(Source: https://pltfrm.com.cn)
Introduction
In China’s digital ecosystem, viral campaigns can exponentially enhance brand awareness and sales. This article outlines how to craft campaigns that resonate with Chinese audiences.
1. Timing and Relevance
1.1 Seasonal Campaigns
- Align your content with key Chinese festivals like Singles’ Day or Lunar New Year.
- These occasions drive heightened consumer activity and sharing potential.
1.2 Trending Topics
- Monitor social media trends and create timely content that taps into ongoing conversations.
- Quick adaptation to trends ensures maximum visibility and engagement.
2. Emotional Storytelling
2.1 Relatable Narratives
- Craft stories that align with the values of family, community, and personal success.
- Emotional content often generates more shares and deeper engagement.
2.2 Aspirational Themes
- Showcase how your brand contributes to aspirational lifestyles, such as luxury or sustainability.
- Highlight consumer success stories to inspire others.
3. Collaboration with Influencers
3.1 Micro-Influencers
- Engage with micro-influencers who have loyal, niche audiences for authentic promotion.
- Their content often feels more relatable and trustworthy to followers.
3.2 Celebrity Endorsements
- Partner with celebrities for mass appeal, especially for large-scale product launches.
- Combine their influence with creative, shareable campaigns for maximum impact.
4. Incentivized Sharing
4.1 Referral Programs
- Reward users for referring friends, such as discounts for both the referrer and the new customer.
- Such programs drive organic growth and visibility.
4.2 Exclusive Offers
- Offer early access to new products or sales in exchange for social shares.
- Exclusivity drives curiosity and participation.
Case Study: A French Perfume Brand’s Lunar New Year Campaign
The brand launched a limited-edition red bottle for Lunar New Year and partnered with Douyin influencers for promotion. With incentives for user-generated content, the campaign generated 50,000 shares and tripled online sales during the holiday season.
Conclusion
Viral campaigns are powerful tools for brands looking to thrive in China’s e-commerce 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!
