Building a Strategic Client Gift That Activated an Enterprise Brand Campaign
Project Overview:
As a senior content strategist, I partnered with a global business unit to transform a standard client gift into a high-impact brand storytelling opportunity. The team in China approached Strategic Communications for help producing their annual printed calendar — a traditional asset featuring monthly household tips for retail customers.
My Approach: Brand Storytelling Meets Cultural Sensitivity
After reviewing past versions, I saw untapped potential: instead of generic tips, this could be a brand-aligned content marketing asset that demonstrated expertise and resonated with customers. I pitched a new editorial direction — sustainability-themed messaging that tied directly into our enterprise-wide brand campaign, The World Runs on Trust.
The local marketer was initially hesitant. In China, promotional content in customer gifts can be seen as too commercial. To address this, I developed several tone-appropriate messaging options, emphasizing value-based communication over overt marketing language. Through collaborative feedback and iteration, we aligned on a tone that met both cultural expectations and brand goals.
B2B Marketing Content Development and Execution
I wrote 12 monthly promotional messages plus the cover subhead, weaving in themes of from the enterprise brand campaign: sustainability, trust, and brand values. Working closely with our designer, we delivered a visually compelling asset within a tight production timeline and approval process.
Results and Recognition
The final calendar was so well received, regional teams in Korea and Taiwan — who had never produced customer gifts before — requested translated versions for their own clients. Leadership recognized the project as a model example of enterprise brand campaign activation and cross-functional collaboration.
"This is really eye-catching and a great application of the campaign treatment. Well done!"
— Brand Content Lead, global marketing Campaign Activation Group chair
Brand campaign messaging and layout examples
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