(Source: https://pltfrm.com.cn)
Introduction
Performance marketing still brings traffic, but emotional branding brings lifetime customers. In 2025, overseas brands that shift budget from cold ROAS to warm emotional connection are achieving 40–60% higher LTV and organic word-of-mouth. These are the emotional systems behind the shift.
- From “I Need” to “I Belong” Messaging
1.1 Identity-Based Brand Positioning Shift: Stop selling the product, start selling the identity—successful campaigns now answer “who do I become when I choose you?”
1.2 Tribe-Building Through Shared Values Execution: Create visible symbols (emojis, slogans, profile frames) that members proudly display. - Emotional KOL & KOC Collaboration Models
2.1 Beyond Product Seeding: Life Sharing New Rule: Top KOCs no longer just review—they share personal emotional stories tied to the brand (first date, graduation gift, pregnancy journey).
2.2 Long-Term Emotional Partnership Trend: Brands now sign 12–24 month “life companion” contracts with 50–200 mid-tier KOCs. - Emotional Content Series That Create Habit
3.1 Daily Emotional Micro-Drama Format Format: 15–30 second daily episodes following the same characters—viewers return for emotion, not promotion.
3.2 User-Generated Emotional Continuation Engagement: Fans create their own endings → brand reposts best ones → community owns the story. - Emotional Data Loop
4.1 Sentiment Analysis Dashboard Tool: Track emotional keywords in comments (moved, cried, reminded me of mom) to guide next creative wave.
Case Study: Canadian Beauty Brand “L” 2025 “Letters to My Younger Self” Campaign
Brand L invited women to write letters to their 18-year-old selves, then turned the best letters into short films using the product as the “time-travel tool”. Results in 90 days: • 1.4 billion total views • 3.2 million user-submitted letters • Brand became #1 imported skincare on Xiaohongshu • Private domain grew by 2.1 million with 42% monthly active emotional content consumption
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 helping overseas brands succeed in China for over a decade with data-driven creative localization. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
