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The Challenge
A top CPG company wanted to engage in the vast and rapidly moving digital and social ecosystem in China. As one of the largest beauty markets in the world, with an incredible array of brands, experts, influencers and trend-setters, it was critical for this brand to be connected to trending ingredients, beauty buzz and user needs. Access to this info in real time was desired to craft marketing that resonated through social, blogs, forums and video channels.
2
The Solution
A real-time dashboard aggregating content from social, beauty blogs, forums, online reviews and specialist sites (Xiaohongshu) collated and analyzed millions of pieces in content. The dashboard gave the client ability to isolate trends across multiple areas, including product, ingredients, packaging and user sentiment.
3
The Results
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A view of the customer journey from brand discovery to product experience to brand loyalty.
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Agile messaging strategy able to adjust to trends and customer needs.
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Insights on perception of ingredients, packaging and functional and emotional attributes in the buying decision process contributed to future product development.