Managing full-service cross-border campaigns and experiential activations between Australia and China for Bayer Consumer Health.
Alibaba cross-border expo · Sydney 2019
Partner event launch · Sydney 2019
Project lead steering full-service agency delivery in Sydney: business pitches, concept ideation, experiential event design and on-site production across Bayer’s cross-border portfolio.
Pillar 1Business pitching & account growthLed client pitching and proposal development from the ground up, building creative concepts, strategic rationale and delivery plans to win and secure campaign briefs.
Pillar 2Concept ideation & experiential designOriginated creative ideas and mapped end-to-end consumer event journeys, translating product science into engaging physical installations and pop-up activations.
Pillar 3Compliant production & vendor sourcingSourced and directed specialised fabrication partners across Sydney for experiential build-outs and bilingual assets, enforcing strict alignment with healthcare advertising regulations and cross-border standards.
Pillar 4Execution & live event deliveryLed end-to-end on-site event operations across high-traffic consumer roadshows in prime public precincts, alongside high-stakes B2B summits and partner showcases with Alibaba.
Uniting Australian on-ground engagement with Chinese cross-border trade.
Strengthen Bayer Australia’s leadership in the Australia–China cross-border corridor, building consumer trust and driving direct demand for its flagship wellness portfolio while actively engaging the cross-border distributor and daigou ecosystem.
Balancing healthcare regulatory rigour with high-engagement experiential marketing for a dual audience.
Cross-border health brands operate in a demanding environment. They must maintain strict medical credibility and regulatory compliance in Australia while remaining culturally relevant, visible and commercially frictionless for Chinese consumers and cross-border traders.
Operationally, managing this full-service account within an agile agency setup required end-to-end ownership: pitching to secure project scopes, originating creative event concepts, sourcing specialised production partners, and coordinating complex on-site logistics across public commercial spaces and trade partner networks.
Partner summit plenary · Sydney 2018
High-touch consumer activations paired with high-impact B2B trade partnerships.
Conceived and delivered interactive brand moments, including the signature 10th Month mobile tour for Elevit, transforming custom Airstream hubs into interactive pop-ups across central Sydney to drive direct trial and organic sharing.
Curated high-impact partner summits and brand showcases linking Bayer leadership with Alibaba, cross-border e-commerce platforms and top-tier distribution networks to secure long-term commercial scale.
Oversaw the development of localised bilingual digital assets, event toolkits and promotional collateral, ensuring full compliance with healthcare advertising guidelines.
10th Month New Mum pop-up · Sydney 2018
Partner summit gala dinner · Sydney 2018
Partner event leadership · Sydney 2019
Elevit trade training room · Sydney 2018
High-efficiency cross-border reach and long-term channel leadership.
Pitched, produced and executed five integrated B2C and B2B activations across 2018 and 2019, cementing Bayer’s position across the Australia–China trade corridor.
The flagship 10th Month tour generated 3.4M+ Sydney impressions, 14.5M+ Weibo reads and 15M+ livestream views, at a cost per read of $0.53 against the $0.70–0.90 industry benchmark.
The activation mobilised four branded mobile hubs across high-footfall Sydney locations, Bondi, Chatswood and Belmore Park, connecting on-ground engagement with digital amplification. The campaign drove exceptional media efficiency and organic social sharing, linking Australian physical touchpoints directly with 29.5M+ digital impressions across China.
Anchored Bayer’s presence at two consecutive editions of the largest Australia–China cross-border e-commerce expo. Designed and managed a two-day partner summit featuring seven customised product rooms and 28 dedicated training sessions, engaging 130+ key trade partners and generating close to 1,000 organic distributor shares.
I found Nina is very professional and, principle centered with best interests in heart for client. Nina has brilliant sense in creativity as well as high attention on detail.
Diana Dong · Managing Director, Sussex Australasia
June 2020 · read in full →
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