Weibo, one of the largest social media platforms in China, serves as a distribution channel to engage customers and spread brand message. Using Weibo’s inbuilt function, you can launch different campaigns to reach targeted customers, collect customers’ feedback, promote your brand, increase website traffic, generate sales leads and much more. Here’s how we leveraged these features for Vamino’s Weibo.
Client’s Objectives:
Vamino is a popular Thai soy milk brand.Vaminowould like to have its soy milk a must buy item in Thailand by increasing its brand awareness in China using soft-selling advertising on Weibo. So, they set up an e-commerce outfit in China and wanted to boost sales performance.
What We Did:
We created a series of hash tags and used one hash tag as a theme for each feed. This allowed us to categorizefeeds and simplify search. The content strategy was 7-pronged, revolving around; brand personality; benefits ofdrinking soymilk; nurturing a habit of drinking soymilk; health tips about soymilk; tips to drinksoy milk in a better taste; suggestion of food to pair with soymilk; andfestival related feeds. The approaches were soft-sell right out the gate, helping us create a healthy and positive brand personality that fueled trust and solidified the relationship between Vamino and its customers.
Visual appeal to customers is bigger when a celebrity is in the mix. And so the feeds included Vamino endorser and famous Thai actor PuttichaiKasetsin (Popularly called Push). We posted photos and videos of endorsement activities such as meeting with fans, and we shared feeds of Push’s fans or KOL mentioning Vamino to increase brand attraction. We also invited KOLs for a live stream onendorsement activities, thus helping create more buzz and accelerating engagement rate.
Even more, we held a lucky draw, with prizes of autographed photos of Push and 10 boxes of soymilks. All potential winners needed to do to enter the draw was simply to share the post, tag their friends and follow Vamino e-shop on Tmall.
Achievements:
We recorded over a 73-fold rise in follower base and views skyrocketed 9.7 times more in 6 months. The Vaminobrand successfully imprinted a positive, strong image to its customers, shaping Vamino soymilk as a healthy beauty drink for all.