(Source: https://pltfrm.com.cn)
Introduction
China’s digital landscape is incredibly fragmented, with each platform catering to different behaviors, demographics, and content preferences. For overseas brands, running a one-size-fits-all campaign across WeChat, Douyin, Xiaohongshu, and e-commerce platforms is a recipe for inefficiency. This article outlines a tactical blueprint for building creative, cross-platform campaigns that feel native on each app but are unified under one brand strategy.
1. Identify Each Platform’s Role in the Consumer Journey
1.1 WeChat: Loyalty and Depth
WeChat excels at deepening customer relationships via Official Account articles, service messaging, and mini-program ecommerce. It’s the final stop for retention and conversion.
1.2 Douyin: Awareness and Virality
Douyin is ideal for creating hype and fast reach. Short, catchy videos work well for teasing product launches and building curiosity.
1.3 Xiaohongshu: Credibility and Consideration
This platform helps consumers make purchase decisions through authentic peer reviews and lifestyle-oriented posts. It’s the bridge between awareness and conversion.
2. Create a Campaign Hub and Spin Content Vertically
2.1 Master Narrative First
Start with a central idea that reflects your brand’s core message. Ensure it can be expressed in both short and long formats across different visual styles.
2.2 Vertical Content Remixing
Adapt the same story arc into a 15-second Douyin clip, a multi-slide Xiaohongshu post, and a longer WeChat article—each optimized for platform logic while echoing the same narrative.
3. Synchronize Influencer and Paid Media Timing
3.1 Early Seeding via KOLs
Launch user-generated or influencer-driven content a few days before your official brand release. Let native voices introduce the concept to their followers.
3.2 Paid Media to Amplify Momentum
Use targeted paid ads once your KOL content gains traction. Optimize based on which platform drives higher engagement or conversion in the early phase.
4. Maintain a Cohesive User Journey Across Channels
4.1 UTM Tracking Across Platform Links
Use UTM codes and tracking tags to trace how users move from one app to another. This helps ensure your content flow matches how audiences engage.
4.2 Consistent CTA and Visual Design
Keep your call-to-actions (CTAs), brand logo, and headline phrases visually aligned so audiences recognize the campaign no matter which app they’re on.
Case Study: Nordic Pet Brand Orchestrates a Holiday Campaign Across Apps
A Nordic pet care brand introduced a “12 Days of Pet Joy” campaign with Douyin teaser videos of dogs unboxing gifts, Xiaohongshu pet lifestyle posts showing product benefits, and an Official Account mini-game on WeChat that awarded e-coupons. The campaign culminated in a Tmall brand day. The consistent message and emotional visuals across platforms helped increase engagement rates by 52% and total sales by 28% over the previous year.
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!
