In a country where Facebook and Twitter are censored, how did a condom brand spark a nationwide discussion on sex and sex related products? Understanding Chinese culture, the current state of sex education and the burning curiosity that exists in every red blooded human may have been the sparks that lit Durex’s social assets on fire.
In this insight report, we’ll delve into Durex’s marketing obstacles in government censorship, distribution, and the heavy cost of traditional advertising and show you the key digital, social and ecommerce strategies used to overcome and succeed online in China.
What you’ll learn:
How to leverage trending topics to introduce products and conversations to a mass Chinese audience online.
How to circumvent the high cost of advertising by building an always-on digital, social media ecosystem.
How to both educate and entertain audiences to create a groundswell of buzz.
How to partner with KOLs to create new content, and be interactive ambassadors for your brand.
How to leverage holidays and special events in China to achieve massive awareness when consumers are most likely to purchase.
How to work with different platforms to create synergies allowing access to new groups of people online.
How to build an ecommerce presence that significantly reduces the barrier to purchase.
How to have fun with consumers and cater to the Chinese “me” generation.
As China’s leading skin care marketer, L’Oréal Paris found creative ways to connect with consumers to explore the up-and coming cosmetics industry in China.
L’Oreal’s innovative Make Up Genius app allows users to try its products virtually online
Among these strategies, online media stands out one of the best ways to promote the brand’s image and engage with its target consumers, meanwhile exploring new avenues in ecommerce.
What You’ll Learn
Brand Website: We’ll show you how L’Oréal Paris draws in consumers, with a clear and simple display its products and educational content, attracts the attention of consumers.
Tmall: You’ll learn how L’Oréal brands its products and promotes its sales in one of the most popular e-commerce platforms.
App: We’ll take a look at how L’Oréal Paris boosts different apps to display specific content linking back to the brand. You’ll also find out more about the successful app, Makeup Genius, of which 4.7 million of its total 14 million downloads originated from China.
Weibo: Discover how L’Oréal Paris launches multi-platforms campaigns and successfully creates consumer engagement through activities on Weibo.
WeChat: We’ll see how L’Oréal Paris uses trending topics on the Internet to promote its products and engage with consumers.
Youku: You’ll find out how L’Oréal uses Chinese celebrities in high visibility international events to promote the brand’s image.
Key Opinion Leaders: We’ll reveal how popular actors and beauty influencers boost the highest rates of engagement.
Even in the face of the challenges brought by the slowing growth of Chinese economy, H&M has still managed to increase their sales by 11% in the third quarter. Among the reasons behind this success lies the creative use of their media presence. Its user-friendly online platforms communicate with the consumers, not only offering information about the products, but also suggesting creative ways to mix and match, this way promoting its fashion view.
This Swedish fast-fashion brand explores China’s digital social ecosystem with engaging content, promotions and campaigns to create positive interaction with China’s consumers. This has a positive impact on the image of the brand and greatly increases engagement rates.
In this report you will be able to have access to a detailed mapping of their outstanding use of the media platforms that that best engage Chinese netizens: brand.com, Weibo, WeChat, Youku, and KOLs.
What You’ll Learn
Brand Website: Discover how H&M uses its China website to promote its sales items and inspire its users with creative and stylish content. Find out how H&M, through the development of a user-friendly platform, gauges its Chinese consumers to shop on its e-commerce platform.
Weibo: We’ll show you how H&M engages its social followers in its latest campaigns, promote sales and leads them to its brand website for purchase.
WeChat: Find out how H&M tantalizes its WeChat followers promoting inspirational ideas and tips to encourage the creative use of its products and also attracting consumers’ attention through sales news.
Youku: Discover the outcome of H&M’s ad campaign videos and event content that yielded the highest number of views.
Key Opinion Leaders: H&M counts on influencer accounts to promote the brand name, and increase the impact of its campaign. Additionally, the brand creates leverage from engagement with fan club accounts when collaborating with popular celebrities to the Chinese public.
