(Source: https://pltfrm.com.cn)
Introduction
The Chinese digital ad space is highly saturated. To stand out, overseas brands must blend cultural insight, creative agility, and platform fluency. This article breaks down the elements of successful creative ad campaigns that cut through the clutter and generate results.
1. Create a Singular Core Message
1.1 Campaign Slogan That Sticks
Develop one Chinese-language phrase that captures your campaign’s emotional hook. It should be short, rhythmic, and emotionally charged.
Tip: Test options via Xiaohongshu polls before locking it in.
1.2 Message Repetition Across Formats
Repeat the same phrase visually and verbally in banners, voiceovers, and KOL scripts to reinforce recall.
Strategy: Let consumers remember it before they understand it fully.
2. Make the Product the Hero of a Story
2.1 Problem-Solution Structure
Introduce a relatable moment of frustration, then present your product as a gentle but powerful solution.
Use Case: A cookware brand showed “rice disasters” turning into restaurant-quality meals—engagement rose 3.2x.
2.2 Before-After Visual Formats
Highlight transformation—skin tone, productivity, comfort—using bold comparisons.
Pro Tip: Keep visuals real, not overly airbrushed, to build credibility.
3. Engage Through Interactive Experiences
3.1 Gamified Campaign Elements
Launch mini-games, filter effects, or “swipe to reveal” mechanics that engage users beyond the scroll.
Tactic: Use Douyin’s branded effects or Bilibili’s animation tools for creative flair.
3.2 Voting and Co-Creation
Let consumers choose product names, packaging, or the “next drop” SKU in-app.
Execution: Reward participants with early access or personalized gifts.
4. Extend the Life of Your Campaign
4.1 Build a 3-Phase Launch Plan
Phase 1: Tease. Phase 2: Peak. Phase 3: Post-hype reflection or CRM activation.
Strategy: Turn a single campaign into a 45–60-day narrative arc.
4.2 User Story Follow-Up
Share real customer stories or outcomes after product use to build credibility and momentum.
Tip: Use WeChat Moments or newsletter-style content drops.
Case Study: A Nordic Kitchen Brand Tells a Transformation Story
Launching with the theme “From Chaos to Comfort,” the brand used vertical short videos to show messy kitchens transforming into peaceful cooking rituals. Viewers were encouraged to submit their own “before/after” photos.
The brand saw a 72% increase in CRM opt-ins and 4.1x growth in brand mentions on Xiaohongshu.
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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