Cross-border talent marketing practice at 2025 CES: Amazon × Whale Eating Integrated Communication Empowering China brands to break the globalization circle

In the global consumer electronics industry, CES has long become the core position for China's overseas brands to showcase their innovative strength and connect with the international market. However, traditional exhibition marketing generally falls into the dilemma of "emphasizing participation and neglecting communication","one-time exposure, no long-term precipitation" and "content homogenization and insufficient trust". Most brands only rely on official press releases and simple check-in on site to complete communication. They are unable to reach precise overseas users, nor are they able to form reusable marketing assets, nor are they able to open up the closed loop of "exhibition exposure-social media grass planting-e-commerce transformation".

In response to industry pain points, Amazon joins forces to eat whales (MakeWonder) has created a 2025 CES multi-brand talent integrated promotion project, breaking the traditional solidification model of exhibition marketing, with "international top exhibitions + local celebrities + dual platform layered communication + e-commerce closed-loop diversion + long-term content precipitation" As the core logic, it customizes exclusive communication solutions for 6 China benchmark overseas brands, and at the same time realizes Amazon platform value transfer, China brand voice improvement, e-commerce transformation and efficiency increase, Four core goals for content asset accumulation.

Amazon hopes to use CES, the world's top technology exhibition, to truly present the innovative results of China sellers on the international stage, further enhance the confidence of more cross-border sellers in the Amazon ecosystem, and encourage more sellers to go global through Amazon. This project invites overseas science and technology experts to conduct in-depth explorations and records the highlights of China brands from a third-party perspective. All talent content will be recycled uniformly and used in Amazon's promotion material pool in multiple domestic promotion channels to enrich platform investment and brand communication content.

Cross-border marketing pain points at CES show break through: Why can't cooperation with ordinary talent meet global communication needs?

Currently, cross-border brands participate in CES, and the regular talent marketing model has many shortcomings, which is difficult to adapt to the global communication and e-commerce transformation needs of brands. The core pain points are concentrated in four dimensions, which is also the core of Amazon's joint whale eating project to create exclusive projects. Original intention:

The communication perspective is single and the trust is insufficient: most cooperation only provides on-site check-in and simple unpacking of products. The focus is on brand self-promotion. There is a lack of third-party real experience endorsement. The recognition of overseas users is low, and it cannot break the "domestic home appliances/The stereotype of questionable quality of technology products."
Platform play is chaotic and traffic efficiency is low: content is blindly published on a single platform, and differentiated content layout is not made based on platform features such as YouTube and TikTok. Short Video are not sufficiently popular, which makes it impossible to accurately plant grass and difficult to leverage platform algorithm traffic.
Focus on short-term exposure and light on long-term assets: only pursue short-term traffic during the exhibition period, and there is no secondary reuse or linkage communication after the content is released. It cannot provide material support for subsequent investment promotion, brand promotion, and e-commerce drainage. The communication value is short-lived.
There is a serious disconnect between quality and effectiveness, and there is no closed-loop transformation: Daren content is only exposed to the brand, and is not bound to the e-commerce link. Exposure cannot be turned into sales. Exhibition traffic is lost in vain, and brand participation investment is not proportional to actual returns.

The Amazon × Whale Eating 2025 CES project is aimed at the pain points of the above industries and creates an integrated marketing solution that can be closed-loop, precipitated, convertible, and reused. It is different from all single exhibitions on the market and the cooperation of experts to achieve a global breakthrough in the integration of product efficiency and sales.

Core positioning of the project: Amazon × Whale Eating Exclusive Cooperation to Rebuild a new cross-border marketing paradigm at CES

This project is organized by Amazon, the world's leading cross-border e-commerce platform, and a professional overseas talent marketing agency to eat whales The multi-brand integrated marketing project jointly created by (MakeWonder) is not an exhibition promotion for a single brand, but focuses on the core theme of "Amazon Platform Empowers China Brands Going Abroad." Relying on the 2025 CES global top technology exhibition scenario, it integrates high-quality local technology talents in North America. Resources, through offline exploration, real-time live broadcast, in-depth evaluation, multi-platform proliferation, e-commerce diversion, and material precipitation full-link execution, it completes a combination of brand communication, An international integrated marketing event involving content precipitation, e-commerce transformation, and word-of-mouth construction.

