One of the world's largest manufacturers of contemporary furniture.
We helped introduce Kinwai into the United States by building a trade brand name and brand awareness for Kinwai leading to exceptional sales, as well as recognition of their achievements as a leading “green” manufacturer in the home furnishings industry.
The first phase campaign communicated the advantages of working directly with the manufacturer instead of going through distributors, the way most of the other Chinese manufacturers were sold and distributed in North America. We created and utilized a subtle yin-yang symbol in ads to reflect Kinwai's Chinese roots and to communicate the perfect harmony, for a retailer, in doing business with Kinwai.
The second phase of the campaign began about two years later. Kinwai had won a number of environmental awards in China. This campaign promoted the green-friendly nature of Kinwai by creatively adapting our signature Ying-Yang symbol as the balance between nature and commerce, to promote Kinwai's ecological advantages.
In addition to trade advertising, we developed an aggressive public relations, trade show advertising, targeted direct mail, and email marketing campaign to build Kinwai's leadership image.
