExecutionHands-on, in-house experience across both digital growth and offline campaigns.
TRACK RECORD

THE WORK.
THE NUMBERS.

0→700K+Built a 0→700K+ global social audience across Facebook, X, TikTok and Instagram.
2,400+International media features and recommendations in a single year across leading tech and lifestyle publications.
82.98M+Total impressions from a single-market Japan ambassador campaign combining digital and premium OOH.
168MCumulative TikTok views for the brand hashtag, up +278% YoY during the campaign period.
+333%Peak YoY monthly e-commerce sales growth during a major campaign.
1,000+Cross-category KOL partnerships and a reusable creator database across the US, Europe, Japan and Southeast Asia.

* Metrics are drawn from annual reports and project reviews during my tenure. Definitions vary by market, channel and reporting period.

CAPABILITIES

SEVEN MODULES.ONE MARKETING SYSTEM YOUR TEAM CAN OWN.

Every capability and case below comes from hands-on work as a marketing lead / director.

Execution isn’t the scarce resource in global marketing. Judgment is — backed by networks, pattern recognition and the experience to avoid expensive mistakes.

01 / 07Social / KOL / PR / Paid / Community

Digital Marketing System

Build social, KOL, PR, paid media and community from zero — not to publish more content, but to create measurable, reviewable and compounding digital assets.

SOCIAL MATRIX0→700K+ Global Social Audience

Facebook 350K · X 197K · TikTok 78K · Instagram 100K+; one strategy, platform-native execution.

VIEW CASE ↗
PR SYSTEM2,400+ International Media Features / Year

Built an in-house media database spanning Forbes, Wired, TechRadar, Wirecutter, NBC and more.

KOL NETWORK1,000+ Global KOL Network

Tiered by market and vertical across tech, music and sports, supported by a live resource database and dashboard.

PERFORMANCECPC -15% · CTR +30%

Use Meta / TikTok to expand audiences and Google to capture intent; premium products repeatedly reached 4–5 ROAS.

COMMUNITY86.4% Active Community Rate

167 posts in 2024, 65% user-generated — turning core users into product-feedback and advocacy nodes.

TIKTOK#edifier · 168M Views

Brand hashtag views +278% YoY, using short-form video, creators and platform mechanics to break into younger audiences.

THE 0→1 BASELINEConcentrate channels, don't spread budget evenly. Lead with video. Tier KOLs. Read paid and organic together. Build KOL/media databases, AI workflows and dashboards from day one.
02 / 07GTM / IMC / End-to-End Launch

High-Stakes Product Launches

Own the full launch chain from consumer insight, positioning and GTM cadence through content, KOL, PR, paid and offline activation — across premium flagships, new categories and crowdfunding.

HIGH-END AUDIOS-Series Premium Headphones

Entered the $300–500 premium segment through focused HiFi-community penetration, with overseas commercial performance far exceeding the domestic market.

CROWDFUNDINGNeoBuds · US / Japan Crowdfunding

Broke out via Indiegogo in North America in 2021; used Japan crowdfunding in 2025 to enter a new planar-headphone category around the $200 price point.

ARTIST COLLABW800BT Pro × Indonesian Artist

Reframed a $49 product for younger audiences through a collaboration with Indonesian City Pop illustrator Ardhira, opening new APAC cultural relevance.

STUDIO MONITORMR Series × Independent Musicians

MR3/4/5 became successive hits and reached #1 in their Amazon category; creator-first targeting connected musicians with mainstream music listeners.

SPORTS LAUNCHW820NB Plus × NCAA

Signed five college athletes and partnered with @ballislife's 10M+ audience to reach young American men during March Madness.

A LAUNCH IS MORE THAN ONE ROISeparate channel roles first. Win communities before mass reach. Treat creative as media. Let testing decide. Get the fundamentals right and a smaller budget can still create disproportionate impact — while every campaign becomes the SOP for the next.
03 / 07Localization / Music / Sports / Talent / Culture

Regional Integrated Marketing

A global brand should tell one story — but never in exactly the same way everywhere. Sports, music, talent and collaborations are tools; local consumers and cultural context are the starting point.

