Overview of our Summer Projects: KOL campaigns, Xiaohongshu Promotions, E-commerce Localization and more!
For some China business and marketing professionals, summer is quite a relaxed season for business. But not here at HI-COM! This season our teams have been busy with some very exciting and interesting projects.
Here are just some of the projects that we have completed during this extremely hot summer.
Chinese marketing services results: KOL collaboration for Cartier
HI-COM ran a full-service KOL campaign for the new model of eyewear by Cartier. Service included KOL matching, outsourcing, briefing, campaign management and reporting.
Project Objectives: create images of strong and independent women, and build linkage between the KOLs to the Cartier product.
KOL selection: top to mid-level KOLs with strong personal image and precise target audience
How we did it:
It took a us around 3 weeks to execute this project. Starting with talent selection, negotiation and presenting of talents to the client, to arrangement of samples (directly from Europe), contracting, and campaign management. The campaign took place on 2 platforms: Xioahongshu and Weibo. The total exposure amount was almost 7M. Want to check this campaigns Chinese marketing services results?
Chinese marketing services results: Xiaohongshu 0 to 1 breakthrough for Synergetic
HI-COM created and executed a social media strategy for Synergetic Eco home products in China. Among other services, we worked on the brand’s presence on Xiaohongshu and placed a heavy promotion plan (ads+KOL+KOC pack).
Project Objectives: re-create the brand page, uplift the total SMM styling, increase brand awareness.
What we did: When we took over the accounts we had to re-think how the brand was perceived by potential customers in China. Shifting lots of materials and re-establishing a new publishing style with a strong visual identity of the brand on Xiaohongshu was our first mission. Only then did our team develop and implement a promotion package to drive traffic to the page and increase impressions within the platform. The total deliverables included a mid-tier KOL promo, a pack of 40 KOC product reviews and promotion, and a series of ads to selected posts. Within just 2 months, our promo actions generated a follower increase of 195%, and an increase in exposure from KOL+KOC recommendations (243k+ views), with brand engagement at 7k+.
We are now in the second phase of account management and promotion.
Chinese marketing services results: WeChat x Xiaohongshu cross platform KOL campaign for EM Normandie
HI-COM developed and managed a KOLxWeChat ad camapign for EM Normandie business school.
Project Objectives: Develop and apply an advertising strategy to expand awareness among the niche audience in order to create leads and increase conversion.
What we did: this project was very interesting for us, as this was the first time we created something on one platform and promoted it on another. Does it make sense, you may ask? Yes it does, when targeting niche audiences, and when looking to leverage “the best functions” of two social media platforms. Conversion creation in China is not about ad budgets anymore. You need strong and engaging content to advertise on. So here we had to think outside the box. Thus, the idea of running a KOL campaign on a limited budget on Xiaohongshu (for the content) and then advertise it via moments ads on WeChat (with better segmentation and direct conversion channel) was born. All in all, we got a nice exposure of 955k+ and great number of leads.
Product manual localization for Hizero
HI-COM localized a product manual from English to 12 different languages for innovative floor cleaning technology brand Hizero.
Project objectives: localize technical user manual into 12 languages for flawless utilization of the product by end users.
We are happy to onboard this new client, that provides such an innovative product to families around the world. This revolutionary product that delivers the ultimate cleaning experience, is presented in 20 markets worldwide. Our job was to ensure that the original user manual would be perfectly translated and localized according to the standards and expectations of each local market.
Want to see some other examples of mobile games we localized? Click here.
Product description localization for Baozun (one of China’s largest TPs)
HI-COM localized product descriptions from English to Chinese for more than 10 brands managed by Baozun Tmall Partner.
Project objective: provide product descriptions suited for Tmall, key-words optimized and localized for target audiences.
2022 is the second year of our cooperation with Baozun as a linguistic service provider. Working in the field of fashion and accessories, we were working on more than 100 SKU’s, ensuring that the local market will not only understand but also love the products when reading about them.
As a company that specializes in SEO optimization, we provide product description localization that is friendly to Tmall’s search engine.
HI-COM is a digital marketing agency dedicated to providing China-specific strategy, social media communication and e-commerce marketing services to businesses around the world. Working with more than 100 brands, HI-COM is the go-to partner of companies that want to enter the China market! Contact us for your free consultation today!
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