(Source: https://pltfrm.com.cn)
Introduction
Great creative doesn’t just drive awareness—it moves people to action. In China, overseas brands must think beyond “clever” ideas and focus on campaigns that feel native, aspirational, and emotionally sticky. Here’s how to develop campaigns that convert.
1. Design for Mobile, Short-Form Consumption
1.1 Hook Within Three Seconds
Your opening must capture emotion or curiosity instantly—no intros, no slow builds.
Execution: Start with a punchline, a question, or a shocking visual contrast.
1.2 Visual Storyboarding
Plan for rhythm—edits every 2–4 seconds, branded keywords mid-screen, and CTA placement.
Pro Tip: Use trending TikTok-style transitions for familiarity.
2. Collaborate With Platform-Centric Creatives
2.1 Creator + Copywriter Hybrid Talent
Hire talent who know both creative storytelling and platform mechanics—especially on Douyin and Xiaohongshu.
Tip: Run pre-production workshops with creators to co-develop ideas.
2.2 Rapid Prototyping
Test multiple ad hooks in beta with 5–10 creators. Use feedback to refine main creative.
Use Case: A supplement brand ran three “hero” scripts, choosing the winner based on Douyin watch-through rate.
3. Use Emotion to Drive Action
3.1 Relatable Life Tension
Tap into real-life pressures: “no time to relax,” “want to show up better,” “daily chaos.”
Tactic: Show how your product helps resolve these tensions without overpromising.
3.2 Emotion-to-CTA Bridge
Move from feeling to action—“because you deserve better,” “don’t settle,” “time to reset.”
Strategy: Use this bridge in captions, voiceover, and copy overlays.
4. Integrate CRM Growth Into the Campaign
4.1 Gated Offers or Challenges
Drive users to your WeChat mini-program for a quiz, giveaway, or exclusive drop.
Execution: Embed QR codes and countdowns into the video creative.
4.2 Build a Brand Memory Loop
Re-engage users with follow-up stories, bonus episodes, or “what happened next” content.
Pro Tip: Schedule WeChat push follow-ups 48–72 hours after initial interaction.
Case Study: A French Fragrance Brand Taps Into “Modern Romance”
The brand launched a campaign around “Everyday Romance,” using Xiaohongshu couples to create slice-of-life vignettes with a scent theme. Each video ended with a “send your message” QR code.
The result? 220,000 views in three days, 5,800 CRM signups, and a sell-out of the special edition SKU.
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!
info@pltfrm.cn
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