WeChat is great for social media. But more than that, it also doubles as a lifestyle platform with massive daily users, providing a robust ecosystem that allows you to do everything from messaging, shopping, payments, mini programs, games, to wealth management. WeChat is arguably the best CRM platform ever and can do more than you ever thought possible. Let’s look at how it served Laneige Hong Kong for more concreteideas.
Client’s Objectives:
Laneige Hong Kong, a Korean beauty brand, wanted a comprehensive management of their Wechat account. The goal was to use the platform to drive sales performance by increasing and maintaining the company’s loyal followers and customers in China.
What We Did:
We managed Laneige’s Wechat account for one year, publishing more than 50 articles with attractive graphics and localized contents. We deployed our copy writers based in China for the project, allowing them to craft contents which resonated with the taste of the Chinese. Golden Week, Sogo Thankful Week and Yata Thankful Week are always the best periods to boost sales, and so we established an intensive promotional campaign, serving potential customers with loads of mouthwatering discounts in a bid to supercharge their shopping in Honk Kong during these periods.
For better CRM, centralization of customers’ data is key, and we did just that.Free gifts are also effective ways of encouraging clients to take action. And so we launched a campaign asking clients to connect their Lanegiemembership to their Wechat account for a free sample in return.
Achievements:
We hit a home run across a wide range of metrics. Our client’s follower base grew 10.4 times larger, a significant increase, not unconnected to the gift redemption offered as customers linked their Laneige membership to Wechat accounts. The year’s best performing feed hit over 7K views, impressive for a new Wechataccount.