Certainly! Several international brands have tapped into the massive market of TikTok (known as Douyin in China) to drive cross-border sales. Here’s a concise overview of a couple of such successful case studies:
- Perfect Diary x National Geographic:
- Background: Perfect Diary, although a Chinese cosmetic brand, collaborated with National Geographic to create cross-cultural content and introduce products that had an international appeal.
- Strategy: Leveraging the globally recognized imagery of National Geographic, Perfect Diary launched a line of eyeshadow palettes inspired by different parts of the world. They then used Douyin to showcase these palettes through travel-themed videos.
- Outcome: The campaign became a sensation on Douyin. Perfect Diary became one of the top cosmetic brands in China, known for its international perspective.
2. Michael Kors:
- Background: The luxury brand aimed to boost its visibility and sales in China, especially targeting the younger demographic.
- Strategy: Michael Kors created a challenge on Douyin called “#CityCatwalk”, where users were encouraged to show off their style on any urban street, making it look like a runway. This tapped into the aspirations of many young Chinese consumers to live a luxurious, global lifestyle.
- Outcome: The challenge generated over 30,000 user-generated videos and garnered billions of views, showcasing the brand’s items in a diverse set of urban settings. This not only boosted brand awareness but also led to an uptick in sales.
3. L’Oréal:
- Background: L’Oréal sought to launch its Revitalift Filler Hyaluronic Acid serum in the Chinese market.
- Strategy: The brand made heavy use of Douyin, enlisting influencers and celebrities to showcase the benefits of the serum. The brand emphasized its international origins and global popularity.
- Outcome: L’Oréal’s campaign resulted in the serum selling out, becoming one of the most sought-after skincare products. The brand’s international image, combined with effective Douyin marketing, made it a hit.
4. Lancôme:
- Background: Lancôme aimed to introduce its new fragrance “Idôle” to the Chinese consumers.
- Strategy: Lancôme collaborated with Chinese celebrity Zhong Chuxi and utilized Douyin’s AR features to create an interactive experience for users, where they could virtually “try on” the fragrance.
- Outcome: The AR feature combined with influencer marketing created a buzz around the product. The fragrance saw robust sales numbers, and the campaign received millions of views on Douyin.
These case studies show that cross-border brands, when effectively leveraging Douyin’s features and aligning their marketing strategies with the preferences of Chinese consumers, can achieve significant sales and brand awareness in the Chinese market.
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!