Givenchy provides a seamless social media experience that uses celebrities and KOL fashion influencers to amplify its brand message. The success of its autumn and winter fashion videos demonstrate the brand’s clear understanding of what their consumers find engaging. The brand even goes as far as creating gender-specific mobile apps to better target their key demographic, making efficient use of its online space.
Givenchy’s WeChat provides direction to offline stores and descriptions of new product lines
Givenchy uses its brand site, Weibo, WeChat, Youku, mobile apps, and KOLs to create and disseminate its digital brand image in China. We’ll show you in this report how Givenchy reaches Chinese netizens and enhances their customer journey via Chinese media channels.
What You’ll Learn
Brand Website: Discover how Givenchy uses its China website to promote its fashion show live streams. Find out how Givenchy encourages Chinese consumers to shop on its mobile apps as part of its digital commerce strategy.
Weibo: We’ll show you how the brand highlights memorable moments with world famous celebrities wearing Givenchy under the unique hashtag “Givenchy’s Classic Moments”. The brand also draws specific recognition to its Creative Director, Riccardo Tisci and explores his creative vision.
WeChat: Find out how Givenchy uses WeChat lures users to its offline stores by providing a directory of its boutique shops around the Greater China region. Givenchy uses its WeChat blogs to introduce its flagship stores around the world, from the Four Seasons in Macau to the store in Le Marais, Paris. It also provides a photo collage of its newest collections on its WeChat blog.
Mobile App: We will show you how Givenchy tailors its 2 gender-specific mobile apps–menswear app and womenswear app, to target their specific consumer group. ncrease mobile ecommerce sales.
Youku: Discover how Givenchy uses TVC videos to yield the highest views.
Key Opinion Leaders: Givenchy works with a number of influencer accounts to directly publish posts promoting the brand. Additionally, the brand uses celebrities to retweet campaign and fashion show content.
Hugo Boss uses their digital, social media ecosystem in China to promote their latest campaigns and educate Chinese consumers about their collections and sub-brands. Hugo Boss not only uses its China website for ecommerce sales, it also operates a Tmall flagship store for its BOSS Orange collection, which focuses on denim and casual wear. Its Tmall store provides a secondary platform for online shopping which can more easily participate in local shopping holidays such as Singles Day.
Hugo Boss connects China social media to brand ecommerce platform
Hugo Boss emphasizes product education and campaign promotion on its social channels. Its website has additional focus on fashion show live streams and ecommerce. In this report, you’ll discover how Hugo Boss optimizes their content to reach Chinese audiences across their major social networks- Weibo, WeChat, Youku, and its Tmall’s flagship store.
What You’ll Learn
Brand Website: Discover how Hugo Boss uses its China website to encourage online shopping and live stream fashion shows to keep Chinese netizens interested and update to date.
Weibo: We’ll show you how Hugo Boss uses its celebrity content to engage its social audiences while promoting its latest products.
WeChat: Find out how Hugo Boss uses its global campaign media to gauge user interest in the brand.
Tmall: We will walk you through the brand’s Tmall flagship store which offers with exclusive discounts on its BOSS Orange’s line.
Youku: Discover how Hugo Boss operates their main video platform to deliver campaigns and promote its new arrivals.
Key Opinion Leaders: Hugo Boss also co-works with a number of KOLs among different industries. You’ll find out which influencers had the greatest impact on user engagement and why.
Riding off the coattails of popular Hollywood movie “Straight Outta Compton”, Beats by Dr. Dre creates its “Straight Outta” Asia campaign to feature Asian A-list celebrities showing off their pride for where they came “straight outta.”
Beats By Dre works with China’s top digital influencers
Beats makes strategic use of celebrity ambassador KOLs, collecting video interviews as well as iconic images of them with their ‘Straight Outta’ logo. Beats disperses its campaign videos on popular video sites Tudou and LeTV as well as on its WeChat HTML5 multimedia page. The brand uses WeChat and Weibo platforms to lure users to its YOHOOD Straight Outta offline fashion event, creating hype with teaser posts and ticket giveaways.