USAJared McCain · NBA

“Soundtrack to Success”: Across meditation, fitness, home and basketball, the film shows how music accompanied his journey from college to the NBA. The TVC and key visuals were created fully in-house.

USADonte DiVincenzo · NY Knicks

“Game On, Noise Off” entered the playoff conversation at peak attention, using athlete-led content to sharpen audience relevance and differentiation.

VIEW CASE ↗
USADallas Mavericks / NCAA March Madness

Used North American sports culture to penetrate the target male audience, with online content and offline moments amplifying each other.

VIEW CASE ↗
APACWarren Hue × 88rising

Used artist partnerships to connect with Southeast Asia's youth culture across Los Angeles, Singapore F1 and festival moments.

JAPANKento Yamazaki Partnership

Shifted beyond the legacy PC-speaker audience toward younger, female and lifestyle consumers through an integrated digital, OOH, pop-up and KOL campaign.

VIEW CASE ↗
THAILANDPond Naravit Fan Marketing

Turned an endorsement from passive reach into fan participation and emotional connection — driving UGC, trending topics and sales conversion.

VIEW CASE ↗
LOCALIZATION IS MORE ACCESSIBLE IN THE AI ERAAesthetics, tone, communities, IP, media and purchase paths all need local adaptation. Early-stage companies do not always need a local team first; HQ can validate the first playbook with a lean budget.
04 / 07SOP / Asset Library / Vendors / Cross-Functional Ops

Brand & Content System

Turn a brand from a collection of products into a recognizable identity — then turn every piece of work into standards, assets and repeatable workflow.

REPOSITIONINGGlobal Repositioning Around “Sound Aesthetics”

Moved beyond the “PC speaker” label from a spec-led brand toward a lifestyle brand, building one global narrative around sound aesthetics.

VISUAL SYSTEMGlobal Visual Guidelines + Localization Rules

Unified brand language across KV, social, web, e-commerce, trade shows and retail while preserving regional nuance.

PRODUCT SOPProduct Marketing SOP + Vendor Tiering System

Standardized 20+ product launches and 100+ video/photo productions per year — from rendering and shoot guidelines to PDP delivery — with weekly tracking, vendor tiering and project matching for quality, speed and predictability.

ASSET SYSTEMGlobal Digital Asset Library

Managed images, video, social and web assets by market / product / lifecycle, then localized without diluting the brand. One story globally; local language, consistent tone.

GTM WORKFLOWProduct × Sales × E-commerce × Marketing Workflow

Put launch timing, target audience, messaging, channel roles and lifecycle into one operating workflow.

THE SYSTEM SHOULD NOT DEPEND ON ONE PERSONA startup may begin with one product, but the brand should not restart from zero every time. Build minimum consistency first, then add complexity as SKUs and markets grow.
05 / 07Trade Shows / Pop-Ups / Launch Events / OOH

Global Events & Launches

Trade shows, pop-ups, launch events and OOH are not just offline reach. Done right, they become channel entry points, content engines, consumer insight and proof of brand strength.

GLOBAL SHOWSCES / IFA / MWC

Define every show objective around the business — from booth and product launch to media engagement and executive interviews.

PARISParis Marais Showroom

Placed products inside European home and lifestyle contexts, connecting local KOLs, media, retail and social while building reusable offline design and local networks.

PHILADELPHIAPhiladelphia Mural Activation

Offline event × online amplification. Co-created an athlete mural with a Philadelphia artist, extending an endorsement into a city-level cultural moment.

TOKYOShibuya Pop-Up + Metro OOH

Combined the ambassador, flagship products and high-frequency commuter touchpoints — then turned offline moments back into online content.

NEW YORKNew York SOUNDSTUDIO Pop-Up

Integrated showroom, media, athlete visits, KOL content and retail meetings to serve both brand and commercial goals.

BANGKOKPond Sound Journey Fan Event

Turned a mall activation into a fan-first experience linking product trial, interaction, livestream, UGC and sales conversion.

OFFLINE IS NOT A BUDGET LINE ITEMFor early-stage companies, an offline activation should solve at least one core problem — channel access, brand trust, consumer insight or content creation. If it does none of those, skip it.
06 / 07Content / SEO / Pixel Data

Website & DTC Infrastructure

Your website is brand headquarters and the control layer for performance media. From content architecture and SEO to pixel data loops, turn DTC into a compounding growth asset.

