Watsons


 

Analyzing Consumer Behavior to develop content matrix and helping SNS platforms positioning and operation.


 

SNS Operation to Drive Traffic and Sales

 

Solution

Compliant with the comm. idea and grasp of current social topics in order to effectively communicate with the customer, make product promo information more attractive, and motivate consumer to purchase and experience the store. Fully use social platforms to reach consumers by developing an interactive program that improves service quality. In addition, it drives traffic to offline store, e-commerce and mobile APP in order to facilitate the ubiquitous shopping while enhancing consumer loyalty. Also, define a comm. idea on SNS platform while building up a professional, healthy and beauty consultant image on social platforms to gain consumer’s trust.

 

 

Results

  • 114% increase in 2013 Single Festival Promo

 

 

Analyze Consumer Behavior to Develop Content Matrix

 

Solution

Analyze Consumer Behavior to Develop Content Matrix and reach our target audience which are young females 18-35 years old. Characteristics are:

  • Like online shopping and value showing personality, fashion and appearance on social media;
  • Interest in points redemption and low delivery fee;
  • Low economic capability with strong willingness to shop;
  • Enjoy the convenience of service;
  • Their basic content is newest promo information, brands discount, e-commerce big sale;
  • Their engagement is interactive with consumers in leverage of the social hot topics and festivals;
  • Their initiative are online game and viral video;

 

 Results

The two most viewed subscriptions are 4w views and 8w views.

 

 

SNS Platforms Positioning and Operation

 

Solution

  • Healthy and (beauty dairy???) diaries? Blogs? with hot topics to maintain the fans;
  • Release important activities on WeiBo and WeChat driving fans to follow;
  • Attract fans by e-commerce and offline store discount;
  • Watsons Service : provide convenient and effective membership service, maintain customer loyalty;
  • Watsons China：provide products and promo news of the store and e-commerce as well as interactive games; distributed on WeChat e-coupons to drive traffic;
  • Watsons Men：educate the masculine fashion and life style, distribute the discount to attract more young men/ladies to join the membership;
  • Differentiate two weibo accounts positioning;
  • Watsons China focuses on general product info and store news;
  • Watsons Hebe focuses on e-commerce promo and life style content.

 

 

Creative Content to Generate IWOM

 

Solution

  • #全民世界杯# Decorate the products with the World Cup images to catch Consumers attention.
  • Personalize and characterize the products into cute images in order to educate the consumer on health and beauty knowledge to generate IWOM.
  • #来治世界杯的你# Create interactive games in leverage of hot TV dramas and social topics in the form of GIF to attract fans!

 

 

Results

  • Achieved 6760 reposts and 2348 reply in #全民世界杯# .
  • Reached 12358 reposts and 5136 reply in #来治世界杯的你# .

 

 

Innovative Games and Video Development

 

Solution

Designed We Chat games and Making video and Flash for Girls Day and Watsons 25th Anniversary.

 

 

Results

WeChat Games:

  • CNY Red Pocket Shaking attracted more than 40,000 participants!
  • Whiting Face Game to promo OLAY engaged 11,503 fans!
  • Skin Evaluation and Tailor-Made Solution for Sun Protection engaged 18,212 fans!
  • Lucky Turntable generated 900,000 clicks and over 400,000 fans!

Innovative Video:

  • Prof. Qu Help! generated more than 60,000 click rates!
  • Making video and Flash for Girls Day and Watsons 25th Anniversary forwarded 10,000 in the Weibo and totally generated 60,000 click rates in Youku