What You’ll Learn
Weibo: We’ll show you how Beats uses A-list Asian and international celebrities to promote its campaign on Weibo. Find out how Beats makes strategic use of Weibo by having Asian super star Kris Wu post campaign material directly from his account.
WeChat: Investigate how Beats uses WeChat to tease its users about its upcoming offline fashion event, YOHOOD Straight Outta. We’ll also show you how the brand uses the newest mobile technologies to broadcast its campaign material on its WeChat HTML5 multimedia page.
Video: Discover how Beats uses LeTV and Youku video platforms to broadcast its campaign videos to a wide spread audience. Find out how the brand uses both mainstream and alternative video platforms to amplify their messages.
Offline Events: Beats collaborated with urban-chic retailer YOHO to create the YOHOOD Straight Outta offline event. Investigate how Beats successfully uses its O2O strategy to lure users to the event and surprise them with guest celebrity appearances.
Key Opinion Leaders: Find out how Beats appeals to a wide range of users by using a variety of KOLs and celebrities including both artists and athletes.
Michael Kors designs its digital, social ecosystem to amplify its brand messages and encourage Chinese consumers to purchase its products. The brand aligns its image with the jetsetting ideals of the Chinese nouveau riche. Michael Kors capitalizes on the growing trend of wealthy Chinese who are traveling and shopping abroad by providing mobile viewing catalogs on its mobile brand site and WeChat mini-blogs.
Michael Kors features its Jet Set campaign on Douban
Michael Kors combines its brand site, Weibo, WeChat, Youku, Douban, and KOLs to create an expansive social media ecosystem. We’ll show you in this report how Michael Kors uses its media channels to entice Chinese consumers and enhance their customer experience.
What You’ll Learn
Brand Website: Discover how Michael Kors uses its website as a brand media hub and product viewing catalog. Find out how Michael Kors encourages Chinese consumers to visit their stores by providing them store locator maps and product catalogs on their mobile devices.
Weibo: We’ll show you how Michael Kors uses Weibo to amplify its brand image to Chinese consumers. Find out how Michael Kors creates mini hashtag campaigns around its Jetset theme and shows its accessories alongside well-known celebrities.
WeChat: Investigate how Michael Kors uses WeChat as a mini-blog platform for its travel-focused, tech-savvy Chinese audiences. We’ll show you how the brand makes strategic use of WeChat’s multi-media functions.
Douban: Explore how Michael Kors uses its Douban platform as a media archive, storing and categorizing its previous campaign content and brand history.
Video: Discover how Michael Kors uses its Youku video platform to entice Chinese consumers with brand videos and campaign media. We’ll show you how
Key Opinion Leaders: Michael Kors works with a number of direct KOL influencers as well as the Weibo fan club pages of Chinese celebrities. Using influencer, retail, aggregator, media, and brand KOLS, Michael Kors amplifies its messages overs social media to its Chinese audiences. Find out which influencers had the greatest impact on user engagement and why.
MINI designs its digital, social ecosystem to help China’s netizens buy a new car. MINI’s website serves as an excellent central hub for product education and exploration. Its social media channels help to spread buzz and entice followers to test drive their cars. Users can explore options with car comparison tools, price calculators, and WeChat H5 mini-sites.
Mini’s China digital ecosystem extends across multiple social media channels
MINI’s ecosystem includes China’s most popular social media channels. Mini combines Weibo, WeChat, Tmall, Youku and KOLs to educate and entice Chinese consumers. We’ll show you in this report how MINI uses its media channels to provide a smooth, interactive customer journey.
What You’ll Learn
Brand Website: Discover how MINI uses its brand website as an official information hub to educate Chinese consumers on their products. Find out how MINI creates as user-friendly interface hosting information and tutorials on all different types of car models.
Weibo: We’ll show you how MINI creates and disseminates its cross over content all over Weibo. MINI cooperates with a number of other brands to create online interactive visual experiences that better communicate their messages to their social audiences.
WeChat: Find out how MINI increases test-drive registration with its cutting edge H5 (html-5) interactive WeChat page. Explore how MINI inspires customer creativity by offering them the chance to design their own digital car online.
