Brand Activation Research
Delivered January 2, 2020. Contributor: Edgar M.
Goals
To understand how to activate a brand on TMall, Weibo, Wechat, Red, and TikTok in the Chinese market.
Early Findings
Nars
- Nars is a French cosmetic brand. It launched on Tmall in August 2018.
- After launching the store, it began "hosting regular live streaming shows on Taobao Live with their professional makeup artists".
- Nars used Key Opinion Leaders (KOL) such as Hani and Janicekidd to promote the brand with articles.
- It also worked with video and top beauty bloggers in China.
- The Nars Tmall store had more than 486,000 followers within one month of launching.
- Here is the link to the Google document with marketing images.
Research proposal:
Only the project owner can select the next research path.