Project core differentiation label
Platform-level cooperation rather than brand single point cooperation, multi-brand matrix communication rather than single brand exposure, dual-platform layered approach rather than blind distribution, closed-loop quality and efficiency sales rather than simple exposure, long-term material precipitation rather than one-time communication

2.1 Core partners and service brands

Leading party: Amazon, relying on platform ecology, provides an international communication stage for China's overseas brands, transmits the platform's support strength to sellers, and enhances the confidence of cross-border sellers to settle in
Executor: Make Wonder, responsible for the entire process of case planning, talent screening, on-site execution, content control, communication review, and material recycling
Service brands: 6 China's benchmark overseas technology brands, covering the fields of smart cleaning, smart security, imaging technology, outdoor power supply, and commercial equipment, namely Roborock, Tineco, Reolink, Insta360, BougeRV, and MUNBYN

2.2 Project core goals

Content asset precipitation: Produce high-quality original content for overseas talents, build Amazon's exclusive marketing material library for subsequent cross-border investment promotion, brand PR, and platform promotion, achieving one-time exhibition and long-term reuse
Platform word-of-mouth construction: With the help of third-party perspectives of local talents in North America, we will strengthen overseas users 'awareness of "Amazon Platform Quality China Brands" and enhance the two-way credibility of the platform and brand
Global exposure breaks the circle: Relying on differentiated communication on YouTube+TikTok dual platforms, we will expand overseas exposure of CES exhibition content and reach global technology enthusiasts and precision consumers
E-commerce diversion and transformation: Open up the link between talent content and Amazon stores, realize the closed loop of "exhibition exposure-social media grass planting-station conversion", and increase the actual sales of participating brands

Exclusive creative strategy: Four core highlights, opening up the essential gap with ordinary CES marketing

This project completely abandons the extensive approach of traditional exhibition marketing and innovates from four dimensions: scene, platform, talent and link, forming four exclusive creative highlights. It is also the core competitiveness of the project that distinguishes it from similar cases, and fits the entire process of overseas users. Consumption habits and platform communication rules:

3.1 Real exhibition scenes + third-party talent perspective build a solid foundation of trust

Different from fake content such as photo shoots and unpacking, cloud exploration exhibitions, whale eating provides travel support for talents throughout the entire process, ensuring that 4 YouTube in-depth talents and 1 TikTok head celebrity visit the CES exhibition site, and immersive from the first perspective. Explore the exhibition, visit the 6 major brand exhibition areas on the spot, truly experience product functions and explain brand innovation technologies. All content is live and native creation. It has no scripts, hard and wide, and no parameters. It conveys brand value from the third-party perspective of local North American talents, completely breaks the trust barriers of overseas users, and perfectly conforms to the core requirements of "authenticity and trustworthiness" in the EEAT Guidelines.

3.2 YouTube+TikTok dual-platform layered play, achieving a double harvest of deep grass planting and popularity spread

Based on the attributes and user preferences of different social media platforms, the project adopts a hierarchical communication logic of "one platform, one positioning, one content, one strategy" to reject content across the board and maximize traffic utilization efficiency. This is also something rarely done by ordinary exhibition marketing. Refined layout:

YouTube: In-depth content precipitation, professional grass planting and long-term communication

Focusing on four local medium-and large-scale technology experts in North America, we focus on high-information-density content such as exhibition videos, in-depth product evaluations, and brand interviews. The horizontal screen and long video form adapts to the communication logic of technological content. It can not only fully display the atmosphere of the CES exhibition and the highlights of brand new products, but also use Google search weight to improve the long-tail exposure of content, realize long-term grass planting for months or even years, and solve the problem of ordinary Short Video. Pain points with short life cycles.

