China Growth Capital (CGC) is a leading early-stage venture capital firm in China with an extended interest in Silicon Valley. The firm funds seed to Series B in fintech, enterprise tech and Internet consumer sectors. Since its founding in 2006, China Growth Capital has grown to manage 8 Billion RMB (approximately 1.2 Billion USD) in asset under management across its different RMB and USD funds, with over 200 portfolio companies under management (as of 2018).
China Growth Capital wanted to expand their brand presence outside of China and gain more global recognition. In particular, they also wanted to raise the personal profiles of their key executives and devise a consistent reputation management strategy. Our strategy focused on building CGC’s brand on prominent Western sites such as Google, Linkedin, CrunchBase, YouTube, as well as gaining coverage through press and thought leadership.
We choose to work with Kaitlin because of her strong industry experience with venture capital, technology and her knowledge in cross-border branding and marketing. Kaitlin has made a significant impact by raising the awareness of Chinese tech start-ups and the Chinese VC space on the world stage. - Wayne Shiong, Partner, China Growth Capital
The work started by conducting competitor analysis and industry trends analysis to help China Growth Capital convey tell their brand story to investors, portfolio companies, the press and the public. We identified three key focus sectors: fintech, enterprise tech and Internet consumer. Following the logo and color palette update and keywords analysis, we redesigned the company Powerpoint deck and updated the English company bio.
SEO updates were implemented on the website as well as for Google Images, Google Videos and Google News. A new YouTube channel was established, with Chinese video content translated with updated English subtitles and description. We also advised on updates for the website, including for each portfolio page.
We helped the core team establish their personal brand positioning and identify the key attributes to communicate to their key publics through Linkedin and various social media platforms. We also produced a series of video tutorials for the whole team on how to manage Linkedin. Focusing on the executive personal brands of the managing partner Haiyan Wu and partner Wayne Shiong, our efforts secured multiple press interviews and event requests.
We planned and executed public relations campaigns to promote CGC’s investment into semiconductors, enterprise software and space technology, resulting in coverage in media outlets such as PeHub, Tech in Asia and China Money Network, among others. Thought Leadership pieces were produced to further the personal brands of the key executives.
The results are a refreshed brand positioning and a consistent brand story on Western media. The firm’s search engine ranking has significantly improved for Google images, video and news. A total of 10 pieces of press coverage and thought leadership articles were published. In 2018, CGC successfully completed an additional funding round of $300m USD.