Mighty Media
Nestled under Mighty Media, Shanghai WOW! delivers engaging lifestyle content that keeps the expat community plugged into Shanghai's vibrant pulse—covering everything from hidden cafes to bustling night markets.
The Challenge
Stepping in as Managing Editor, the goal was to revamp Shanghai WOW!’s presence to resonate more deeply with both loyal followers and new readers, ensuring the content not only matched the dynamic spirit of Shanghai but also captured broader interest through enhanced digital engagement and operational efficiency.
Deliverables
Brand and Team Leadership
Oversaw the strategic direction of the brand, ensuring alignment with business goals while managing a diverse team of freelancers and in-house staff. Implemented new processes to streamline workflow and improve content delivery.
Performance Analytics
Set up new metrics for tracking content performance across different platforms. Used insights from data to make informed decisions about content themes and publication timing, optimizing for peak user engagement.
Content Audit & Overhaul
Enhanced the editorial calendar by introducing a mix of feature articles, interviews, and community spotlights that highlighted the expat lifestyle in Shanghai. Increased content variety to include more in-depth analysis of local events and cultural phenomena.
Client Collaboration & PR
Strengthened existing partnerships and forged new ones with key businesses in the food and beverage, nightlife, and hospitality sectors. Developed co-branded content initiatives and cross-promotional activities to boost audience reach and engagement.
Social Media Strategy
Revamped the social media strategy to include regular, targeted posts designed to increase follower engagement through interactive content, live sessions, and community polls. Expanded the brand’s presence on emerging platforms to reach a younger audience.
Campaign Management
Led several high-profile promotional campaigns, including seasonal events and brand launches, coordinating across departments to ensure cohesive execution and messaging. Monitored campaign outcomes to refine future marketing strategies.
Published Work
With a refreshed content strategy and a sharper social media presence, Shanghai WOW! significantly increased its market influence. The brand saw notable gains in web traffic, social media engagement, and strategic partnerships, strengthening its position as a go-to resource for expats in Shanghai.
Results?
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