(Source: https://pltfrm.com.cn)
Introduction
Building a successful paid media strategy in China requires a full-funnel approach that engages consumers at every stage, from discovery to loyalty. China’s unique digital platforms demand localized campaigns to maximize impact. This article outlines proven approaches to create a seamless paid media funnel, offering practical insights for overseas brands.
1. Awareness Stage Campaigns
1.1 Douyin Video Ads
Viral Content: Produce short, trend-driven video ads on Douyin to capture attention. Align content with popular hashtags to boost visibility. Collaborate with influencers for broader reach.
Live-Stream Events: Host live-streaming sessions to showcase your brand and products. Real-time engagement drives interest and awareness. Track views and shares to measure success.
1.2 Weibo Advertising
Interactive Ads: Create interactive ads on Weibo, such as polls or quizzes, to spark user interest. These formats encourage participation and boost visibility. Analytics refine targeting strategies.
Event-Based Content: Align campaigns with cultural events like Mid-Autumn Festival to capture attention. Share festive promotions to drive engagement. This enhances brand recall.
2. Consideration Stage Advertising
2.1 Xiaohongshu Native Ads
User-Generated Content: Promote user-generated reviews or photos on Xiaohongshu as native ads. Authentic content builds trust and encourages consideration. Repost high-quality posts for impact.
KOC Collaborations: Partner with Key Opinion Consumers (KOCs) to create content that highlights product benefits. Their endorsements drive consideration. Select KOCs based on niche relevance.
2.2 Baidu PPC Ads
Targeted Search Ads: Use Baidu’s PPC ads to target users searching for related products. Craft compelling copy to drive clicks. This positions your brand during the consideration phase.
Display Ads: Leverage Baidu’s display ads on partner sites to maintain visibility. Visually appealing banners keep your brand top-of-mind. Ensure ads align with local aesthetics.
3. Conversion Stage Strategies
3.1 Tmall Global Ads
Sponsored Listings: Use Tmall Global’s sponsored listings to target high-intent shoppers. Optimize listings with Chinese keywords and clear CTAs. This drives conversions and sales.
Promotional Events: Launch campaigns during shopping festivals like Double 12 to drive conversions. Offer exclusive deals to create urgency. These events are prime for closing sales.
3.2 Pinduoduo Targeting
Group-Buying Ads: Leverage Pinduoduo’s group-buying feature for ads that offer discounts. Promote deals through social media for wider reach. This drives high conversion rates.
Product Optimization: Create product listings with Chinese keywords and appealing visuals. Clear descriptions improve click-through rates. Regular updates maintain competitiveness.
4. Retention Stage Optimization
4.1 WeChat Retention Ads
Mini-Program Ads: Use WeChat mini-program ads to offer loyalty rewards or personalized offers. These ads keep users engaged post-purchase. Analytics optimize retention strategies.
Moments Ads: Place targeted ads in WeChat Moments to re-engage existing customers. Offer exclusive discounts to encourage repeat purchases. This fosters long-term loyalty.
4.2 CRM Integration
Personalized Emails: Send personalized email campaigns to existing customers with tailored offers. Use CRM data to segment audiences. This drives repeat purchases and loyalty.
Feedback Loops: Collect feedback through WeChat groups or surveys to refine retention strategies. Address customer pain points to improve satisfaction. This strengthens brand loyalty.
Case Study: Skincare Brand Success on Xiaohongshu
An Australian skincare brand aimed to build a full-funnel paid media strategy in China. Our agency launched a campaign combining Douyin video ads for awareness, Xiaohongshu KOC posts for consideration, and Tmall sponsored listings for conversions. WeChat mini-program ads offered loyalty rewards post-purchase. The campaign resulted in a 25% increase in sales and a 20% boost in repeat purchases within three months.
Conclusion
Proven full-funnel paid media approaches in China involve targeted advertising across awareness, consideration, conversion, and retention stages. By leveraging platforms like Douyin, Xiaohongshu, Tmall, and WeChat, overseas brands can drive sustainable growth. Contact us to create a tailored paid media plan for your brand in China.
PLTFRM is an international brand consulting agency working with top-tier companies such as Red, TikTok, Tmall, Baidu, and other leading Chinese digital platforms. Our proven track record—such as achieving 97% of exports in Asia for Chile Cherries—speaks for itself. Contact us or visit www.pltfrm.cn for your free consultation, and let us help you find the best China e-commerce platform for your business.
info@pltfrm.cn
www.pltfrm.cn
