On October 17, at the awards ceremony of the 18th ROI Awards Commercial Creativity Awards, the case Jetour's Scenario-Based Value Penetration: Reshaping Overseas User Mindshare Through "Travel + Scenario Marketing", submitted by eclicktech in partnership with Jetour Auto, won the Nomination Award in the Overseas Category. This honor once again demonstrates eclicktech's long-established comprehensive strengths in brand planning, intelligentization and localization in the global expansion marketing field.

As the world's first international award centered on "commercial creativity", the ROI Awards has a history of 18 years, witnessing the industry's leap from the media era to the intelligent era. This year, a total of 2,420 entries from 943 brands and institutions participated in the competition, with only 20% making the final shortlist. Its rigorous evaluation system and value orientation of "commercial success, cultural impact, and positive social contribution" have made the ROI Awards the most credible benchmark in China's commercial creativity sector.

The honor won by the Jetour Auto case represents the value leap of Chinese auto brands "from manufacturing to branding, from products to culture", and also reflects eclicktech's innovative methodology in global communication.

01 From Growth Bottleneck to Brand Breakthrough: The Challenge of Reshaping Overseas User Perception

Against the backdrop of consecutive year-on-year growth in China's auto exports and increasingly fierce red ocean competition in the global market, Chinese auto brands are accelerating their overseas expansion. As a leading global brand, Jetour Auto has sustained growth in sales since the start of its internationalization journey, but at the same time faced challenges including sluggish growth in social media operations, insufficient localization, and uneven channel reach.

After an in-depth analysis of Jetour's communication challenges, eclicktech proposed a "scenario-based value penetration" strategy. By building a three-dimensional system of "demand penetration, channel penetration, and cognitive penetration", it helped the brand take travel scenarios as the core narrative, and reshape user mindshare from the three dimensions of technology, emotion and culture.

02 Scenario-Based Value Penetration: A Brand Renewal Path Centered on "Travel +"

At the strategic level, eclicktech assisted Jetour in building a global localized communication architecture centered on a "central hub + regional nodes" model. The headquarters focused on refining the core value of products and establishing a standardized content asset library, while regional teams created scenario-based experience content in line with local cultural contexts based on the differentiated characteristics of each major market.

In terms of content ecosystem, eclicktech helped Jetour reconstruct its platform system: using TikTok as a workshop for youth-oriented content, YouTube in-depth content to strengthen professional recognition, Instagram to build the brand's aesthetic tone, and Facebook as the main position for brand interaction. This ultimately formed a matrix effect of multi-platform linkage and resonant communication.

More groundbreakingly, eclicktech partnered with Jetour to create Jessi, a virtual brand ambassador IP. She tells stories about product technology, driving experiences and travel journeys from a first-person perspective, breaking down cross-cultural communication barriers and building a concrete, emotional connection between the brand and users. This truly realized her dual role as both a "technical explainer" and a "brand storyteller".

03 Content Innovation Empowers Brand Growth: Global Resonance Through Creativity

During Jetour's global brand communication, eclicktech completed systematic planning for the brand's special projects based on the overall tone and direction of Jetour's headquarters social media accounts. It achieved dual-track innovation in technology and culture, significantly improving the content resonance and communication efficiency of the brand's overseas social media.

On one hand, through extreme cold weather tests, CG animation combined with real-scene interpretation and other forms, the vehicle's performance and the brand's "fearless journey" spirit were visualized, strengthening users' perception of Jetour's durability, safety and travel ethos.

On the other hand, the brand won resonance from global users through content expression aligned with the "positive social contribution" value. It co-produced the ecological documentary RETURN OF THE CHEETAH with Discovery Channel, integrating product testing into wildlife conservation narratives and interpreting the brand's sense of responsibility through the concept of the symbiosis between technology and nature. After systematic content sorting and planning, the project's overseas social media exposure and engagement both exceeded expectations by over 200%, and won the Gold Award in the brand content category at the US Telly Awards.

In addition, Jetour launched the "Global Wonder Traveler" program, collaborating with influencers across five regions to tell local exploration stories centered on self-driving travel, concretizing and implementing the "Travel + Scenario Marketing" concept. At the same time, it partnered with international musician Alan Walker to create a co-branded hit song, conveying the brand's philosophy through trendy music and setting off a wave of youth-oriented communication worldwide.

04 Data-Driven Result Verification: A Closed Loop from Content Voice to Commercial Value

Through systematic strategy and execution, Jetour achieved a dual breakthrough in brand voice and commercial benefits: total global exposure exceeded 1.6 billion times, total engagement surpassed 4.42 million, and user-generated content (UGC) created voluntarily by users reached 23,000 pieces. Brand search volume increased by 83% year-on-year, and Environmental, Social and Governance (ESG)-related content drove a 41% increase in brand favorability. The virtual IP Jessi content series contributed 320,000 new fans, and the completion rate of brand lead generation targets reached 173%.

From an industry perspective, Jetour's headquarters account ranked TOP 2 in the industrial category and first among Chinese auto brands going global in the BrandOS Global Brand Social Media Influence Ranking in Q4 2024, fully verifying the market vitality and communication potential of the "Travel +" strategy.

Since 2020, eclicktech has won honors at the ROI Awards for six consecutive years, serving clients across multiple industries including automotive, gaming, cultural tourism and consumer goods, and continuously driving the global growth of Chinese brands through creativity and technology.

Looking ahead, eclicktech will continue to deepen the dual engines of AI-driven innovation and localized content, partnering with more Chinese brands to achieve the leap from "product global expansion" to "cultural resonance" in the global market. Through continuous technological innovation and creative exploration, it will enable more global users to see the warmth, wisdom and creativity of Chinese brands — which is exactly the era value advocated by the ROI Awards spirit: "driving sustainable growth through creativity".