SITE 0→1Global Website Planning & Build

Built a consistent global digital storefront across information architecture, visual system, product pages and functional upgrades.

VIEW CASE ↗
CONTENT / SEOPDP Upgrade & SEO Optimization

Rebuilt mobile-first PDP experiences and conversion paths. Aligned content, keywords and video so product education, organic search and purchase decisions reinforce each other; site health → 82%.

TRACKINGPixel / Analytics / Attribution

ROAS 0.58 → 4.36. A website bridge page plus pixel data dramatically improved retargeting efficiency versus direct-to-Amazon traffic — making paid media smarter over time.

CAMPAIGN PAGEProduct / Campaign Landing Pages

Built dedicated pages for launches, ambassador programs and major campaigns to unify off-site traffic, product education and conversion; key campaigns reached 116K+ monthly users.

DTC IS NOT JUST ANOTHER STOREIt explains the brand, captures traffic and first-party data, hosts campaigns and compounds SEO. Early on, build the pages that matter — not a bloated site for its own sake.
07 / 07AI Content / Smart Media / Data Dashboards

Marketing Ops & AI Efficiency

AI does not replace judgment. It should take repetitive production, data reading and content adaptation off the team's plate so people can focus on work that actually requires people.

CONTENT AICopy / Visuals / Localization at Speed

Use generative AI for first drafts, versioning and asset variants — not as an “autopilot creative director.”

DATA DASHBOARDKOL / Media / Social Dashboards

Turn fragmented contacts, content and result data into searchable, reusable operating assets for the team.

AUDIENCE INSIGHTInterest × Behavior × Market Insight

Combine TikTok Creative Center, Meta data and actual conversion signals to make market and audience decisions.

PERFORMANCE AIAlgorithmic Media & Automation

Meta / TikTok follower acquisition cost -20% YoY, CPC -15%, CTR +30% — using data to continuously reallocate budget.

DEFINE THE DECISION BEFORE THE TOOLThe value of an AI workflow is not “100 more images.” It is fewer dead-end conversations, shorter iteration cycles and faster access to data that supports real decisions.
WHY ADVISORY

YOU MAY NOT NEED A FULL-TIME CMO.
YOU ALREADY NEED CMO-LEVEL JUDGMENT.

Many startups and growth-stage companies do not lack the need for senior marketing capability. The mismatch is usually budget, organizational stage and talent model.

01

COST MISMATCH

A CMO with real brand, GTM, multi-market and team leadership capability can easily cost RMB 800K–1M+ per year in fixed headcount. At startup stage, capital often needs to stay focused on product, channel and growth — before a full enterprise playbook can be fully utilized.

02

STAGE MISMATCH

With fewer SKUs and a focused business scope, senior judgment is concentrated around market entry, positioning, launches, brand upgrades and annual planning. Day-to-day work remains execution-heavy, so a full-time executive may not be fully utilized.

03

EXPERIENCE DENSITY

0→1 requires lean budgets, fast iteration and systems built from scratch. Senior marketers from mature companies may have worked inside narrow scopes with established teams and agencies. Startups need someone who also knows what not to do yet.

04

TEAM FOUNDATION

Startups face hiring constraints and uneven talent density. Without basic workflow, collaboration mechanisms and methodology, even a strong CMO cannot perform. The real gap is often the organization's marketing capability itself.

Agency ≠ Marketing Brain

Agencies are good at “how to do it” and “who will execute.” The business still needs someone to decide why it matters, what comes first, how budget is allocated and what success actually means. Hands can be outsourced. The brain has to sit with the business.

Brand & Business JudgmentWhen competition shifts from selling products to building brands, reset the link between consumer, product, brand and business objectives.
0→1 De-RiskingDecide what matters now — and what can wait — to reduce wasted spend and avoidable mistakes.
Systems & Team EnablementConnect product, sales, e-commerce and marketing, leaving behind workflow, SOPs, budget logic and review mechanisms.
Critical Project LeadershipProvide strategy, resources and senior project oversight at launches, market entries and brand transformation moments.
Local Network ActivationActivate PR, KOL, content and partnership networks quickly and leanly across the US, Europe, Japan and Southeast Asia.

