Taiwan Expo USA

TAITRA partnered with HireInfluence to launch its first event in the United States, the Taiwan Expo in Washington, D.C., with the goal of showcasing Taiwanese culture, innovative products, and strengthening the relationship between Taiwan and the U.S. To achieve this, a large-scale campaign was developed that combined Instagram influencer marketing with public relations efforts, billboard advertising, print and digital media, pre- and post-event media coverage, paid and organic social media, newsletters, and radio advertising.

The influencers selected for the campaign were part of the lifestyle, travel, family, and technology sectors, which helped connect with an audience interested in innovation, culture, tourism, and international relations. Through their content, they helped build excitement around the event, preview the venue, highlight iconic elements of Taiwan such as bubble tea, and drive traffic to the expo. In addition, the campaign amplified influencer content through whitelisting and paid media to maximize reach.

HireInfluence also executed a strong PR and traditional media strategy. Billboards placed in high-traffic areas of Washington, D.C., visually showed what attendees could expect, while local media coverage and press releases provided detailed event information and answered common questions. On social media, the content was engaging, educational, and updated in real time. WMAL Radio was also brought in to attend the event, promote giveaways, and help create a memorable audience experience.

Overall, the campaign reached a potential audience of more than 343 million people, generated 135,000 engagements, nearly 6,000 clicks, 102,000 messages opened, and more than 5.7 million impressions from billboard advertising alone. Thanks to this integrated, multichannel strategy, the event attracted more than 8,300 attendees and positioned Taiwan Expo USA 2022 as a highly relevant trade show in the U.S. market.