(Source: https://pltfrm.com.cn)
Introduction
China’s digital landscape offers massive scale—but with that scale comes complexity. To succeed, overseas brands must build advertising strategies that are both repeatable and adaptable across platforms, regions, and consumer segments. Scalable advertising in China isn’t just about automation—it’s about localization at scale, cross-platform coordination, and agile optimization. In this article, we outline how to design scalable campaigns that grow with your brand in China.
1. Build a Modular Creative Framework
1.1 Central Theme, Local Execution
Use a core creative idea that resonates across all tiers—then adapt visual language, dialect, or formats for different audiences. This reduces production cost while maintaining cultural relevance.
1.2 Creative Asset Library by Platform
Prepare pre-approved ad components (copy, images, video modules) optimized for Douyin, Xiaohongshu, Baidu, and WeChat ads. Reuse and remix based on campaign goals and platform specs.
2. Use Smart Automation for Ad Delivery
2.1 AI-Powered Budget Optimization
Platforms like Tencent Ads and Douyin’s Smart Delivery use algorithms to reallocate budget across ad sets in real time. This enables performance-based scaling without manual tweaks.
2.2 Dynamic Creative Optimization (DCO)
Adopt DCO tools that auto-generate ad combinations tailored to user behavior, device type, or regional trends. These tools adapt messaging on the fly, helping scale personalization.
3. Design Cross-Platform Funnels from the Start
3.1 Connect Social to Commerce
Run discovery ads on Douyin, drive product education on Xiaohongshu, and retarget with offers on WeChat. Design your funnel to move users seamlessly from awareness to conversion.
3.2 Standardize UTM Tracking Across Platforms
Use consistent UTM tagging for campaign URLs to track user movement across platforms. This helps identify which platforms or creatives contribute most to conversion.
4. Build Scalable Retargeting and CRM Flows
4.1 Pixel-Based Retargeting Pools
Install tracking pixels to segment users based on ad interaction. Serve sequential retargeting ads based on user engagement level—views, clicks, cart abandonment, etc.
4.2 WeCom Integration for Repeat Nurturing
Once users enter your mini program or scan a QR, move them into WeCom. Push automated, segmented offers via chat to keep them engaged across the funnel.
Case Study: Canadian Sportswear Brand Scales Campaign Across 5 Platforms
A Canadian activewear brand launched modular video ads built around three lifestyle themes—urban fitness, outdoor adventure, and wellness. These were adapted for Douyin, WeChat Moments, Baidu Display, Xiaohongshu, and Bilibili. Automation tools managed budget shifts based on ROI per platform. CRM integration through WeCom enabled personalized retargeting, leading to a 6.2x ROAS and a 52% increase in repeat purchases within 60 days.
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!
