TaiwanPlus, a publicly funded international media platform, offers English-language news and entertainment from Taiwan to an international audience. With a team of Taiwanese and international journalists, TaiwanPlus brings forth stories from Taiwan and around the world, providing an inside look at Taiwan-China relations with in-depth reporting and analysis.
Complex Challenges – Journalism vs Politics
Operating in a politically sensitive environment, TaiwanPlus must navigate complex international relations, particularly with China, while promoting Taiwan’s distinct identity and viewpoints. The campaign focused on creating tailored content that resonates with diverse international audiences.
When Strategy Meets Creativity
We crafted a narrative for TaiwanPlus that connects with its audience through a social influence campaign, positioning TaiwanPlus as a key enabler. #BeSeenWeek is inspired by Taiwan’s quest for recognition, with the goal is to bring visibility to Asian Americans and other underrepresented communities through storytelling.
Key #BeSeenWeek stories include, to name a few:
- T.J. Lee – Taiwanese American actor and food host. T.J. Lee will share her “self discovery journey of no longer feeling Taiwanese or too American and creating a space where I was whole.”
- Tiffany Yu – Founder and CEO of Diversability. Tiffany will share her story about how losing her father and becoming disabled from a car accident at age 9 shaped her identity and led her to have found Diversability while still a university student.
- Dan Matthews – Korean American rapper. Dan, as a Korean adoptee, shares how music helps him Be Seen: “The album to me is basically about the gray area we all live in as human beings. We’re not a zero-sum game. We’re not 100% one thing or another thing.”
This strategy fostered valuable connections, sparked conversations, and established lasting thought leadership for TaiwanPlus platform.
A Meaningful Impact
The campaign aimed to spark engagement with new audiences via the stories and experiences of our KOLs about their identities. The feedback from the client was overwhelmingly positive. We observed a surge in platform users and organic engagement that extended well beyond the campaign period.
Works included:
Research and Insights
CX Consulting / Strategy
UX/UI/Service Design
Creative and Communications Development
