(Source: https://pltfrm.com.cn)
Introduction
China’s digital space is a complex ecosystem where each app plays a distinct role in the buyer’s journey. Douyin builds curiosity, Xiaohongshu inspires trust, WeChat retains loyalty, and ecommerce platforms drive transactions. For overseas brands, developing creative cross-platform campaigns is no longer optional—it’s the only way to stay competitive. This article unpacks how to design and execute campaigns that feel unified yet deeply native to each channel.
1. Define the Campaign’s Core Messaging Across Platforms
1.1 Anchor the Narrative in Local Relevance
Build a story that resonates with Chinese consumers by tying it to cultural moments, lifestyle trends, or seasonal shopping habits. Ensure it’s flexible enough to take different shapes across platforms.
1.2 Create Modular Content Units
Design core visuals, slogans, and brand messages that can be edited into multiple ad formats—video snippets for Douyin, graphics for Xiaohongshu, long-form for WeChat, and banner ads for JD/Tmall.
2. Optimize User Flow Across Channels
2.1 Plan for Channel “Handoffs”
Structure your campaign so users can naturally move between platforms. For instance, a Douyin video may lead to a Xiaohongshu post for more detail, which then links to a WeChat mini program or a Tmall store.
2.2 Cross-Link With Purpose
Use QR codes, embedded links, and direct integrations to guide the audience through the funnel. Ensure the content they land on delivers additional value, not repetition.
3. Balance Creative Freedom with Brand Control
3.1 Empower Local Influencers to Customize Messaging
While maintaining overall campaign goals, let KOLs adapt the brand story to fit their voice. Authenticity boosts engagement and drives credibility.
3.2 Build Guardrails for Visual Identity
Provide a clear visual toolkit and tone-of-voice guide so that every execution—from Xiaohongshu stories to WeChat banners—remains recognizably on-brand.
4. Measure Success with Granular and Holistic Metrics
4.1 Platform-Specific KPIs
On Douyin, prioritize view duration and shares. On Xiaohongshu, monitor saves and comments. On WeChat, track mini-program entries and article read rates. Tie all metrics back to a shared ROI framework.
4.2 Attribution Mapping for the Full Journey
Use analytics to determine which touchpoints contribute most to conversion. This helps you allocate media spend more effectively across channels for future campaigns.
Case Study: German Skincare Brand Launches a Multi-Platform Routine Challenge
A German skincare company launched a “7-Day Glow-Up Routine” campaign using Douyin videos for morning/evening skincare rituals, Xiaohongshu tutorials featuring influencers with similar skin concerns, and WeChat reminders for challenge completion. Coupons were delivered via mini-program. The campaign saw a 60% lift in engagement on Xiaohongshu, with an 8.1x ROAS on Tmall within the campaign window.
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!
