(Source: https://pltfrm.com.cn)
Introduction
In China’s dynamic digital landscape, community-created campaigns have become a powerful tool for engaging audiences. By involving customers in content creation, brands can tap into their creativity, strengthen loyalty, and gain authentic insights into consumer preferences.
1. Encouraging Consumer-Created Content
1.1 Loyalty Programs with Content Incentives
Incorporate content creation into your loyalty programs by offering rewards for customers who share product experiences. This can include points, discounts, or exclusive perks for posts on social media platforms.
1.2 Testimonial Campaigns
Encourage customers to share testimonials in video or written format. Highlight these testimonials across your official channels to enhance credibility and encourage more participation.
2. Leveraging China’s Top Platforms
2.1 Douyin and Kuaishou for Short Videos
Short-video platforms are ideal for community-driven content. Brands can initiate challenges or invite users to create videos demonstrating unique ways to use their products.
2.2 Xiaohongshu for Lifestyle Inspiration
Xiaohongshu (Little Red Book) is a go-to platform for lifestyle recommendations. Encourage users to share reviews or tutorials featuring your brand, leveraging the platform’s reputation for trust and authenticity.
3. Elevating Campaigns with Social Trends
3.1 Aligning with Popular Themes
Monitor trending themes such as sustainability, wellness, or nostalgia, and design campaigns that encourage users to create content related to these topics using your products.
3.2 Seasonal and Cultural Relevance
Link user-generated campaigns to Chinese festivals or events, such as creating photo challenges for Lunar New Year celebrations or Earth Day eco-campaigns.
4. Building Long-Term Engagement
4.1 Customer Ambassador Programs
Create exclusive ambassador programs where loyal customers are invited to represent your brand, share their experiences, and encourage others to engage. This builds a community of long-term advocates.
4.2 Interactive Feedback Initiatives
Ask users to contribute feedback through interactive features such as polls or surveys. Incorporate their input into campaigns or product development, making them feel like valuable stakeholders.
5. Ensuring Campaign Success
5.1 Clear Campaign Guidelines
Provide participants with clear guidelines to ensure content aligns with brand values. Use hashtags or dedicated templates to maintain consistency while leaving room for creativity.
5.2 Monitoring and Measuring Impact
Track engagement metrics, including likes, shares, and comments, to assess the campaign’s success. Use these insights to refine future strategies and better cater to consumer preferences.
Case Study: A Premium Coffee Brand’s Xiaohongshu Campaign
A global coffee brand launched a campaign on Xiaohongshu, encouraging users to share their “morning coffee rituals” with creative photos and videos. By offering a chance to win exclusive merchandise, the campaign received over 100,000 user posts within two weeks. The initiative not only enhanced brand visibility but also deepened consumer loyalty by celebrating their daily routines.
Conclusion
Community-created campaigns offer brands a unique opportunity to connect with Chinese consumers in meaningful and impactful ways. By involving your audience in content creation, you can cultivate a loyal community and increase brand awareness in China’s competitive 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!
