Digital category overseas cases| Whale Eating Technology helps Besus Baseus launch new products and seize core traffic in the European and American markets

As an early overseas MCN institution in China, whale eating technology has deployed office teams in Hangzhou, Shenzhen, Wuhan and New York, the United States since its establishment in 2020. A professional team of nearly 60 people has deeply rooted in overseas markets, with "hot content production + Precision celebrity marketing" as its core competitiveness, focusing on solving the pain points of "difficult localization, slow trust establishment, and inconsistent product and effectiveness" for overseas brands.

This time, we joined hands with the well-known domestic digital brand Bess Baseus to build a comprehensive integrated marketing case for new product launches in Europe and the United States around its first flagship headset MA10 and its upgraded MA10s in the Bowie series. Relying on the communication matrix of "authoritative endorsement + social media topics + talent" Grass + Top Media PR ", we have successfully helped Bess new products quickly build the mentality of overseas products.

Use real data and practical experience to provide reusable marketing models for digital brands to go abroad.

1. Case background: The pain points of digital brands in Europe and the United States and the core needs for the launch of new products

1.1 Brand and product positioning

倍思Baseus作为国内知名数码配件品牌，在全球消费电子市场拥有较强的产品创新实力与供应链基础，曾荣膺“财联社2024年最佳出海品牌奖”，其Bowie系列MA10是该系列首款旗舰耳机，MA10s为升级款，两款产品均具备核心技术优势，主打欧美中高端数码消费市场，目标客群为注重音质体验、追求便捷性的年轻消费群体及数码爱好者。

Among them, the MA10 is equipped with active noise reduction technology, 140H long battery life, IPX6 waterproof capability and Bluetooth 5.3 chipset, focusing on long battery life and stable connection; the MA10s is upgraded to 48dB active noise reduction, ENC high-definition call microphone, immersive space audio, new smart digital display, wireless charging functions, and IPX4 waterproof. The two products form a differentiated layout and cover different consumer needs.

1.2 Core pain points at sea

Although Best has a certain foundation in overseas markets, the launch of this new MA10/MA10s still faces three core pain points, which are also common problems for most digital brands to go abroad: First, the awareness of new products is low, and the category of headphones in the European and American markets is fierce. Competition, how to quickly establish a professional image of products and user trust has become the primary challenge; Second, localized marketing is difficult. European and American users 'perceptions and usage scenarios of digital products are significantly different from those in the country, so content needs to be created according to local consumption habits; Third, product and effectiveness are difficult to unify. It is necessary to enhance brand voice through topic communication, and We must also use precise grass planting to achieve sales conversion. At the same time, we need to take into account the differentiated promotion of the two products to avoid internal competition.

1.3 Core cooperation needs

Best and Whale Eating Technology have reached a cooperation, and their core needs focus on three points: First, seize the first traffic of new products in the European and American markets, especially the core traffic window of Black Five, to quickly improve the brand exposure and product awareness of MA10/MA10s; Second, Through integrated marketing methods, we can establish a professional and high-end brand mentality and solve the localized trust problem; The third is to achieve a full closed-loop of "exposure, grass planting and transformation", helping new products break through sales, creating good sales results for single-product products overseas, and at the same time promoting the influence of the Best brand in the European and American digital markets.

二、吃鲸全案解决方案：四大板块联动，构建品效合一矩阵

Combined with the characteristics of Best's new products, European and American market needs and core pain points, Whale Eating Technology has formulated an overall strategic framework of "authoritative endorsement + social media topics + talent grass + top media PR", focusing on the two core markets of Europe and the United States, in stages, Implementation by platform, taking into account the differentiated promotion of the two products, and following the principle of localized narrative throughout the process.

2.1 Preliminary preparations: precise positioning and strategic planning

Whale Eating Technology's New York and domestic teams worked together to complete three major preliminary preparations: First, clarify the scope and time of promotion, focusing on the two core markets of North America and Europe for the two MA10/MA10s products, including the promotion time in North America. It is from April 15 to April 25, and the promotion time in Europe is from May 10 to May 17, accurately targeting target users; The second is to determine the product comparison and promotion method, combining the characteristics of the two core platforms of YouTube and TikTok, and adopting three methods: "neutral comparison, mid-end with low-end, and holding one step on one". The "mid-end with low-end" model focuses on recommending MA10s, the display time of MA10 is controlled at 1/3, which not only highlights the advantages of upgrade models, but also takes into account the exposure of basic style; the third is to complete the screening of talents and resource docking, and select three types of talents that meet the product positioning to ensure the accuracy of planting grass.

