The OverviewFrom Awareness to Conversion: Accelerating a Luxury Skincare Brand in China.
This luxury skincare brand is renowned for its cutting-edge technological DNA and a streamlined yet potent product portfolio, demonstrating significant consumer traction through its hero products. Recognising the burgeoning opportunities within China’s luxury skincare sector, the brand sought to elevate its market presence. DLG partnered with the brand to capture market share within a crowded landscape already saturated by industry powerhouses, achieving this through effective optimisation across both the top and bottom of the funnel with our proprietary China Digital Acceleration Programme.
The ChallengeBeyond Conversion: Rethinking a Niche Brand's China Strategy.
As a niche beauty brand entering China’s highly saturated market, this brand faced the challenge of navigating an e-commerce-driven ecosystem that demanded both high consumer perception and significant marketing investment.
Primarily activated through digital channels, there was a lack of clear role attribution for each platform based on the complexities of the digital consumer journey.
Compounded by budget constraints, performance marketing remained focused on instant conversion, which proved insufficient for long-term customer retention and building sustainable brand growth.
The ApproachFrom Assessment to Activation: Optimising Social, E-Commerce and CRM.
DLG worked with all the key functions to assess the brand’s digital operations across Social Media, Digital Campaigns, Media Spend, E-commerce, CRM/SCRM and Technology/People and identified the following performance acceleration opportunities:
- Social media (Weibo, RedNote, Douyin): Identified opportunities to elevate desirability and established systematic guidelines, while strengthening call-to-actions, to increase traffic generation towards offline and e-commerce
- E-commerce (Tmall): Redesigned Tmall performance marketing strategy, to optimise the client's TP approach and ensure all consumers in the brand's Tmall funnel received the right exposure and coverage, through the most relevant conversion tools within the Alibaba ecosystem
- CRM (WeChat): Delivered a systematic and comprehensive programme to maximise followers' recruitment, increase activation KPIs, and upgrade WeChat Mini Program capabilities
The ImpactMeasurable Results, One Month In.
As a direct result of the implementation of our recommendations in May 2023, without any other factors, the brand experienced a significant performance improvement in June:
- Tmall traffic doubled compared to last year
- Tmall revenue increased 63% compared to last year