Contextualising a global brand for local relevance and impact.
Gore is an American materials science company supplying innovative solutions to industries around the world. But despite China’s leading smartphone penetration, the company’s online portal was performing poorly on mobile. It took prospective customer longer to find the information they need, causing unnecessary delays in the sales process.
To tackle this challenge, Gore partnered with Common to tap into the social and digital behaviours in the region. We then introduced Gore Connect , a pilot one-to-one sales and marketing tool in the form of a WeChat Mini-Program. The tool was well received by the industry as well as internally, as plans to scale the tool into more sectors and geographies are under way.
Team members from sales, marketing and product provided diverse perspectives and identified bottlenecks and opportunities.
Despite the size of Gore’s business, we limited the scope of the Automotive segment first to test our value proposition.