Campaign Overview :
- The strategy outlined aimed to increase brand recognition and favorability for Wedgwood through social media official accounts, driving traffic to Tmall and JD stores, thereby boosting sales.
Strategic Approach :
- The approach involved promoting products on platforms like XiaoHongShu by utilizing mid-tier KOLs for initial product endorsement leading to broader coverage by Key Opinion Consumers (KOCs),
- thus raising Wedgwood’s product discussion heat on XiaoHongShu, enhancing brand awareness, and fostering purchase interest among users.
Impactful Outcomes :
- The effects of the campaign over a period of less than two years include a notable increase in followers across all social media platforms for Wedgwood.
- WeChat followers grew by over 130%
- Weibo followers by more than 200%
- XiaoHongShu followers by an impressive 1800%
- Additionally, new WeChat Video and Douyin accounts were launched to distribute high-quality video content, deepening interaction with the target audience. This strategic operation and promotional effort led to a significant overall increase in product sale
