(Source: https://pltfrm.com.cn)
Introduction
Double 12 provides a second wave of online shopping excitement in China, ideal for overseas brands to capture additional sales. Creative, value-driven campaigns can enhance engagement, strengthen brand recognition, and drive conversions. This article provides practical strategies for success.
1. Develop culturally resonant campaigns
1.1 Incorporate local symbols and festivities.
Use culturally familiar imagery, colors, and storytelling to make campaigns feel relatable and authentic.
1.2 Align messaging with consumer lifestyles.
Highlight how products improve daily life or enhance experiences, emphasizing brand values and relevance.
2. Leverage live commerce and influencer marketing
2.1 Host interactive livestreams.
Demonstrations, Q&A sessions, and time-limited offers encourage immediate purchases and engagement.
2.2 Partner with value-aligned KOLs.
Influencers who reflect your brand’s values increase trust and help reach target segments more effectively.
3. Gamify promotions for higher participation
3.1 Use mini-games or challenges.
Unlockable rewards, spin-the-wheel discounts, and interactive features increase engagement and time spent on campaigns.
3.2 Combine gamification with purchase incentives.
Tie game outcomes to real discounts or gift products to drive conversion and repeat engagement.
4. Personalize offers for maximum impact
4.1 Target campaigns by customer behavior.
Use CRM data to offer personalized promotions based on purchase history or browsing behavior.
4.2 Offer dynamic incentives.
Adjust rewards in real-time according to demand, inventory, or engagement levels to optimize ROI.
5. Post-festival engagement
5.1 Retain customer attention post-event.
Follow up with personalized emails, app notifications, or social campaigns highlighting related products.
5.2 Analyze campaign effectiveness.
Assess metrics to determine what messaging and tactics worked best, informing future Double 12 strategies.
Case Study
A US fashion brand launched a gamified Double 12 campaign on Douyin, integrating mini-challenges and flash sales with KOL-led livestreams. Engagement increased by 55% and sales exceeded expectations by 30%, while gamification encouraged higher average order value per customer.
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!
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