TikTok: Real-time live broadcast to create momentum, short-term breaking and instant interaction

Linkage with 2.2 million fans and leading technology guru frankmcshan to carry out a live broadcast of CES, delivering exhibition trends and new product highlights as soon as possible, interacting with overseas users to answer questions in real time, quickly creating popularity for the exhibition, leveraging platform algorithm recommendation traffic, and achieving a short period of time. Large-scale exposure. The vertical screen short content + live broadcast format adapts to the viewing habits of young users, facilitates secondary editing and multiple dissemination of the content, and amplifies the volume of the exhibition.

3.3 Multi-brand matrix linkage + platform empowerment amplifies the clustering effect of China's overseas brands

Different from the model in which a single brand participates in the exhibition alone and disseminates, this project integrates 6 China's leading overseas technology brands to form a brand matrix. Talent visits each brand exhibition area in turn to showcase the innovative strength of China brands in series. It not only avoids the thinness of a single brand communication, but also strengthens the overall international image of "China Intelligent Manufacturing". At the same time, it highlights Amazon's comprehensive support capabilities for China sellers as a cross-border e-commerce platform, achieving two-way improvement of "brand voice + platform reputation" and forming differentiated competitive advantages.

3.4 Closed-loop quality and efficiency sales + long-term material reuse, breaking the short-term doctrine of exhibition marketing

The biggest differentiated advantage of this project is to completely open up the communication and transformation link, while at the same time achieving long-term value precipitation, and refusing one-time exposure:

E-commerce closed-loop diversion: All talent content is embedded in the exclusive purchase link of participating brands Amazon. Talent simultaneously adds products to Amazon's recommendation list, and the comment area guides jumps, realizing the full-link conversion of "overseas users viewing content-getting grass-skipping Amazon to place orders", solving the industry pain point where exhibition traffic cannot be implemented
Global reuse of materials: All original videos, live screenings, and live tidbits are uniformly recycled and included in Amazon's official material library. They can be used for subsequent cross-border investment promotion, brand PR manuscripts, official social media communication, seller training and other scenarios. Output multiple values
Multi-end linkage amplification: The three-party linkage of the talent account, the brand's official social media account, and the Amazon official account will warm up before the exhibition, live broadcast during the exhibition, and resume after the exhibition, amplifying the communication effect throughout the cycle and extending the content life cycle

Full-cycle execution rhythm: three-stage refined manipulation to ensure maximum communication effect

The entire project execution process is divided into three stages: pre-exhibition warm-up, in-exhibition content production, and post-exhibition secondary dissemination. The rhythm is clear and the division of labor is clear. The whale eating team follows up on site throughout the entire process to ensure that every link is implemented in place and eliminate implementation gaps. This is also the core guarantee for the success of the project:

4.1 Pre-show warm-up stage (2024.12.23-2025.1.6): Ready to build momentum and lock in precise traffic

Core goals: To pave the exhibition's popularity in advance, attract the attention of overseas technology enthusiasts and cross-border sellers, and accumulate initial traffic for live broadcasts and video releases during the exhibition.

Core actions: The brand's official social media (Ins, FB, TikTok) released exhibition previews, new product tidbits, and exhibition guides;TikTok's top talent released live previews 3 days in advance, starting an interactive lottery;YouTube talent released a pre-heated short film for the exhibition, informing fans in advance of the exhibition plan and targeting the target audience.

4.2 Implementation stage during the exhibition (2025.1.7-2025.1.8): Deep cultivation on site to produce high-quality content

Core goals: To ensure smooth exploration of the exhibition by talented people, complete high-quality content shooting and live broadcasting, and capture the core highlights and product details of the exhibition.

Core actions: The whale eating team coordinates on-site to assist talents in quickly entering the brand exhibition area to complete the shooting; follows up the TikTok celebrity live broadcast throughout the process to ensure smooth live broadcast and compliance with content; simultaneously records live playback, takes live tidbits, and talent exploration photos, enrich the material reserve; ensure that talents fully explain the brand highlights and core product advantages, and control the content quality.

4.3 Post-exhibition diffusion stage (2025.1.9-2025.1.17): secondary fermentation to amplify the transformation value

Core goals: Extend the communication cycle, promote long-tail exposure of content, guide traffic into e-commerce sales, and complete material recycling and precipitation.