SENIORITY WITHOUT THE FULL-TIME OVERHEAD.

Engagement depth can match the project, stage or workload —
and flex as the business evolves.

SENIORITY, WITHOUT THE FULL-TIME OVERHEAD.
ENGAGEMENT FIT

ARE WE A GOOD FIT?

  • You have a validated product — not a business still searching for PMF.
  • You have clear international business goals and priority markets.
  • You already have a basic product / sales / e-commerce team.
  • You are prepared to invest in marketing, not only chase “free traffic.”
  • You need senior-level judgment, not simply more execution bandwidth.
  • You value experience, operating systems and long-term brand assets.
  • The product is still unvalidated and the business model itself has not yet worked.
  • You only need routine social, KOL / PR or paid-media execution.
  • You expect one person to execute every marketing function.
  • There is no clear business objective beyond “let's try branding.”
  • Product margin cannot support meaningful brand investment.
  • Marketing is judged only on isolated ROI or short-term sales.
01
BRAND × PERFORMANCE

How should budget and priority be split between performance marketing and long-term brand building — and how do you measure total return across both horizons?

02
BUDGET × IMPACT

How do you create big-brand momentum with a constrained budget?

03
LAUNCH × MOMENTUM

How do you launch locally across different markets under one global brand strategy — and build momentum fast?

04
POSITIONING × DIFFERENTIATION

How do you sharpen positioning and turn content and visual language into a differentiated, repeatable brand system?

05
AWARENESS × CONVERSION

In digital marketing, how should reach, traffic and conversion be prioritized — and when should you build the funnel top-down versus reverse-engineer it from conversion?

06
RETAIL X E-COMMERCE

How should marketing work with e-commerce and offline retail to drive reach, conversion and long-term brand equity — and how can events and POS design improve retail success?

07
TEAM × EXECUTION

How should product, marketing, channel, e-commerce and regional teams work together — and which failure points can be designed out early?

08
INHOUSE X AGENCY

When should you use an agency, and when should you prioritize building in-house marketing capability?

CONTACT

WHERE IS YOUR
　　　GLOBAL GROWTH STUCK?

Start with the problem. Then we can decide whether — and how — to work together.

Frank HE WeChat QR code
Frank HE · WeChatShenzhen · Available for advisory / project-based work
CASE STUDY — JAPAN FLAGSHIP CAMPAIGN · 2025

“Sound That Moves You”: Kento Yamazaki × the brand's largest-ever regional campaign

Three months. 82.98M+ impressions. Amazon Japan sales +333%. A complete audience-expansion experiment — from talent selection and creative concept to channel architecture, every decision had a clear reason behind it.

BACKGROUND & CHALLENGE

The brand's speaker audience had become heavily entrenched:PC / gaming use cases made up 60%, and men aged 35–50 accounted for over 80%.The “PC speaker” label limited lifestyle appeal. PC usage was declining, wired connectivity constrained relevance, and the growth ceiling was obvious. Growth required new audiences and new use cases — but premium audio is notoriously difficult to break into.

WHY KENTO YAMAZAKI

Japan's most-followed male actor on Instagram (6.286M; 7.12M total social followers). “Alice in Borderland” became Netflix's most-watched Japanese series globally, while “Kingdom” set records for Japanese live-action film performance. He was also a Japan campaign face for Armani Exchange and YSL.Mass awareness × fashion credibility × young female audience— exactly the audience profile the brand was missing. His commercial relevance had already been validated by brands including Suntory and Pizza Hut.

CREATIVE IDEA

THEME “Sound That Moves You”— making emotionally resonant sound part of everyday life. Three flagship products mapped to three life chapters:M60 for morning atmosphere, QR65 for nighttime immersion, MR5 for creative inspiration.Emotional endorsement + product differentiation moved “speakers” out of the spec sheet and into real lifestyle moments.

CHANNEL STRATEGY

TVC launch → Synchro 7 screens in Shibuya + JR Yamanote Line + 22 Tokyo Metro stations + Center Street OOH → X / Instagram / Meta media → TikTok / YouTube KOL amplification → a three-floor Zerobase pop-up opposite Shibuya 109, combining trial, social sharing and purchase.

