Hoffman Korea Generating Awareness for NVIDIA and WeWork
The second half of 2016 proved to be a time worth remembering for The Hoffman Agency team in Korea.
We kicked off campaigns for two high-profile brands, both pioneers in their respective industries.
For the AI computing company NVIDIA, we’re taking a holistic approach to communications blending varied forms of media into one integrated campaign. More than reach NVIDIA’s traditional audience of engineers and gamers, we’ve expanded the target audience to include other B2B vertical and even wider group of consumers reflecting NVIDIA’s business shift and emphasis on artificial intelligence and deep learning.
The idea of mixing earned media, owned media and paid media isn’t just a theory for the classroom. We’re doing it for NVIDIA. For example, we’re taking the NVIDIA story directly to the target audiences through a blog and Facebook page. Furthermore, we’re depending on advertisements — yes paid media — to extend the reach of NVIDIA stories on Facebook. And we’re executing the core tactics that fall under the PR umbrella, including media relations, to generate broad awareness.
For WeWork, again our efforts go beyond the conventional definition of PR. WeWork has cultivated a global brand that belies its startup status. While the general concept of a service office isn’t new, WeWork brings a sense of community and certain panache to its environments. Its vision of how office space can serve today’s business deviates from the status quo like when it comes to transparency with pricing in black and white on the website.
Our campaign builds on this foundation with a bridge to the Korean culture. With this in mind, our outreach covers a range of audiences: opinion leaders, journalists, startup communities and government agencies. It’s worth noting that we’re also building relationships with influencers who aren’t necessarily high profile, but have digital platforms with relevance to WeWork. For example, Gwang-Hyun Kim(www.facebook.com/kwang8e/), who used to work as a journalist at a top business daily newspaper and has now become an influencer in the startup industry, personally visited the first location of WeWork in Korea and left his review on Facebook.
It seems fitting that the first WeWork location in Seoul landed in Gangnam Station, an area that achieved global fame when Psy’s YouTube video with the catchy lyrics and outlandish attire went viral in 2012.
Although NVIDIA as a mature public company and WeWork as a startup with the wind at its sails sit on opposite sides of the business spectrum, we’re enjoying the challenges of building both brands in the Korea market.
If you’re not familiar with NVIDIA or WeWork, here are their corporate profiles in snapshot form.
Beginning as a standard PC graphics chip company, NVIDIA has transformed into a specialized platform company that targets four very large markets — Gaming, Professional Visualization, Datacenter and Auto — where visual computing is essential and deeply valued. NVIDIA is singularly focused on the field of visual computing with the ability to deliver its value through PC, mobile and cloud architectures. Its work is at the center of the most consequential mega-trends in technology — virtual reality, artificial intelligence and self-driving cars. NVIDIA was named as one of Glassdoor’s “Top 50 Best Place to Work” and MIT Tech Review’s “50 Smartest Companies,” constantly striving to innovate the products. Seventy percent of its employees are developers helping the company meet the goal of launching next-generation products every six months. It was also listed in Fortune magazine’s “World’s Most Admired Companies” and Forbes’s “America’s Greenest Companies.”
WeWork is a platform for creators, providing over 80,000 members around the world with space, community and services through both physical and virtual offerings. WeWork currently has more than 100+ physical locations almost 40 cities and 12 countries around the world. WeWork’s mission is to give members the space, connections and services they need to create their life’s work, while helping them collaborate with like-minded people who can help their businesses grow and succeed. Nearly 10,000 companies are now based at a WeWork, with member companies ranging from startups to household names including Delta, IBM, KPMG, GE, Dropbox, and Samsung. More than 70 percent of WeWork’s members collaborate with each other, and its international locations serve as convenient bases for business travel, enabling a great degree of work flexibility for both multinationals and small-to-medium-sized businesses alike, as well as options for easy expansion into new markets. In Korea, WeWork opened its first location WeWork Gangnam Station on August 1, 2016 and plans to open the second location in early 2017.