CHALLENGE

Compared to communication methods of other consumer groups, young consumers prefer to be actively communicated. Behind the precise social needs is the personalized identity which can be reached by accurate data and community operations.

OBJECTIVE

- Expand the private domain traffic pool

- Raise the buzz about new products

- Drive new product market penetration

SOLUTION

In Clinique KOC campaign, we focused on promoting it in conjunction with popular UGC platforms such as Xiaohongshu, and focused on the following two points in the planning process.

① Through the control of the campaign mechanism, as many platforms as possible are linked to multi-channel product evaluation and feedback. Since consumer characteristics of online and offline are different, the overall planning process of designing the membership level based on a single channel will not be able to reach the maximum number of consumers and promote purchase.

② Classify reasonable membership level based on comprehensive assessment of online and offline consumer characteristics. Make proper adjustment of points policy from different channels based on timely data report in order to better operate the loyalty program.

PERFORMANCE

By analyzing customers who participated in each KOC campaign and key communication effect data in spontaneous participation and Push KOC, it is find that the repeat participants have a higher willingness to write tips.

Influenced by the education of UGC activities of the same product in the past, the post-communication visit and pass rate both have better performance. The active users in Clinique fans club have good performance in communication-visit conversion.

After each KOC campaign, members of Clinique private domain traffic pool multiplied, and the market penetration rate of the new product also increased significantly. The new product has been a top 2 trending topic on social platforms such as Xiaohongshu.