Tokyo Metro 22-station OOH network
Tokyo Metro · 22-Station OOH Network
Shibuya Zerobase three-floor pop-up
Shibuya Zerobase · Three-Floor Pop-Up
Shibuya Synchro 7 screens
Shibuya Synchro 7 Screens
Shibuya pop-up interior
Shibuya Pop-Up Interior
TVC shoot in Tokyo
TVC Shoot · Tokyo
Fan listening session
Fan Listening Session
CAMPAIGN FILM · VIDEO
▶WATCH VIDEOCAMPAIGN FILM↗
RESULTS
82.98M+Total impressions (51.68M digital + 31.30M offline), reaching approximately 35% of Japan's population.
+107%Increase in Google Trends search interest.
237Media features / reposts; 237% of target.
×20 / +333%DTC sales multiple in June / Amazon Japan growth; July Prime Day +226% YoY.
10.5M+Reach among ages 20–34, with a significant increase in female audience share.
25–33%Brand awareness among Shibuya visitors; the campaign also helped open Yodobashi Camera retail distribution.
CASE STUDY — THAILAND · 2025 · FAN ECONOMY

Pond Naravit: Turning Fan Energy into Brand Equity and Sales

Not an endorsement that stopped at a poster. From talent selection and content to fan mechanics and a Bangkok event, the program converted celebrity influence into UGC, organic amplification, footfall and purchase.

BACKGROUND & CHALLENGE

The brand's Southeast Asian audience skewedmale, older and spec-driven.Young women were almost absent. In markets such as Thailand, lower price tiers were dominated by brands like JBL, making a budget war unwinnable. One partnership therefore had to deliveraudience expansion, brand rejuvenation and sales conversion— all three, with an extremely disciplined budget.

WHY POND NARAVIT

A top-five male celebrity in Thailand with 8.69Mfollowers across social (IG 4.19M / TikTok 2.70M / X 1.84M). A leading GMMTV talent and member of JASP.ER, with music naturally embedded in his public identity. His audience was 71.5% female, with roughly 85% aged 18–34across Thailand, Indonesia, the Philippines and Malaysia — exactly the audience gap. His 9.27% Instagram and 22.97% TikTok engagement rates were well above comparable accounts; Versace fragrance and Tommy Hilfiger partnerships had already validated his commercial value.

CREATIVE IDEA

BIG IDEA:“Sound Your Passion, Connect Through Music.”The brand creates sound; the artist and fans live through it. Music became the natural bridge between all three. The film “Things I Can't Live Without” mapped three products to three real-life moments:Comfo Q for dance, M60 for creation, W80 for personal immersion.The visual system was shot by SELF IMAGE, a team known for Vogue Thailand work; nine key visuals and the hero film were produced in one day with a consistent tone.

CHANNEL STRATEGY

Artist + official Instagram / TikTok / X launch → two purchase-to-enter prize mechanics → Bangkok Samyan Mitrtown “Pond Sound Journey” Fan Eventfinale with simultaneous TikTok / Shopee livestream → hashtag and remix incentives designed to trigger organic fan trending.Zero paid media throughout.

Key visual · Vogue Thailand creative team
Key Visual · Shot by Vogue Thailand Creative Team
Ambassador film shoot
Ambassador Film Shoot
Bangkok Pond Sound Journey fan event
Bangkok · Pond Sound Journey Fan Event
CAMPAIGN FILM · VIDEO
▶WATCH VIDEOCAMPAIGN FILM↗
RESULTS
15M+Total partnership impressions; fan-generated UGC contributed 9M+ with zero paid media.
#1 / #13Reached #1 on X Thailand within one hour of launch and #13 globally; campaign hashtags trended 13+ times during the program.
1.345MTopic engagements on event day; 280K+ posts under #EdifierXPondNaravit with 36.8M+ potential reach.
1,680 UNITSSales across the three endorsed products (approx. THB 4.68M revenue), with RMB 240K+ directly attributed to fan conversion.
CASE STUDY — NEW YORK · 2024 · BRAND SPACE × CONTENT

New York SOUNDSTUDIO: Turning Physical Space into an Always-On Brand Medium

North America needed more than digital reach. It needed a real brand environment that could be experienced, filmed, covered and used by channel partners. The showroom therefore served four roles at once: content, media, consumer experience and commercial connection.

