Swisse, as a global health care brand from Australia, stepping into a world market such as Australia, New Zealand, Singapore, England, America, Netherlands, Italy, China, and other countries. After dominating few of these marketing sharing, Swisse has been expending its market up to 30 countries. And China, as its one of core future market, Swisse will be promoting its brand value of Live Healthy Be Happy to Chinese customers in next 5 years.
As we know, China has been having a huge number of population since 1978, and its sale demand also has been intensively growing synchronously. This situation is treated as a new land for most of foreign brands. However, with so many difficulties and barriers of culture shock, living ways, and language, not all of brands could against the odds for expending a brand new market.
So today, we are going to learn a lesson from Swisse’s case study, to see what is the Chinese customer insight and how Swisse successfully run its campaigns selected from March 2018 to May 2019 based on sort of regular business co-operations like sales event by influencer recommendations and e-commerce platforms, entertainment marketing, content marketing, and festival and holiday promotions.
①. March 2018: A Traffic Monetization by Internet Celebrity Economy.
In March 2018, it is exactly time of 3-year-anniversary of product Liquid Iron being selling on one of the Swisses’ marketing channels which is e-commerce platform https://www.kaola.com/ , Swisses also labeled a hash-tag name #养颜千日,自然要红# (Staying health in good looks forever.) for this promotion.
Taking advantage of current online celebrity economy, Swisse targeting the youth women by inviting sort of typical KOL categorized into fashion, make up, skin care with a large traffic in multiple media platforms, to be targeted marketing for the fans of these KOL. At the end, Swisse got a satisfied result of sales volume not only on Kaola but also on other e-commerce platforms like Taobal, TMall, JD.COM, and VIP COM.
②. April-May 2018: Sponsorship Marketing: Swisse x The Color Run Event
The Color Run event has been held in China for almost 10 yeas. Running the event within Chinese cities, the Color Run also has accumulated tone of audiences to participate the event. With this base of traffic, Swisse as a big sponsorship of 2018 Color Run in Beijing and Hangzhou cities.
Announced the hash-tag of #自然敢出彩# representing to be brave for being yourself. Besides launching the offline event, the event live streaming and its playback with interpolations such as online Q&A, giving red envelope, and see now buy now also attracting more than 2,000,000 audiences, which greatly help Swisse achieve much more conversions of gathering new customers and sales volumes.
③. June 2018: Ambush Marketing: Swisse x 2018 FIFA World Cup
For most of brands, it is quite comment that doing ambush marketing in grand sport events. Surely, it is unmissable for 2018 FIFA World Cup was held in Russia as well.
Considerate the jet lag would give away customer’s healthy since staying up for watching the games and unstable diet, Swisse as a health care brand, its Liver Detox is right helpful product for avoiding much more health cost. In addition, the hash-tag in this marketing project, which is #至燃之夜,自然尽兴#, also has already revealed the same meaning for matching customer’s insight during the game time.
In China, it is very popular that utilizing the pop-star and celebrity as product endorsers to formulate the fan economy. Thus, as youth idol, Fan ChengCheng, Wang ZiYi, and Zhu ZhengTing from boy band named NINE PERCENT, representing Swisse’s core value such as staying beautiful, healthy, and being flawless to their fans as those celebrities has had a huge fans already. Crossing from June 18th, September 20th, to Single 11, Swisse has making a long-term marketing campaigns cover these 3 months for remaining the market presence and sales.
⑤. Dec 2018: App Marketing & Crossover Marketing: Swisse x Keep App
Chinese people is susceptible to consume a lot of food when families gather together for meals without proper exercise during Chinese New Year holiday. Hence, it’s significant to know a balance of life between diet and exercise. When doing a proper exercise, to intake muti-vitamins and magnesium can relieve muscular soreness.
It’s a good chance to make a crossover marketing for both Keep app and Swisse. One is for leading customers to do more exercise with proper movement training class and nutrition recommendation, one is right health care product that being sold on JD COM as final landing page in the app activity interface.
#挥汗不畏辛酸, 自然更至燃#, is also telling the TA that just sweating and burning will be good for your body. Combined with both online and offline activities, integrated media content well and interactive deeply with app users with much more exposure and CTR.
⑥. Jan-Feb 2019: Holiday Marketing: Swisse in 2019 Chinese New Year
#新年有心意, 自然好彩头#, revealing a good wish in Chinese New Year for Chinese customers. TA is 25-35 year-old youth. On Weibo and Wechat, and spreading this promotion point also on other social media platforms, just for striking a chord with the customers.
Giving the Swisse CNY custom gift box to parents, Calcium+Vitamin D and Manuka Honey, are the best suitable products to show your cares for your parents. At last, picking up TMall and JD e-commerce platforms as assigned sales channels with Chinese New Year design theme, benefit, and scene so as to resonate on a deeper level with consumers.
⑦. Mar 2019: Holiday & App Marketing: Swisse in the World Sleep Day
Coming to the right time node of International Sleep Day. Swisse promoted its product Sleep and Relax Sleep with hash-tag #享睡就睡, 健康生活# which means natural restful sleep on the Snail Sleep app. By virtue of the holiday attention and the original concept of the Snail Sleep app, educating TA about the product functions in details. Plus, longing for the product by sort of KOL as ancillary secondary promotion.
⑧. May 2019: Holiday & Crossover Marketing: Swisse x FLOWERPLUS in Mother Day
On the second Sunday of every May, it is the mother day that commentating the relationship with moms. #说不出的’我爱你, 藏在Swisse里’, perfectly helps Chinese sons and daughters whom are shy to express their love to parents. Choosing the product K2 Bones and with the flower shop named FlowerPlus, is a win-win marketing co-op for the holiday marketing.
To sum up, after absorbing above Chinese marketing and advertising campaign analysises, knowing you TA insight, media behaviour, and resourcing your media channels to make up a customized marketing campaign, we can see it is a quite complicated calculation work.
As admen, we investigate deeper, think wider, then we can help your brand go further!
Ethnicity Blazer has sophisticated experiences on marketing and advertising especially with deeply and comprehensively knowing about a dynamic Chinese market trending; and certainly, we perform beyond the perfect and can save you budget in a smart way.