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Openrice

We provided the leading dining guide in Hong Kong insight and understanding of the mobile app landscape in mainland China.

Openrice case study

Industry

Key Deliverables

The client

Launched in Hong Kong in 1999, OpenRice.com is a dining guide that provides comprehensive restaurant information and reviews.

The challenge

For the app to dominate the Chinese app stores, OpenRice required insights and understanding of the Chinese mobile app landscape.

Alongside OpenRice stakeholders, WPIC Marketing + Technologies helped define what questions needed to be asked in order to focus and maximize the value of the final research reports and presentations.

Our solutions

The two-month research project focused primarily on determining the best market segments and developing a marketing plan on and off app store channels. Secondary goals were to recommend app store and media partners based on available reach and promotion opportunities. Data was also provided on competitors including the top apps, search volumes, PPC competitiveness, existing thought leadership, and other data that would present clear opportunities and threats.

WPIC deployed Discripto, its proprietary, custom-built distributed script engine, to collect and analyze 200,000+ data points over a 30-day period, giving a month-long snapshot that encapsulated 95% of the Chinese app market. App users were segmented and value hierarchies assigned for executing an effective marketing plan. Positioning and app feature recommendations were delivered in a concise format, with WPIC data analyst teams giving clear recommendations.

Results

Competitive summary, user profiles, forecasts, and growth plans were presented and app functionality recommendations were delivered.

WPIC designed specific promotion plans for various marketing strategies such as content marketing, SEO, display advertising and influencer outreach (and more) to help OpenRice move the needle quickly in China.

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