Case Study · Taiwan Excellence × Sociallyin
You can’t market a country with one feed.
Taiwan Excellence came to Sociallyin with three audiences, three platforms, and goals written into the contract. At the halfway checkpoint, every audience-growth goal was cleared, and several full-year targets were already gone.
A national brand with one working channel.
Taiwan Excellence is the flagship program of TAITRA, Taiwan’s national trade promotion organization. It certifies the country’s best products for innovation, reliability, and sustainability, everything from smart-hospital AI to 80-foot yachts, and its job is to make the world notice.
The world was noticing unevenly.
Nearly the entire audience sat on one platform, and it wasn’t the platform where the program’s next audience lives: younger consumers scroll Instagram, and the US policymakers Taiwan wants in the conversation are on X. An in-house team was keeping the channels alive, but the program wanted an agency to lead, not assist.
They found Sociallyin the way buyers do now: someone at the Taiwan Trade Center asked ChatGPT to recommend a social agency, and our name came back.
Audience in the program’s first month. Squares drawn to scale.
Treat each platform as its own market.
Most nation-brand marketing broadcasts one proud message everywhere. The brief named three audiences, one per platform. Our call was to run them as three separate campaigns sharing one brand.
Product proof, trade-show activations, award-winner showcases. The audience that specifies, sources, and signs.
Culture, design, the Taiwan behind the products. The audience the program didn’t have yet.
Policy-adjacent discourse and outbound engagement with embassies, partners, and aligned organizations.
FuBear, the program’s mascot, got its own lane as an owned IP asset with its own goals.
The goals weren’t aspirational. Platform-by-platform targets for new fans, engagement, and impressions were fixed in the scope before the first post went up. We agreed to be measured against them.
Smart hospitals, smart cockpits, and a bear.
Full-service meant the whole machine: strategy, content production for all three platforms, community management, paid media, and event support, run by a US team with approval loops through Taipei HQ.
The production range was the hard part. In a single stretch, the calendar covered healthcare AI for a hospital-industry audience, a custom 80-foot motor yacht, Taiwan’s national baseball obsession, PFAS water filters, and a pillar-to-pillar smart cockpit display. In the first four months of execution, 122 Facebook posts, 118 Instagram posts, and 223 X posts shipped, plus six interactive events each on Facebook and Instagram against a full-year goal of four.
When the program took its pavilion to a major US healthcare trade show, we ran the social layer: booth-driving content, a product launch and boba networking mixer, puzzle challenges, and giveaways for the 11 Taiwanese smart-healthcare companies exhibiting.
Paid was engineered for efficiency, not vanity: engagement costs ran as low as one to two cents across Facebook, Instagram, and FuBear content in the heaviest months of spend, and X impressions averaged a $0.60 CPM across the half.
By month two, Facebook was running at six times its engagement goal.
In the program’s second month, with paid amplification running, the architecture showed its hand. Facebook did 192% of its monthly impression goal, three times its monthly new-fan goal, and six times its monthly engagement goal.
Dashed line: the monthly goal. Bars drawn to scale.
The halfway checkpoint.
The engagement’s semi-annual report went to Taipei with every growth, engagement and impression goal cleared on all three platforms. Results are from that report’s KPI scorecard, measured against half of each annual goal. FuBear’s total is from the report’s FuBear table.
Facebook B2B BUYERS
120% of goal, on a page of 588,584 fans.
249% of the half-year goal. That’s 125% of the full-year goal, with the second half still to run.
108% of goal.
Instagram YOUNGER CONSUMERS
101% of goal. The younger audience the program was missing, now forming.
138% of goal.
115% of goal.
X POLICYMAKERS
118% of goal, on an account with 747 followers in its first month.
217% of the half-year goal, and already past the full-year goal.
Built on paid amplification, at a $0.60 average CPM.
FuBear OWNED IP
In the half. The semi-annual report named FuBear among the best-performing content on every platform.
All three platforms hit their growth goals. All three cleared.
A program that can prove its own thesis.
Taiwan Excellence exists to convince the world that Taiwanese companies make world-beating products. Now the program itself has the receipts: Facebook engagement at 249% of goal, a younger audience forming on Instagram, a policy audience materializing on X from 747 followers in its first month, and a mascot that became some of the best-performing content on every platform.
Countries don’t have audiences. Buyers, fans, and policymakers do.
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