BACKGROUND & CHALLENGE

The US was the brand's largest overseas market, yet almost all sales happened online.The upgraded brand identity had no physical expression.Retail partners, media and consumers had no direct product experience. At CES, the brand competed for attention with Google, Samsung and Sony while peak-season costs doubled. It neededa space it could own — and a space worth covering.

WHY A NEW YORK SHOWROOM

A showroom and a trade show solve different problems. Trade shows are global, technology-heavy and brutally competitive.A showroom is local, lifestyle-led and brand-focused — with far less direct competition.That makes it easier to attract creators and media outside crowded show windows. New York is also both a global media hub and a cultural trend center: visibility there travels through the wider US channel and content ecosystem.

CREATIVE IDEA

“SPACE IS CONTENT”Three galleries + a dedicated listening room. Six product lines each received their own poster and line — Q Series “Light up the Music,” true wireless “Find the One That Fits,” wood bookshelf speakers “Wood You Believe the Sound.” Only 2–3 hero products per line were shown to sharpen memory. Launch programming included DJ Leisan and a dedicated Sound Healingsession designed to build a more emotional relationship with sound. Over 80% of event materials were reused.

CHANNEL STRATEGY

A two-month, three-phase communications plan (tease / launch / sustain), led by Instagram and TikTok;35+ music, sports and tech creators visited the space;more than 100 Stories were posted or reposted on opening day;NBA athletes Jared McCain and Donte DiVincenzo, plus NFL players Tyrod Taylor and Tommy DeVito, visited as product ambassadors;all on-site content was repurposed into second-wave social and local paid media, while Xiaohongshu / Douyin creators reached Chinese communities in the US.

SOUNDSTUDIO gallery space
SOUNDSTUDIO Gallery Space
Product display and listening room
Product Display & Listening Room
Opening event · live DJ
Opening Event · Live DJ
ATHLETE CONTENT · VIDEO
▶WATCH VIDEOATHLETE CONTENT↗
RESULTS
4.26M+Cumulative campaign impressions (Meta 3.5M+ / TikTok 760K+).
470KJared McCain visit teaser impressions; co-created video passed 100K views on launch day.
100+Stories posted / reposted on opening day.
CNETSenior CNET journalist David Carnoy visited; YouTube reviewers filmed on site.
B&H + MORERetail partners including B&H and Turntable Lab held on-site business meetings and gave positive feedback on the product portfolio.
180K+Views from student KOL content on Douyin / Xiaohongshu, reaching Chinese audiences in the US.
CASE DETAIL

CASE

Detailed content for this case will be added in a future version.

CASE STUDY — NORTH AMERICA · 2024 · AMBASSADOR

Jared McCain: Winning Gen Z Through Athlete-Led Brand Building

An NBA rookie + TikTok-native ambassador partnership. From talent model and TVC concept to offline activation and media, the full program was run in-house to turn athlete heat into long-term brand equity.

BACKGROUND & CHALLENGE

The headphone line was shifting toward students and younger consumers, but the productwas not competing on low price.It needed sharp differentiation from value competitors while also enteringthe sports occasionas a growth space. The right ambassador therefore had to be youth-relevant while still carrying both product quality and athletic credibility.

WHY JARED McCAIN

An NBA Philadelphia 76ers rookie and Eastern Conference Rookie of the Month, with a “Patience is key in life”motivational personathat resonated strongly with North American youth. He also broke out throughdance and music contenton TikTok, where his hashtag generated over 1B annual views;4.5M Instagram followers(+800K over six months of the partnership), with 80% aged 18–35 and a balanced gender split — an unusually strong match across image, audience and content behavior.

CREATIVE IDEA

“Soundtrack to Success”: Across meditation, fitness, home and basketball, the film shows how music accompanied his journey from college to the NBA. The TVC and key visuals were created fully in-house.

