Boosting This Works' Sales on Tmall During 618 & Double 11

BRIEF

This Works, a British skincare brand focuses on wellbeing, wished to expand to the China market for their hero product - Deep Sleep Pillow Spray, a sleeping aid product. To further expand its market in China, Comms8 was tasked to raise its brand awareness and to drive more sales during 618 & Double 11 Shopping Festival - large scale shopping period in China.

STRATEGY

Livestreaming with top KOLs: From selection to live streaming briefing, we worked with top live streaming KOLs to promote This Works top-selling products. Our team drafted a bespoke brand message targeting Chinese audience where customers could purchase the products in real-time by clicking the link on the live-streaming page.

Programmatic audience targeting: Leveraging niche targeting attributes of programmatic ads, we reached out to potential customers based on their location, demographic characteristics, interests and behaviours on various social media and communications platforms, and direct them to This Work's online store on Tmall and JD.

Social media engagement: To have a close engagement with the audience, we communicated with the brand's followers and fans on its Chinese social media such as WeChat and Little Red Book, and shared the latest discount message and actively interact with the target customers.

PR outreach with top-tier publications: To further expand brand awareness, we selected over a dozen of top lifestyle and fashion-focused media to spread this news of live streaming and related promotional events.

RESULT

During the period of Comms8’s operation, we achieved 8+ million impressions during 618, 4+ million impressions during Double 11, over 65k+ engagement and a notable number of sales for the two events.