Tmall: We will walk you through MINI’s strategic use of popular ecommerce platform, Tmall. You’ll see how MINI encourage users to visit their online dealerships by offering service discounts, after-sales accessories, and pre-owned car vouchers.
Video: Discover how MINI uses video platforms Tencent and Youku to deliver campaign content and introduce its specialized parts and accessories.
Key Opinion Leaders: MINI works with a number of direct KOL influencers among different industries. Between brand, influence, and media KOls, you’ll find out which influencers had the greatest impact on user engagement and why.
Sephora uses its digital, social media ecosystem in China to educate Chinese consumers about its variety of beauty products and brands. Sephora encourages a relatively inexperienced Chinese population to try out its cosmetic products by offering educational tutorials, giveaways, and sales promotions on a number of different media channels.
Sephora provides beauty and fashion tutorials to educate netizens and encourage product purchase
Sephora’s strong emphasis on customer relations and customer education can be seen through its variety of live chat customer support systems, online and offline engagement activities, and its video make-up tutorials. In this report, you’ll discover how Sephora maximizes its major social networks in China including its brand website, JD.com ecommerce platform, Weibo, WeChat, Mobile apps, and its KOL influencers to educate and familiarize Chinese consumers with their cosmetic products, increasing the likelihood of purchase and repeat business.
What You’ll Learn
Brand Website: Discover how Sephora uses its brand website as a media and informational hub to maintain Chinese customer communication and education.
Weibo: We’ll show you how Sephora tantalizes its Chinese audiences with personal health survey quizzes, giveaway engagement campaigns, UGC repost content, and celebrity endorsement. You’ll also see how Sephora facilitates and encourages online product purchase by offering direct links from its Weibo account to its online purchase page.
WeChat: Discover the differences between Sephora’s Weibo and WeChat accounts, and how Sephora engages its WeChat users with free giveaway engagement activities and promotional product sales. We’ll also walk you through Sephora’s WeChat customer relations process which includes product information, membership loyalty rewards and direct purchase links.
Mobile App: Sephora operates an efficient and easy-to-use mobile app that allows users to buy its products on the go. We’ll walk you through their mobile app purchase process step by step and show you which methods work best for Chinese mobile shoppers.
Key Opinion Leaders: Sephora works with a number of direct and retweet KOL influencers with a focus on beauty and fashion. We’ll show you which influencers had the greatest impact on user engagement and why.
Air France’s China digital, social media ecosystem works to amplify its key messages of travel and leisure, encouraging Chinese netizens to travel abroad with their user-friendly brand website and their glossy destination highlights posted on their Weibo and WeChat accounts. Air France’s commitment to customer satisfaction, new and innovative mobile apps, and engaging culture-oriented image and video content facilitate a new generation of Chinese looking to travel abroad.
Air France uses China’s most popular social platforms, both past and present
In this report, you’ll discover how Air France maximizes its major social networks in China including its brand website, Weibo, WeChat, Youku, Mobile apps, and its KOL influencers to spread awareness and influence Chinese consumer perception and behavior.
What You’ll Learn
Brand Website: Discover how Air France uses its brand website to facilitate ticket purchase and amplify its brand messages to its Chinese-speaking audience.
Weibo: We’ll show you how Air France popularizes international travel by using destination highlights to captivate its Chinese audience. You’ll also see how Air France interacts with its users by offering travel tips, product and service surveys, and offering ticket giveaways for those participating in its engagement competitions.
WeChat: Discover the differences between Air France’s Weibo and WeChat accounts, and how Air France uses WeChat to distribute and disseminate its promotional content for ticket sales and discounts. We’ll also show you how Air France’s live-chat customer service on WeChat as well as its full service map assist users while they are on the go.
Youku: Air France holds the majority of its video content on Youku. We’ll show you which videos were successful in producing the most amount of engagement and why.
Key Opinion Leaders: Air France works with a number of direct and retweet KOLs which include influencers with travel and lifestyle focus and KOL aggregators that collect and repackage information for Chinese audiences. We’ll show you which KOLs were the most successful in contributing to Air France’s overall engagement and why.