FULL-FUNNEL COMMUNICATIONS CADENCE

KV launch → TVC amplification → New York showroom visit + signed-jersey giveaway → Philadelphia mural activation → Black Friday conversion media, closing the loop online and offline.

Jared McCain TVC
Launch KV · Soundtrack to Success
Philadelphia mural
Philadelphia Mural
Ambassador showroom visit
Ambassador Showroom Visit
ATHLETE CONTENT · VIDEO
▶WATCH VIDEOJARED McCAIN · INSTAGRAM REEL↗
RESULTS
10M+Total online video impressions across a two-phase release strategy.
120K+Total engagements; TVC passed 10K likes on launch day.
60K+Same-day clicks to the W830NB product page.
6.8M+Combined Instagram + TikTok video views across both campaign phases.
+500New followers to the official account within three hours of the New York recap video going live.
1B+Annual views on Jared's personal TikTok hashtag.
CASE STUDY — PARIS · 2023 · POP-UP SHOWROOM

Paris Marais Showroom: Turning the Brand into a European Living Room

A pop-up designed as a home, not a store — five real living scenarios and one local music night transformed physical experience into digital communication assets. Space, visual system, events, media and KOL were run end to end in-house.

BACKGROUND & CHALLENGE

European perception was stuck at “good-value speakers,” with limited experiential touchpoints or fashion relevance. At the same time, the team needed to meet offline customers and expand into offline retail channels such as Fnac,while also needing a real environment forproduct validation and user-experience testing.A pop-up showroom in a prime Paris neighborhood became the platform linking brand communication, retail development and product validation.

SPACE & CONTENT STRATEGY

Study, living room, lounge, media area and tea corner —five real home environmentsreplaced conventional retail shelving. Twelve bilingual English/French key visuals, windows and photo moments were all designed in-house;70+ neighborhood posters built pre-opening street-marketing awareness.

OFFLINE EXPERIENCE, ONLINE AMPLIFICATION

“TIF × EDIFIER Night” featured an emerging Paris-based artist,bringing 200+ music fans on site.Entry required posting an Instagram Story and tagging the brand — turning every attendee into an organic distribution node;400+ UGC Stories were reposted by the official account and saved to Highlights as evergreen assets, while local photographers, models, DJs and creators naturally entered the brand's resource network.

Marais storefront
Marais Storefront · Street Window
Opening event
Opening Event · Creators & Media
TIF music night
TIF × EDIFIER Night
RESULTS
4.6M+Total social impressions (IG 4.17M + FB 470K), with 9,063 Instagram engagements.
420K+TikTok campaign views; top showroom-visit video reached 786K views.
400+UGC Stories tagging the brand, 100% reposted and retained by the official account.
200+Music-night attendees, entering by posting a Story.
FnacExpanded into French offline retailers including Fnac after the activation — moving from pop-up presence to permanent retail.
260K+Local Paris audience reached by opening teaser communications.
CASE STUDY — BANGKOK · 2025 · FAN EVENT

Pond Sound Journey: Bangkok Fan Event

The offline ignition point of the ambassador campaign: a 90-minute immersive fan event in the atrium of Bangkok's Samyan Mitrtown, turning digital excitement into a physical moment and then sending it back online through livestream and trending topics.

EVENT DESIGN

A giant headphone-shaped stage + photo zone + product display + Pond voice interaction created a complete fan journey. It was Pond's first fan event appearance as brand ambassador, joined on stage by Permpoon.

OFFLINE × ONLINE

50 fans joined the core in-venue experience while nearly 600 gathered outside. The event streamed simultaneously on TikTok with nearly 12 minutes average watch time; two campaign terms trended in Thailand and Indonesia the same day.

Pond first fan event as brand ambassador
Pond's First Fan Event as Brand Ambassador
Nearly 600 fans queued outside
Nearly 600 Fans Queued Outside
Giant headphone stage · mall atrium
Giant Headphone Stage · Mall Atrium
RESULTS
600+Fans gathered outside; 50 joined deep in-event interaction.
1M+Online impressions on event day.
#3 · #5#EdifierXPondNaravit reached #3 in Thailand and #5 in Indonesia.
#38POND PERMPOON X EDIFIER entered the global trends chart.
35KTikTok livestream viewers, with 170K likes.
11m 42sAverage livestream watch time; 73% of viewers were female.
CASE STUDY — TOKYO · 2025 · POP-UP + OOH

Tokyo Pop-Up + Metro OOH: Owning Shibuya for a Month

The physical footprint of the ambassador campaign — prime Tokyo Metro stations + two iconic Shibuya OOH locations + a three-floor Zerobase pop-up made the brand visible, tangible and shareable across Tokyo.

