Social Commerce – advertising through social media – is turning into the norm in China. Just advertising through Tmall is not more than enough to draw in youthful Chinese consumers. Just about every thirty day period, Dao Insights selects the model that has employed Chinese social media in an exemplary way to draw focus.
Month: June 2021
Campaign: “Change Destiny”
Social Platforms: Weibo and WeChat
About the Campaign
Because launching its feminine empowerment collection, “Change Future,” in 2015 in China, the P&G-owned Japanese luxurious skincare manufacturer SK-II has inspired thousands and thousands of gals to consider future into their have arms and crack through stereotypes. The achievement of the “Change Destiny” marketing campaign, targeted mainly on limited films, even spurred the brand to choose written content development in-dwelling, with the announcement of the SK-II Studio earlier this yr aimed at deepening the brand’s storytelling chops.
In this Olympic yr, SK-II turned to sports for its world-wide campaign. The animated “VS Change Destiny” sequence of movies tells the tales of 6 properly-recognised woman Olympians, with Chinese swimmer Liu Xiang first in the lineup.
Just about every episode of the collection concentrated on a specific stress faced by women, this sort of as judgments about appearances, behavioral expectations, on line bullying, and gender stereotypes. In the movies, just about every of the athletes is proven combating a demon that embodies one of these social pressures in order to improve her future. The campaign sent sturdy messages encouraging women of all ages to overcome stereotypes and battle for their objectives with traces these types of as:
Currently being a perfectionist turns us into a robot a heartbeat will occur from loving ourselves. Future is not a make any difference of chance, it’s a choice.
Commenting on someone’s look only can take a single next, but talent and achievement will remain with you for your entire lifetime.
How the Campaign Topped Chinese Social Media
Weibo: In June, SK-II shared two of the campaign films on Weibo, drawing much more than five million views and spurring conversations. Motivated by the movies, a lot of Weibo consumers took to the platform to share empowering opinions. The June posts have been portion of an expenditure in paid promotion on Weibo, which gave SK-II greater exposure and captivated larger stages of engagement than when the videos have been 1st launched in May possibly.
The model also produced an ad site that showcased the 6 “VS” films and linked customers immediately to the SK-II website where by they could look through its products. SK-II has clearly absent some way to modify its individual future in China through the ongoing marketing campaign, with the “Change Destiny” hashtag (#改写命运#)” obtaining a whopping 1.4 billion sights on Weibo considering that its 2015 launch.
WeChat: SK-II created use of WeChat’s well-liked brief-online video and livestreaming functionality, recognized as Channels, by connecting it to its official WeChat account. After viewing the movies on WeChat Channels, users have been in a position to quickly return to SK-II’s WeChat account to continue on the shopper journey. People seeking an offline encounter could monitor down the closest SK-II keep, even though individuals more inclined to make an rapid purchase would be directed to pay a visit to SK-II’s JD.com flagship keep, which is built-in into WeChat as a mini program and has almost 16.2 million followers.
Social Retail Pop-up Retail store: Even more growing on the concept of online-offline integration, SK-II activated the “Change Destiny” marketing campaign at its initially social retail pop-up retailer that launched in the duty-absolutely free hub of Hainan in May well. In addition to seeing the “VS” films, shoppers could acquire partake in some Olympic motion via the brand’s WeChat mini software, with an interactive augmented truth (AR) fight pitting individuals from Kaiju, a demon from the sequence whilst battling together with swimmer Liu Xiang.
Customers looking for leisure after the powerful gameplay could check out out SK-II’s Mini Magic Scan. Touted as the to start with pores and skin analyzer that utilizes AR and facial recognition technological innovation, the Mini Magic Scan takes three minutes to look at a consumer’s pores and skin age, strengths, and likely, and sales associates give customized skincare methods and products dependent on the benefits
Chinese Critical Feeling Leaders (KOLs) who partnered with the manufacturer posted about the shop on WeChat Channels, while a selection of other influencers and superstars took to social channels to share their activities, fostering greater consciousness of the marketing campaign.
Official Web page: The capacity to interact in digital conversation with the marketing campaign was not confined to customers in Hainan. SK-II designed an overall on line “SK-II City” on its formal web page supplying an immersive practical experience. Consumers exploring the virtual metropolis ended up presented options to learn additional about SK-II and the “Change Destiny” marketing campaign and the “VS” movies, which includes at the rear of-the-scenes footage and a #ChangeDestiny cinema to display the sequence.
SK-II Highlights the Power of Brand name Storytelling Through New Technological know-how
With the animated “VS Modify Destiny” films, virtual town, and social retail pop-up store, SK-II revitalized a significantly-liked and very long-running marketing campaign. Developing on past successes can give makes an option to attain traction between customers who are common with its messaging and are eager to see the newest developments.
SK-II built-in on line and offline advertising with commerce to type a additional interactive customer expertise and clean the getting journey. In undertaking so, the manufacturer highlighted the significance of working with new systems, these as virtual reality, to bring in consumers’ awareness.