Project Overview

In 2019, a U.S. healthcare brand launched an online marketing campaign for a new product in China in partnership with BeyondNext, which developed a marketing campaign to meet the tastes and needs of its target consumers – mainly health-conscious, quality-of-life Chinese consumers, especially middle- and high-income consumers in first-tier cities – after in-depth research into their preferences and habits. After in-depth research into the preferences and lifestyle habits of these people, it has developed a marketing campaign that meets their tastes and needs. Given the user attributes of the Xiaohongshu（Red) platform – female users predominate, the urban distribution is concentrated in first-tier cities, and they have strong spending power – BeyondNext decided to use Xiaohongshu as the main venue for its product promotion. Through the screening of industry resources, we accurately matched a group of influencers with the brand’s concept, covering different segments. Our team integrated the current online hotspots with the core selling points of the product, studied the content preferences of the target customers, and designed an exclusive article for each KOL, covering health tips, Costco must-buy lists, health care science, health care product comparative reviews, recommendations for accompanying gifts for overseas returnees, and interactive discussions on topics, such as ‘the long-term effects of long-term use of health care’, etc., to ensure that the brand is well known and well received. ‘etc. to ensure that the brand’s message reaches a wide range of potential consumers.

After the brand’s success in Xiaohongshu, we skilfully channelled traffic to the brand’s official e-commerce accounts on Taobao and Jingdong. During this period, our professional team was deeply involved in optimising the operation of the e-commerce platform and adjusting the strategy according to the marketing feedback, so as to build a complete marketing closed loop and achieve a seamless transition from brand exposure to sales conversion.

Outcome

In a series of promotional articles, up to 10% of the articles became hit, the most notable of which was the article ‘Costco Must-Buy List’, which not only gained more than 10,000 likes and comments, but also exceeded the 100,000 mark in readership, and became a well-deserved super hit. The total exposure of this marketing campaign on the Xiaohongshu platform reached more than 3 million times, which greatly enhanced the awareness of its new products. According to internal data analysis, the marketing campaign not only significantly increased the exposure and sales of the new product, but also unexpectedly injected new vitality into the brand’s old product line, achieving a double harvest of new and old product sales. Specifically, during the campaign period, Taobao and Jingdong shop GMV (gross merchandise volume) increased by up to 160% compared to the same period in the previous year.