(Source: https://pltfrm.com.cn)
Introduction
Building brand awareness in China requires navigating a complex and ever-changing landscape of digital advertising costs. With the right strategies and insights into local pricing structures, international brands can craft cost-effective campaigns that deliver results. This article outlines the essential strategies for keeping costs manageable while ensuring your brand gains maximum exposure.
1. Leveraging Local Platforms and Networks
1.1 The Power of WeChat Ecosystem
WeChat is not just a messaging app—it’s a digital ecosystem that includes payment systems, e-commerce, and content platforms. Advertising through the WeChat ecosystem can be highly effective, but costs can vary depending on the ad type and target audience. By strategically placing ads within WeChat’s Moments feed or official accounts, brands can tap into a highly engaged audience.
1.2 Diversification of Platforms
While WeChat is critical, other platforms like Douyin (TikTok China) and Weibo also play significant roles in brand awareness. Brands should diversify their efforts by spreading their budget across several platforms, ensuring they reach different demographics. Understanding the strengths and cost structures of each platform is crucial for an effective campaign.
2. Optimizing Campaign Timing and Duration
2.1 Seasonality and Peak Times
Timing can play a big role in how much a brand will spend on advertising. In China, certain times of the year, such as Singles’ Day (November 11) and Chinese New Year, see spikes in advertising costs due to increased competition. By planning campaigns outside peak times or adjusting bids during high-demand periods, brands can optimize their budget.
2.2 Campaign Duration and Frequency
The length of a campaign also affects pricing. Short bursts of high-intensity campaigns may have a higher cost-per-impression, but long-term campaigns with consistent exposure can provide better value in the long run. Brands should weigh the pros and cons of short versus extended campaign durations based on their marketing goals.
3. Performance-Based Pricing Models
3.1 Cost Per Click (CPC) and Cost Per Thousand Impressions (CPM)
Many platforms in China offer performance-based pricing models like CPC and CPM. These models allow brands to pay only when users engage with the ads, helping to manage costs effectively. Brands can use these models to fine-tune their campaigns, ensuring they pay for actual engagement rather than simply exposure.
3.2 Adjusting Bids Based on Performance
Performance-based pricing is also a dynamic tool for managing advertising costs. Brands can use data-driven insights to adjust bids based on performance, increasing bids for high-conversion audiences and reducing bids for underperforming segments. This ensures optimal budget allocation and better campaign outcomes.
4. Case Study: A Luxury Brand’s Efficient Brand Awareness Campaign
A luxury brand used a combination of CPC-based ads and influencer collaborations to raise brand awareness in China. By analyzing campaign data and adjusting their targeting on Douyin and WeChat, the brand achieved a 30% reduction in cost-per-engagement compared to previous campaigns. This case highlights the effectiveness of performance-based pricing models in keeping brand awareness campaigns cost-effective.
Conclusion
For international brands looking to enhance their visibility in China, understanding the factors that influence pricing and developing a strategic approach is essential. By diversifying platforms, adjusting campaigns based on performance, and optimizing the timing, brands can ensure a cost-effective approach to gaining brand awareness.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