Core actions: Daren successively releases in-depth long videos of the exhibition and mounts Amazon purchase links; brand official accounts release exhibition review content, and @ Daren accounts guide interaction; Amazon Good Things Recommend Officers share content twice to strengthen the grass planting effect; All original content, tidbits and materials are uniformly sorted and archived and included in the official material library for subsequent long-term publicity.

Preliminary promotion (2024.12.23-2025.1.6): The goal is to increase China sellers 'awareness of CES activities and attract attention. Implementation content includes official account announcements: release exhibition event announcements on the official account (Ins+FB+TT) of the participating brands, including exhibition information, exhibits product tidbits, new product forecasts, CES ticket raffle activities, etc.; live broadcast announcements: TT people release live announcements 3 consecutive days in advance to create momentum for the event; talent announcements: If the brand has new products on the market at the exhibition, they can allow them to conduct Early Access, predictions or product reviews of the new products.

During the exhibition period (2025.1.7-1.8): The goal is to help talented people capture high-quality exhibition content. The execution content includes video shooting: ensuring that the talents accurately visit the invited China brand exhibition area and successfully complete the shooting; live broadcast: assisting the talents to complete the live broadcast activities, ensuring accurate access to the invited brand exhibition area, and simultaneously recording the screen live broadcast activities; Collection of tidbits: Capture photos of the talents visiting the exhibition, and guide them to take photos with the designated brand war zone to enrich post-promotional materials.

Post-promotion of content generation(2025.1.9 - 1.17): The goal is to maximize the life cycle and influence of content. The execution content includes planting grass on the talent video: Amazon links to recommended brands and products are attached to the comment area under the talent video; multi-platform recommendation: Amazon talent updates the products of participating brands to their own recommendation list and makes a second sharing; Official account promotion: Exhibiting brand official account (Ins+FB+TT) releases CES event review videos or photos, especially highlights of talent visiting the exhibition, and @ talent to guide fans to jump to watch the video.

Building a talent matrix: Accurately screen North American talent to meet the dual needs of communication and transformation

Talent screening is the key to the success of the project. Whale Eating abandons the extensive logic of "fan-only" and strictly follows the four standards of "category accuracy, local fit, content professionalism, and transformation ability". It selects 5 North American local high-quality technology talents, forming a "4+1" golden matrix, perfectly adapting to the communication needs of dual-platform:

Talent account	cooperation platform	Talent positioning	core responsibilities
TKBay	YouTube	北美中型科技测评达人	In-depth visit to the CES exhibition, actual measurement and explanation of smart brand products
TechWithBrett	YouTube	North American technology ranks among high-quality talents	New product highlights are disassembled and the exhibition atmosphere is immersive
ByValentineLewis	YouTube	Highly interactive technology life talent	Experience products from a user perspective and strengthen scene-based grass planting
Shane Starnes	YouTube	专业科技测评达人	Hardcore technical interpretation enhances brand professional credibility
frankmcshan	TikTok	Top tech talent, 2.2 million + fans	Live live broadcast of CES quickly ignites the popularity of the exhibition

所有达人均为北美本土创作者，熟悉当地用户喜好与语言习惯，内容风格真实接地气，既具备专业测评能力，又能快速拉近与海外用户的距离，避免跨境内容水土不服。

Practical results of the project: multi-dimensional breakthroughs in quality and efficiency sales

After the implementation of the project, not only did the expected communication goals be achieved, but also achieved outstanding results in the four dimensions of exposure, interaction rate, content precipitation, and e-commerce diversion. The specific results are as follows:

6.1 Global exposure results: The total number of views on dual platforms exceeded 208,000

YouTube platform: The total number of views of the four talents reached 198,000 in 7 days, and the average number of views per person was 49,500, far exceeding the average playback level of daily content of the talents. The content was recommended by platform algorithms, and the long-tail exposure continued to grow
TikTok platform: More than 10,000 people have watched live broadcasts and Short Video content. Live broadcasts and real-time interactions are popular, quickly leveraging the traffic of young users, and the popularity of the exhibition spreads rapidly
Total global exposure: The dual platforms have a total of 208,000 + views on 7 days, accurately covering the three core groups of North American technology enthusiasts, cross-border consumers, and potential sellers

