This Works Case Study: Building a British skincare brand to China

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. Comms8 was tasked to increases brand awareness via integrated marketing approach and, ultimately, to drive consideration amongst the Chinese audience.

STRATEGY

Top-tier media outreach: Targeting the region’s high-end beauty & lifestyle publications, from press release copywriting to media outreach, we secured media coverages with top-tier media to increase product awareness.

Brand-focused influencer marketing & live streaming: From KOL selection to management, we worked with our influencer and micro blogger network in China to create soft-selling reviews on popular Chinese social media, such as Little Red Book & Weibo, to raise brand awareness authentically and drive consideration by word of month.

Bespoke content creation & social media management: We set-up the official account for This Works on Little Red Book, WeChat and Weibo, and generate engaging content and visuals for their regular daily posting.

RESULT

Comms8 secured strong media coverage across the major fashion and lifestyle media such as Marie Claire, Cosmopolitan, GQ, Marie Claire ad Vogue.

Our in-house design team created over 570 posts across popular social media platforms, such as Little Red Book, WeChat and Weibo. Altogether generated over 3.4 million estimated impressions.