A selection of screengrabs of our Paid campaign for Holzweiler
Holzweiler wanted to launch in China, and so approached Hot Pot to work with them and deliver a full, insight-driven marketing strategy for market entry.
As Holzweiler was intending to launch in China, it was essential that all marketing activity was building awareness and driving traffic to their newly launched Tmall store - to ensure as much bang for their buck as possible.
The Tmall launch focused on promoting the core Holzweiler product and driving awareness of the broader brand across social channels (both paid and organic) as well as through influencers. Following the initial launch, the focus switched to the promotion of the Holzweiler holiday campaign and the products featured. Again, this was activated on social and through our influencer marketing.
One key area to address was how we can track our activity to ensure we were delivering sales on our Tmall platform and continually optimising our ads based on performance.
Working with Key Opinion Leaders (KOLs) as part of a broader campaign is oftentimes seen as a ‘bolt-on’ piece of brand building activity. There is an understanding that it works, but in terms of measuring specific traffic and sales, it’s typically been quite hard to attribute.
This was not an option for Holzweiler, who recognised the need to utilise influencer marketing activity, but equally did not have the luxury of being able to spend and not measure tangible success.
A selection of screengrabs of our Paid campaign for Holzweiler
Partnered with ipinyou to uniquely cross-match data from RED, Weibo and Douyin with Tmall sales data.
Enabled us to track customers as they interacted with ads or KOL content and then moved through to the Tmall store.
Provided visibility across both social engagement and e-commerce behaviour.
Identified which KOLs were driving the most sales on Tmall.
Used this data to better optimise paid advertising and campaign performance.
Gained deeper insight into how influencer activity translated into measurable results
Unlike many partners operating in China, and with overseas Chinese consumers, we maintain a strong focus on measuring marketing performance.
The data allowed us to report back on the nuance within the influencer campaign.
Clearly distinguished which KOLs were more effective for brand building and which were driving tangible revenue.
As well as a reassurance that measurability for the campaign was at a higher level than previous activity with Holzweiler, results showed demonstrable value for our KOL selection too.
We worked with over 100 influencers in a 3 month period, and were able to measure KOL activity as driving sales with an ROI of 3.5x. In addition to this, paid ads drove over 21m impressions and delivered meaningful sales growth on Holzweiler’s brand Tmall channel
If you think China’s an unmeasurable ‘black box’ for marketing, think again. Get in touch with us at nihao@hotpotchina.com and we’ll work with you to deliver marketing that’s trackable.
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