METRO OOH

NSW lightboxes, double posters and single posters covered Tokyo, Shinjuku, Omotesando, Akihabara, Roppongi and other key districts across 22 high-traffic Metro stations + 29 JR stations,with average frequency above 5+, repeatedly reaching commuter audiences.

TWO SHIBUYA LANDMARKS

A 10m × 10m Center Street billboard + seven Synchro 7 LED screens totaling 814㎡ running the ambassador film at high frequency alongside advertisers such as IKEA and Apple — creating unmistakable “major brand” presence.

ZEROBASE POP-UP

Located directly opposite Shibuya 109, roughly 100 meters from the world's busiest pedestrian crossing, with100K+ natural daily footfall;the three-floor experience integrated listening, social moments and purchase.

Shibuya Center Street landmark billboard
Shibuya Center Street · Landmark Billboard
Tokyo Metro lightbox OOH
Tokyo Metro · Lightbox OOH
Synchro 7 · 814 sqm LED network
Synchro 7 · 814㎡ LED Network
Zerobase pop-up · three floors
Zerobase Pop-Up · Three Floors
RESULTS
31.30M+Total offline impressions across Metro + Shibuya OOH.
26.51MTokyo Metro OOH impressions.
22 + 29High-traffic Metro + JR stations.
726KImpressions across the two Shibuya landmarks (359K billboard + 367K Synchro 7).
100K+Natural daily footfall around the pop-up during the five-day run.
25–33%Brand awareness among Shibuya visitors, significantly higher than before the campaign.
CASE STUDY — GLOBAL PR

Global PR System: From Share of Voice to Product-Level Authority

Built sustained influence with global tech and lifestyle media through a structured media database, annual communications cadence and product-specific PR programs.

01

SCALE OF COVERAGE
English-market coverage in 2024: 1,431 ARTICLESwith cumulative reach of 71.7Bacross leading US / UK technology and lifestyle media.

02

TOP-TIER MEDIA
Consistent coverage from Forbes, Wired, CNET, TechRadar, SoundGuys, Rolling Stone and Wirecutter (The New York Times), with multiple products named among best speakers / headphones of the year and receiving editorial awards.

03

PRODUCT-LEVEL DEPTH
Flagship STAX SPIRIT S5 generated 91 ARTICLES,with an aggregate editorial score of 4.15/5and strong recognition from CNET and other leading outlets; “sound quality” became the most frequent positive keyword.

CASE STUDY — GLOBAL KOL

1,000+ Global KOL Network: Tiered, Segmented, Continuously Updated

From vertical creator databases to cross-platform audience matrices, top-tier co-creation and continuous discovery — a reusable KOL infrastructure rather than a one-off contact list.

01

YOUTUBE TECH CREATORS
300+ creators across tech / review / audio with long-term collaboration history, tagged by views, engagement, traffic and past partnerships —full-spectrum structured data.

02

INSTAGRAM / TIKTOK TIERED MULTI-VERTICAL MATRIX
Music, sports, tech, home / lifestyle aesthetics and gaming.Match the message to the creator context: travel creators on battery life, tech creators on specs, gaming creators on RGB, DJs and dancers on style — increasing reach, consideration, traffic and branded-search presence.

03

TOP-TIER CO-CREATION
Use Instagram Collab posts with top creators;official accounts repost Stories into Highlights. One activation generated 400+ creator / user Stories, all redistributed by the brand and retained as long-term assets.

04

ALWAYS-ON NETWORK DEVELOPMENT
Platform tools + competitor monitoring + local agencies work in parallel to discover new creators while continuously pruning outdated contacts;filter by market, platform, audience profile and partnership history so launch teams can match the right creators quickly.