Red Fan Communications

What does it look like when a global brand shows up in a creator's world without overshadowing it?

That question was at the center of a fireside chat at last week's Asia x Austin Summit, a SXSW official event at the Long Center. Red Fan's Kathleen Lucente moderated a conversation with Allison Robl Stransky, CMO of Samsung Electronics America, and the stories she shared were worth sitting with.

Nearly 3,800 Olympic athletes were equipped with Galaxy phones to tell their own stories from the Village to the podium. High school students used AI to build oral cancer screening apps. Audrey Nuna, the Korean-American singer-rapper now known worldwide for her role in KPop Demon Hunters, built an entire Samsung campaign around her personality and her heritage, and it resonated because it was real.

In every case, the technology stepped back. The humans were the story.

Allison doesn't measure success in KPIs. She measures it in the moment someone sees themselves in a story and shares it. That's a standard worth borrowing, whether you're running a global brand or building one.

Thank you to Helen Haman, Mark Duval, and the Greater Austin Asian Chamber of Commerce for including Kathleen in this year's program.

Don’t pinch—pitch. 📨

Happy St. Patrick’s Day from the Red Fan team! 🍀

Founded in 2015, Hyliion was more accustomed to accelerators and pitch competitions than earnings calls and bell ringings. That had to change fast.

Red Fan activated a full-scale communications program that put Hyliion in front of investors, analysts, and industry press simultaneously.

Four months. One public listing. One story told right.

The result:

• 1,800+ media mentions
• 400% web traffic increase driven by earned media
• Coverage across Bloomberg, Wall Street Journal, Yahoo! Finance, Forbes, CNBC, Barron's, and more
• Successful October 2020 public listing

The best activations don't just generate coverage. They build market confidence.

How we did it: The Red Fan Impact Engine™
https://bit.ly/4kuqHuJ

Read the full case study: https://bit.ly/4qyZyIn

In 2020, Hyliion was competing for attention against Tesla and Nikola—two brands with massive consumer visibility and deeper media footprints.

Red Fan diagnosed the competitive landscape and found the differentiator: renewable natural gas is the only electrification path that can reduce or negate carbon emissions in commercial transportation.

The result:

• 289% share of voice increase against direct competitors
• 1,800+ media mentions
• Brand positioning established around technology differentiation, not hype
• Notable coverage in Bloomberg, WSJ, Forbes, CNBC, The Verge, and Reuters

The right diagnosis turns a crowded market into a clear lane.

How we did it: The Red Fan Impact Engine™
https://bit.ly/4kuqHuJ

Read the full case study: https://bit.ly/4qyZyIn