ALARICE CASE STUDIES
We have an unmatched ecosystem of services to help clients worldwide build their brand in China from 0 and enhance performance for those already in the market. We help clients choose a compelling Chinese name, do branding, set up official accounts on Chinese social media platforms, produce tailored research and strategies, launch and execute creative campaigns and more. Knowing the strengths and weaknesses of the different social media platforms in China allows us to develop the best strategy to achieve your goals.
Marketing Research – Jewellery industry
We conducted 20 one-on-one in-depth interviews, 2,500 online surveys, and 180 intercepts at a wedding show to get a fuller understanding of the diamond ring market and diamond ring consumers in China.
We conducted social listening on 5 platforms (WeChat, Weibo, RED, Zhihu and TMall) looking at information from the past 2 years and reviewed client’s digital presence on China’s social networks. A comprehensive 268-page final report was delivered with exhaustive analysis of the diamond ring market, clients target consumers in China and actionable suggestions on how to boost brand awareness and attract their target audience. As a result client was able to redefine their marketing strategy and approach.
China Digital Marketing Strategy – Children’s Products
Our team prepared a comprehensive strategy for a client in the children products industry. The strategy was divided into the following parts: content localisation, social media consumer journey adjustment for 5 platforms, KOL cooperation and search engine optimisation, building a private pool and setting up of a membership programme, and IP creation. Our team also prepared yearly marketing planning including a content calendar budget for major e-commerce holiday promotions and a resource list needed for implementation. The client also received a thematic campaign planning covering platform, main communication messages and selection of KOLs suitable for the campaign.
Social Media Account Management – Tourism
We kickstarted social media marketing for our client and set up their official WeChat account to appeal to Chinese tourists. We executed outstanding content marketing on the account and grew followers from 0 to 20,000 in 7 months with no advertising budget.
We executed our content marketing with a storytelling approach to uncover the stories behind the products and services offered by our client. For instance, we explored the origin of traditional desserts and tea ceremony culture in an engaging and educational way to promote the hotel’s tea packages and country traditions. Their bookings and reservations from Chinese tourists doubled 3 months after we started managing their Weibo account.
KOL Marketing and Campaigns – Home Appliances
We executed a KOL campaign for our client on RED. The number of followers on client’s official RED account doubled as a result of the campaign which lasted from Jan. 21st to Feb. 2nd, 2020 (a total of 13 days) and achieved over 1.2 million impressions and close to 115,800 views. (The impression-to- view rate was 9.6%).
We also helped our client to launch a campaign on the fitness- focus app, KEEP that secured 9 media placements, with 5 top positions and 4 second positions and gained 1,284,000 impressions. We also developed and launched an H5 page, which gained 144,000+ impressions. More than 21,000 consumers went to their Tmall store through the H5 page.
Paid Advertising – Education
We executed a Weibo ads campaign for the client that lasted slightly under a month. Tencent News ad, Tencent Video ads, and ads on WeChat banners were placed to execute the campaign. The number of new followers acquired on Weibo after this campaign has a 60% growth.
The ad campaign was a success and delivered outstanding results. The actual impressions were over 1.11 million (73% more than expected) with 676 clicks. The click through rate (CTR) of the campaign was 0.06%, against 0.01% for Weibo’s advertising CTR benchmark. The cost per 1,000 impression (CRM) was also significantly lower than estimated at 15.25 RMB.
WHAT DO PEOPLE SAY
We have teams located in Hong Kong, Shenzhen and Shanghai. In order to support our clients with the best possible solutions and keep information confidential, we assign teams from our different offices to work on the projects in the same industry. Please contact us to discuss your project in more detail.
Alarice has been operating in the China digital marketing space since 2011. During the last 11 years, we’ve successfully finished a number of projects for clients from different industries. Please reach out to us to discuss your project and we will prepare a proposal including more information about case studies within the indicated industry.
As Alarice operates as your China marketing team, we keep all information related to the project confidential. For each project, we sign an NDA even at the initial stage of project discussion. We also have a strict internal confidentiality policy that supports our clients even if they are from the same industry. Please contact us and we will share more details about the process.
While this practice is normal in the west, we would need confirmation from our clients prior to sharing in the Asia Pacific region. Please reach out to us and we will check.