2.2 Core execution: The four major sectors are linked together to achieve double breakthroughs in sound volume and transformation

(1) Authoritative endorsement: Cooperation with Oscar-level musicians to strengthen the professional attributes of products

为快速建立产品专业信任，吃鲸科技为倍思签约3位奥斯卡级音乐制作人——Chad Cannon、Joel Goodman、Pedro Osuna，作为品牌合作音乐人，借助其在音乐领域的权威影响力，为MA10/MA10s的音质表现、产品品质提供强信任背书，打破欧美用户对中国数码产品的认知壁垒，凸显产品“专业级音质”的核心卖点。截至目前，该系列音乐人合作已延续三季，成为倍思海外品牌背书的重要组成部分。

(2) Social media topic: TikTok Challenge, creating a closed loop of communication and fission

Aiming at the TikTok platform where young European and American users gather, Whale Eating Technology launched the #GOFINDYORDUO Topic Challenge, which combines the chorus interaction form that European and American users love: cooperators and the official main video will perform chorus co-ordination with unified signboard actions to guide users to participate in the challenge; Grass-planting talents combine their own content styles and incorporate the product highlights of MA10/MA10s to achieve the two-way linkage of "topic communication + product grass planting".

In order to increase user participation, a clear lottery mechanism is set up: users participate in the #BowieMA10noisecancellingDUO topic challenge, upload a co-produced creative video,@baseus.us and two friends can participate in the product reward lottery with the designated topic tags. At the same time, a complete link of "primary communication-secondary communication-communication closed-loop communication" will be built: primary communication involves talents participating in co-production challenges + product grass planting, secondary communication relies on the influence of talents to drive users 'UGC co-production and spread, and the official selection of high-quality UGC content will be distributed twice and rewards will be issued. Each talent will generate an exclusive tracking short chain to accurately quantify the effect of the event. This challenge has covered a total of 44.7 million TikTok users, creating a wide range of topics.

(3) Planting grass for people: precise screening, hierarchical layout, and differentiated promotion

Whale Eating Technology screened 20 vertical field talents and divided them into three types of precise layouts:

• 3C evaluation experts:Focus on the evaluation of consumer electronics products, focusing on explaining the functional differences and technical advantages of the two products (such as noise reduction effect and battery life) to attract potential buyers and enhance product professionalism and exposure;

• 生活好物开箱类达人：注重展示产品在日常生活中的实际使用场景（如通勤、运动、办公），内容更具情感化，激发用户兴趣与购买欲，助力打造倍思品牌亲民、实用的形象；

• Headphone hanging people:As the core group of headphone evaluation, it can accurately screen the target customer group of headphone consumption, have more experience in headphone introduction, function comparison, and user experience sharing, and directly promote product transformation.

The content distribution of talent strictly conforms to the differences between the US and European regions:

(4) Top media PR: Expand brand influence and strengthen authoritative endorsement

In order to further enhance the authority and exposure range of Best's new products, Whale Eating Technology has simultaneously linked up with leading vertical technology media such as Forbes and CNET, as well as comprehensive media platforms such as Newswire to release public relations content related to the new product and comprehensively introduce the product highlights of the MA10/MA10s., technical advantages and brand concepts, achieve widespread exposure and authoritative endorsement of the new product launch period, help Best establish a high-end and professional brand image in the European and American digital markets, and provide high-quality media endorsement for SEO inclusion.

三、案例核心成果：欧美红人营销真实数据与品效合一表现

This cooperation strictly implements the integrated marketing closed-loop of "exposure-grass-transformation". All results are based on real project data without any false exaggeration. It has successfully helped Best's new MA10/MA10s products achieve sound volume and sales volume in the European and American markets. Double breakthrough, setting a record for Best Group's single-product sales at sea. The specific core results are as follows:

3.1 Overview of core data

3.2 Long-term value: Brand influence continues to increase

This cooperation not only achieved a short-term sales breakthrough for the launch of new products, but also brought long-term brand value to Best: First, it successfully established the high-end and professional image of Best Bowie series headphones, and the cooperation with Oscar-level music producers continued for three seasons., becoming an important IP for the brand's overseas authoritative endorsement; second, through localized content and talent planting grass, it further shortens the distance between Best and European and American users and solves the problem of localized trust; Third, it has accumulated valuable marketing experience for Best's subsequent new products to go abroad, laying its competitive advantage in the European and American digital markets, and helping its global layout continue to advance.

4. Whale-eating methodology: Reusable celebrity marketing skills for European and American digital brands when going abroad

Combined with this launch case of Best's new product, Whale Eating Technology has refined three reusable digital brand overseas marketing techniques:

• Accurate positioning and differentiated promotion:针对多产品布局的品牌，需结合产品特性与平台优势，制定差异化推广策略，避免内部竞争，同时贴合目标市场的用户偏好，优化内容呈现方式；
• 权威背书+场景种草结合：The core competitiveness of digital products lies in technology and quality. The professional image can be strengthened through endorsements from authoritative figures and leading media. At the same time, with the help of scene-based talents and grass planting, users can intuitively feel the value of products and achieve the double breakthrough of "professional trust + emotional resonance";
• Construct a closed loop of propagation and quantify the effect:Relying on social media topics to create fission communication, combined with exclusive tracking short chains, data statistics and other methods, we can accurately quantify the marketing effect of each link to ensure that the entire link of "exposure, grass planting and transformation" is smooth and achieve the integration of quality and efficiency.