Daren	platform	Video views (7 days)	praise	评论
TKBay	YouTube	45,000	736	26
TechWithBrett	YouTube	55,000	492	24
ByValentineLewis	YouTube	48,000	1,118	74
Shane Starnes	YouTube	50,000	506	22
frankmcshan	TikTok	10,000+观看人次	/	/

6.2 用户互动成果：高互动率验证内容优质度

优质内容带动高互动，YouTube端4位达人合计点赞超2800次，评论超140条，其中ByValentineLewis单条视频点赞1118次、评论74条，互动率位居榜首，用户留言多为产品咨询、购买询问，种草效果显著，充分证明内容的吸引力与实用性。

6.3 核心价值成果：超越曝光的长效价值沉淀

内容资产：累计产出5条原创深度视频、1场完整直播、数十条现场花絮，全部纳入亚马逊素材库，成为后续招商、宣传的优质素材
口碑建设：通过本土达人背书，有效提升6大中国品牌在海外的认可度，强化亚马逊平台优质跨境品牌聚集地的形象
电商导流：内容挂载专属链接，为亚马逊店铺带来精准流量，推动参展品牌展会期间销量稳步提升，实现品效销闭环

项目核心差异化总结：为什么这是跨境展会营销的标杆案例？

对比市面上普通的CES展会达人合作项目，亚马逊×吃鲸本项目的核心优势与独特性，体现在三大层面，也是其成为跨境营销标杆的核心原因：

Higher position: platform-level integration rather than single-point brand services: The project is led by Amazon, serving a multi-brand matrix, taking into account China brand communication and platform value transmission. The pattern far exceeds the exhibition promotion of a single brand and is more industry reference.
More precise play: full-link closed-loop, rather than extensive exposure: from pre-exhibition warm-up, execution during exhibition to post-exhibition review, from dual-platform differentiated content to e-commerce diversion and material precipitation, a complete closed loop is formed, every step is accurately implemented and invalid release is refused
Longer value: Long-term reuse, not short-term traffic: Break the pain point of "one-time consumption" in exhibition marketing, realize one exhibition, multiple values, content can be reused for a long time, and reputation can be settled for a long time, bringing continuous benefits to brands and platforms.

Enlightenment from cross-border brand CES exhibition marketing practice

Based on the successful practical experience of this project, Whale Eating has summarized the core marketing insights suitable for China overseas brands to participate in the CES exhibition, and provided directly reusable practical suggestions for similar brands:

Choosing the right talent is more important than choosing the top talent: Give priority to local top talent over pan-entertainment top accounts. Only professionalism and local fit can bring high trust and high conversion
Dual-platform collocation is the key to communication: YouTube provides deep precipitation and long-tail traffic, TikTok provides short-term breakdowns and real-time popularity, and only by clear division of labor can the communication effect be maximized
We must open up the e-commerce conversion link: exhibition exposure will ultimately be turned into sales volume, content will be mounted on e-commerce links, and in-station conversion will be guided, so that the investment in the exhibition can produce real returns
Pay attention to long-term reuse of content: plan material recycling and secondary dissemination in advance to avoid one-time exposure and continue to extend the marketing value of the exhibition

Conclusion: Eating whales × Amazon helps China brands to achieve long-term global growth

The 2025 CES Amazon × Whale Eating Multi-Brand Talent Integrated Promotion Project is not only a successful exhibition marketing actual exercise, but also a replicable and implementable cross-border brand global communication paradigm. The project completely broke the pain points of traditional exhibition marketing, and achieved multi-dimensional win-win results in brand voice volume, platform reputation, e-commerce transformation, and content precipitation with professional execution, real content, and closed-loop links, fully demonstrating the professional strength of whale eating in overseas marketing and cross-border integrated communication.

In the future, Whale Eating will continue to deepen the overseas cross-border marketing field, relying on rich local talent resources and refined full-case handling capabilities, and work together with more cross-border platforms and overseas brands to create more high-quality integrated marketing cases and help China Intelligent Manufacturing breaks down international barriers and achieves long-term global growth.

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